• Realtor has launched a video series that uses entertaining footage to shed light on decisions agents make when serving clients, and promote his own approach.
  • Many agent videos are as entertaining as watching grass grow.
  • Series' first installment features Realtor bashing lockboxes open to show why he doesn't use them.

Sporting a button-down, tie and scraggly beard, Realtor John Grafft​​, 28, recently pulverized lockboxes with bolt cutters, chisels and hammers on camera, bashing open the security devices in a matter of minutes.

The demonstration — meant to highlight why he doesn’t use lockboxes and instead shows all his listings with an agent present — marked the first installment of Real Estate Science, a video series he’s launched to burnish his brand.

Real Estate Science – The Lockbox from Grafft Group | ChicagoRealEstate on Vimeo.

The series puts a fresh twist on agent marketing videos — which often can be about as entertaining as watching grass grow — by revealing the various decisions real estate agents must make when serving clients.

“I want to show people how there are all these different options and you need to make sure your agent is using the best option,” he said.

Typically, agent videos feature agents blathering on about their experience and trustworthiness, according Grafft​​, who heads up an agent team at Chicago-based Berkshire Hathaway Home Services Koenig Rubloff Realty Group. (“Longest name in real estate,” says Grafft.)

At best, agents are shown working with satisfied customers while singing their own praises. At worst, they’re tooting their horn directly into the camera.

Grafft​​’s thought was to offer viewers more than an elevator pitch. He wants to pull back the curtain on the many decisions agents make behind the scenes.

“A lot of consumers put Realtors all in one box,” he said.

Real Estate Science is using entertaining footage to show that agents take different approaches to serving clients, while somewhat subtly casting his own team’s approach as the best.

Future topics in Real Estate Science’s crosshairs include for-sale signs (Grafft creates custom signs because he says most signs blend together), the pros and cons of big and small brokerages and the three main types of building materials used in his market.

“I talk about us very briefly and only in relation to the topic,” he says of mentioning his team in the videos, which he doesn’t want to run any longer than 90 seconds. (The first installment ran three minutes due to the labor involved in splitting open lockboxes.)

Email Teke Wiggin.

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.
Success!
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
×