Innovative Marketing: Raj Qsar Sells a Story, Not Just a Home
Via Zillow
On January 1, 2013, Raj Qsar launched his great experiment: a brokerage that eschews more traditional real estate methods in favor of a new and creative marketing approach. The Boutique Real Estate Group began its journey on that first day of 2013 with three agents, a creative director, a social media manager and an office manager — and it’s taking southern California real estate to a new level. The experiment worked.
Raj Qsar is the principal and owner of The Boutique Real Estate Group and a 10-year veteran of real estate sales and marketing. Raj shared his vision of the Boutique with me, and it’s a compelling story of the birth and growth of a real estate brokerage that tends to do things a little bit differently. It’s a story of success that provides insight into a free-thinking yet savvy group of professionals who, in Raj’s own words, have formed “a technology company that is super-passionate about creative design. And oh, by the way, sells real estate as well.”
I wanted to tell a story
Ask the people who know Raj and The Boutique to describe what sets them apart, and you are likely to hear “video.”
That seemed a good place to start my discussion with Raj, so I simply asked, “why video?”
Instead of the expected responses — “Video is the future!” or “Real estate is visual, it lends itself to video” — what I heard was, “I wanted to tell the homeowner’s story. A story not just about the home, but about the neighborhood and why they loved living there.”
Raj found a wedding videographer who took a narrative approach to his work: Instead of taking the standard pictures of bride, groom and wedding party, the videographer was telling the story of the couple. Believing that this style could translate to real estate, Raj contacted him and said, “I want you to tell a story. A story about a house.”
“What do you mean, a story about a house?”
This was in 2009, before video was a buzzword, before video was cool. Real estate “video” at that time typically consisted of a fancy slideshow: still images pieced together using zoom effects, with pleasant music playing in the background.
“That’s not video, that’s pictures stitched together to appear video-like. It’s fake video,” Raj told me.
Raj was at a listing presentation for an expired property. It had languished on the market for nine months with only five showings and no offers. Raj pitched the idea of a “real life” video to the sellers, one that would focus on why the sellers had lived in and loved this home for so many years. It would highlight not only the home, but also weave the community and local businesses into its story line. They loved the idea.
Raj walked away with the listing and a promise to create a new kind of video.
There was one problem: he had no idea how to do that. Passionate about creative design, Raj knew where to find the right people to pull this off. They storyboarded some ideas, professionally staged the home, took amazing photos, shot true video footage of the home and neighborhood, created an online marketing campaign, translated that campaign into multiple languages and set off to sell the property.
That was just the beginning.
“We are so OCD about every fine detail that we re-shot and re-edited the video several times, even going through multiple soundtracks and music choices before we went live.”
With the video complete, Raj delivered it to his sellers and asked them to share it with friends, family and neighbors. The home was in a small, tight-knit, gated neighborhood, and the owners shared the video with their Bunko group — which included about 70 of the neighborhood’s 100 homeowners.
Raj is proud of the fact that they took that listing and got an over-list price offer in two weeks.
But he’s prouder of the fact that the video was so well received that over the next three years, they listed 13 homes in that subdivision, setting price records almost every time.
The owners loved the video. They shared it with other homeowners who loved it. It was high quality, it was memorable, and it made the phone ring when people were looking to sell.
In case you think this reception of a property video was just dumb luck, there are other similar stories. A condo association played a video produced by Jeremy Lehman, The Boutique’s CTO, at their board meeting because it highlighted the neighborhood so well. A couple of the board members were considering selling their homes. Who do you think they called? The Boutique group has now listed 15 of those condos.
The video brokerage
Raj considers video a catapult to get in front of sellers. While a video may not sell a home directly, the quality and effort Raj’s brokerage puts into video sets them apart from the masses. It identifies them. They are now locally (and I would argue, nationally) thought of as “the video brokerage.”
As time marched on, Raj took video production in-house. He bought the equipment and brought in experts, lowering the production cost and allowing them to shoot videos on about half of their listings. If there is a story to tell, they will tell it in multiple formats, across multiple platforms, including video.
But Raj stresses that it’s not just video. When The Boutique takes a listing it usually spends about three weeks getting it ready before submitting it to the MLS.
