How a Luxury Real Estate Brand Scaled Personalized Video

One of our customers is an established luxury brand with thousands of real estate brokers around the world. They have robust digital asset management and advanced data warehousing systems in place, allowing them to easily create personalized content. Everything from print to digital could be produced globally, on brand, and at scale, with relevant details about individual listings and agents. However, they couldn’t connect this to video production.

Personalized video at the agent level was where they saw true potential. They had been successfully using video for years, hosting 3D videos and property tours on their website. Not only did it produce higher conversion rates, ever since the COVID-19 pandemic, their buyers wanted more and more of it. If they could add video production to their existing technical capabilities, they could expand from a few home office marketers to thousands of video-empowered brokers.

After exploring a number of video creation tools, many of which were startups, they found that none met their requirements. Some tools gave users too much control, which could potentially turn their premium brand into a commodity, while others charged per video, making expenses unpredictable. Most importantly, if the solution didn’t work, they couldn’t risk building it only to rip it out months later. They wanted a reliable, trusted partner that could provide both the scale and the customer service their program needed. That’s when they turned to us for help.

Creating a Scalable Video Solution for Video Sellers

Our real estate customer needed a video solution that allowed their sellers to create customized content while adhering to brand standards. This would grant franchise owners the flexibility to insert text and visuals tailored to their markets, such as new agents, listings, or market data. In sum, they had four primary requirements:

• Brand control
• User control
• Ease of use
• Technical flexibility

Brand control hinged on our platform’s video editor, which, like other tools, can expedite content creation through templates. But the differentiator was it could give sellers the freedom to create their own unique videos from distinct brand templates and footage that fit their markets.

As far as user control, our customer needed to get their real estate agents into our system without compromising their brand safeguards. Through our account provisioning and user management capabilities, they set the system up so only certain users could access the video editor or upload new content.

Imperative to both brand and user control was ease of use. Like many companies, our customer has a diverse workforce, with some more native to digital media than others. Adoption was key, so the solution needed to be intuitive and accessible. Using our platform with their branded templates, their agents could create their own personalized videos in a matter of minutes. And thanks to single sign-on (SSO), their Brightcove accounts would be automatically created with the proper permissions through the use of their company logins.

All of these requirements needed to be met without disturbing their existing tech stack. They already had a sophisticated system in place to create personalized content; they simply wanted to add video to it. With our extensive library of APIs and integrations, they could implement video production capabilities without disrupting the daily operating rhythm of their sellers.

Bringing a Video Sales Solution to All Enterprises

Our customer can now empower thousands of their real estate agents to become video sellers. With Brightcove’s new solution, they can build on their successful sales program with the type of content that has proven to generate more conversions: video. Whether they distribute these personalized videos to buyers directly or through their social media channels, they can engage customers, increase conversions, and drive revenue.

As a leading video engagement platform, this request represented more than an opportunity to serve one of our customers. It demonstrated a clear market need. A major real estate company can’t be alone in its struggle to scale video across thousands of global sellers while maintaining brand integrity. Clearly, there must be others who wish a solution like this existed for them, too.

To meet the needs of enterprises around the world, we added a new solution to our portfolio: Brightcove Marketing Studio for Sales. Using our award-winning video technology, this new solution was built with sellers, for sellers. Just like the solution we built for our realty customer, it includes everything sellers need to create custom branded video content. From franchise owners to independent agents to distributed sales teams, companies of all types can scale video without having to be experts in production.

With Brightcove Marketing Studio for Sales, you can empower your sales force to create videos to reach and engage their customers like never before. Set your sellers apart with scalable, personalized video, built on the platform trusted by the world’s top enterprises. Contact us to learn more about Brightcove Marketing Studio for Sales.