Q&A: Global luxury brokerage spills branding video secrets

  • In July, Surterre Properties released a branding video to represent its global brokerage.
  • Surterre's next video will launch this fall.
  • Be authentic, and remember that less is more.

Future-Proof: Navigate Threats, Seize Opportunities at ICNY 2018 | Jan 22-26 at the Marriott Marquis, Times Square, New York

How does a top luxury residential real estate brokerage -- with 430 agents who speak over 15 languages -- find common ground among clients? A video that came out in July from Surterre Properties somehow does just that. The international brokerage makes creating branding video look easy, but it takes a certain finesse to move clients while also telling your company's story. Here's evidence that a good idea and solid execution can indeed accomplish both. Jamie Williams, VP of marketing at Surterre Properties, shares the inspiration behind the video, viewers' favorite moment and what's next for the company in branding. One thing we often discuss on Inman is knowing your client or niche as an agent. Your international brokerage caters to people in many countries and associates who can communicate in up to 15 languages. That's a broad range. Was it difficult to find a campaign that worked brokerage-wide? The video was welcomed because it hit on a universal truth and a fee...