At this point in the conversation, I stopped Raj and said, “Three weeks? Who takes three weeks to get a home in the MLS?”
“We do,” said Raj. They storyboard the property and neighborhood, professionally stage the home, hire select professional photographers, process and edit those photos, shoot and edit video, create a 90-day content calendar that maps out how the listing will be promoted on various social and listing syndication sites and discuss how will they share the home’s story. Then, and only then, is the property ready for the MLS and their marketing push.
The first hire
Ask most fledgling brokers or team leaders about their first hire and they will probably say they brought in a transaction coordinator, buyer’s agent or office manager. In fact, every person I’ve talked to who built their own team or brokerage started by hiring one of those people.
Until I talked to Raj, that is: His first hire was a creative director.
Their graphic designer on staff — on staff, not contracted out — is degreed. “It’s not like we are using the broker’s assistant’s cousin who just graduated from junior college to do our design work,” said Raj.
That attitude defines Raj and The Boutique. He wants the best, and only the best, for his brokerage, his agents and his clients.
This tenet is reflected in part by their technology standards: The Boutique is Apple-based, and all agents must be on Apple products. No agents design their own marketing material; it all goes through the in-house creative designer, and everything goes through the videographer. They have three preferred listing photographers, and those are the only three that agents can use. Before even going into the home, however, it is staged by their in-house stager. Why so much quality control? Raj said, “We make our agents do these things because we know they work, and they give our clients and agents the best chance of success.”
On lead generation
Pretty pictures are nice, but ultimately you need leads. I asked Raj about his strategies for lead generation and listing syndication.
Raj said they are on all of the major platforms: Zillow, Trulia, Realtor.com and Homes.com. “By far and away we’ve seen the most benefit from Zillow. The quality of leads and amount of leads that come in from Zillow is superior to the rest. Our rep makes a big difference too. He’s a partner with us.”
One of the first things The Boutique does when they get a new agent is have them sign up for the “pro” level on all the major search sites. This ensures agent buy-in and facilitates lead management and consistency.
“Speed of response to Internet leads is critical,” Raj informs us. “We used to route leads to agents on a round-robin basis. As we got more sophisticated, and realized that if you don’t reply to a lead in two minutes that you’ve lost it, we brought in an in-house lead incubator whose job is to qualify and curate contacts.” The Boutique generated 3,600 inbound leads in 2014 though portal advertising and in-house lead generation efforts. Staffing a lead incubator position has freed up Raj’s agents and shifted them from receiving brokerage leads to receiving appointments.
There is no Plan B
Talk to Raj for two minutes about real estate and you will see that he is a very passionate man with a strong focus on creative design. This comes through not only in his listings, but in his philosophy on running a brokerage.
“It’s all about the consumer and their experience. We are hired to sell a property, but a property isn’t just bricks and mortar and walls. Every home has a story and if we tell that story well, we can create an emotional response — and when a buyer is emotionally involved in the story, they are more likely to purchase.”
How does that vision scale? Can it scale? What are Raj’s future plans for The Boutique Real Estate Group?
“I’d like to open another five offices in southern California in the next five years,” Raj told me.
“What about expanding outside of SoCal?” I asked.
“I get those calls about once a month. Some big-box brokerage or franchise will approach me about expanding. We love what we do. We hustle, we sell a home and we reinvest than back into the business. We add to our knowledge and technology. I have no Plan B. This is what we love, this is what we do.”
Video marketing in action
The Boutique Real Estate Group is known as “the video brokerage,” so we’d be remiss if we didn’t include some sample videos.
“It’s not all about the price point,” Raj tells us. “Yes, we are focusing on the luxury market by providing luxury services to our agents and clients. These services are what truly set us apart. We respect where our industry has been but we are pushing the envelope and going in a whole new direction — and we are just getting started.”
Visit The Boutique’s YouTube Channel to see how they market their listings — and their brokerage.
Here is a recent listing video that exemplifies The Boutique’s philosophy of storytelling.
And here is a video for a magnificent luxury estate in Hawaii. The Boutique Real Estate Group was brought on as a co-lister for this property due to their skill and expertise in social media, video and creative design.
