How one video-centric agent is captivating luxury and first-time buyers

Ivan Estrada is staying a step ahead as a busy Douglas Elliman agent in Beverly Hills
  • Don't mention listings or sales in your marketing videos, agent Ivan Estrada advises; focus on making them informative and entertaining.
  • Invest in a good videographer if you have the money. It makes a difference.

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When Los Angeles agent Ivan Estrada goes to listing appointments, people often greet him at the door with the words, "I feel like I know you already from your videos." He then sits down with them and demonstrates what video can do for the sale of their home with an entertaining montage of past presentations. Estrada is known for his monthly YouTube videos, The Real Estate Minute. which he has been creating for four years and rack up thousands of views. Spread over three one-minute segments, these are newsy or magazine-like pieces in which he talks about haunted homes, showing a robot making dinner in a kitchen and everything between. At 32, Estrada was in the National Association of Realtors' “Top 30 Under 30” list in 2014. Last year he recorded $11.9 million in sales volume, while this year it will be $22 million. He currently has a team that includes a buyer’s agent, an assistant and a transaction co-ordinator, and would like to hire a full-time marketing person....