Ben Bacal, an agent with Rodeo Realty and founder of Roofshoot, has made a name for himself in the high-end luxury market by melding together the mindset of a never-quit entrepreneur, the follow-through of seasoned salesman and the vision of a Hollywood director.

Starting in real estate at the age of 24, Bacal’s professional accomplishments include becoming the first person to sell a property for $20 million in Trousdale, an exclusive neighborhood in Los Angeles.

The transaction single-handedly doubled the price-per-square foot in the neighborhood from $1,500 to $3,000.

His secret? Show sellers that you have hungry buyers.

“To get into the luxury market, you need to get luxury property sellers to allow you to bring buyers to their property to show and eventually sell,” Bacal said.

 But he doesn’t just rely on his rolodex of high-net-worth contacts; he also banks on bringing in other buyer’s agents who are qualified.

“When Mr. Luxury Seller says, ‘OK, bring a buyer,’ quickly follow through with a showing,” Bacal advised. “If you don’t sell it, explain the value of marketing and turn the conversation into a listing conversation and the benefits of opening Mr. Luxury Seller’s home worldwide.”

Marketing is one of Bacal’s specialties. His plans always include a healthy mix of advertising and video, and he says that anyone who wants to make their luxury properties stand out needs to be sure to include both.

“Three-quarters of all internet traffic will be from video in 2017,” he said — but despite that figure he still sees video as one of the most underutilized technologies in the real estate space today. So much so that he founded his own video app, Roofshoot, which agents can use to easily shoot videos and capture content.

For the multi-million dollar homes that Bacal sells, he’s been known to spend upwards of $20,000 on video in the hopes that they will go viral and create a lasting impression — not only on potential buyers, but future sellers, too.

We’re not just talking about traditional listing videos with aerial drone shots set to an ambient soundtrack either. His videos often contain full plot lines, like when a Corgi dog named Sherlock Bones inherited a Sunset Strip mansion, or when a Hollywood couple staged a mock divorce for a video showcasing the sale of their home.

He’s found that those big-budget shoots are now becoming less necessary because of his video company.

“Show you have that power and drive to succeed, and buyers and sellers will want to work with you,” Bacal said.

“Sure, you can show your expertise and talent with a one-on-one conversation, but if you do it on video, you can reach hundreds if not thousands of clients all at once.”

But it’s not all marketing that gets you ahead in real estate.

Bacal said extreme focus and discipline are needed to be on top in the industry, which can often be both tedious and time consuming.

You also have to be willing to put money into your business for it to grow.

“Market your business every day because it’s not coming to you — unless you’re a viral success, which I would not rely on,” Bacal noted. “You have to spend money to make money, like any other business.”

Bacal will be speaking at Luxury Connect in Beverly Hills, October 19 through 20, where he will be divulging more secrets to succeeding in luxury real estate and marketing tactics that drive the highest return on investment.

Register Now

Email Kristy Hessman

Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription