The
Modern REALTOR®
Media Kit
Benchmark Edition
“Leverage listings for listings.” Every REALTOR® has heard this at some point in his/her career, right? It’s typically followed by a mat shot of useless (often pre-internet era) suggestions about how.
To stay relevant and grow a business in 2020, modern REALTORS® are pulling triple duty to promote:
- Their listings
- Themselves and/or their team
- Their brokerage (as required by law)
PLUS, you have to be where buyers and sellers are today…online, on apps, in social media. Because if you’re not there, another agent is.
Not to worry. We got you. Marketing is our wheelhouse; we know how to make you stand out.
What’s in the Media Kit?
5 things that elevate your listings (and you) to the next level and differentiate you from the other 6000 working real estate agents on Oahu.
1. Editorial Photography
You’ll get at least 50 final images including, as appropriate:
- Front & back of house
- Full room photos
- Captured moments/vignettes
- Important details
- Amenities
PLUS, *as needed:
- Drone photos
- Golden hour photos
- Blue hour photos
- “Views from Somewhere”
- “Model It”
- Textured backgrounds
- …and more.
2. Zillow® 3D Model
Love ’em, tolerate ’em, or hate ’em, Zillow® has the lock on the public’s real estate mind. They’ve entirely dominated the top-of-mind branding space that brokerages abandoned years ago.
Of course, whether you adopt an “If you can’t beat ’em, join ’em,” or “Keep your friends close; keep your enemies closer,” mindset is up to you, but leveraging what Zillow’s buyers are being taught to expect is just plain smart.
3. Social Media Video Ad
When Social Media Examiner polled professional marketers for its 2019 industry report, by an overwhelming majority marketers reported Facebook (#1) and Instagram (#2) as the platforms to promote anything B2C (business to consumer).
And, in case you haven’t heard of the power in video + social media, you can start your education and empowerment with these articles from Forbes and HubSpot.
Then, when you’re ready to make a massive impact…explore the examples of what we’ll make for you.
4. Listing Agent Photo
“CVs & resumés are fun.” “Lists are fun.” “Spreadsheets are fun.” Said no one…ever. There is a reason why jurors are more readily convinced by photos than by testimony.
What would be better evidence of your experience and skill than a Yelp page filled with great reviews PLUS an image of you at or in each listing? Our professional photographer is on site already anyway, let’s take advantage of the opportunity.
5. License to Crush It!
We want you to use the materials we make for you, in creative ways, long after the listing has sold. With our ultra-liberal license, you won’t find nastygrams at the end of our videos, restrictions on the use of photos, or threats of lawsuits for copyright infringement. We have no hidden or sneaky ways to charge you twice for future use of the materials we make for you.
With very few exceptions (that we will spell out in plain language) you are free to promote yourself with our stuff for as long as you like.
What’s in the Media Kit?
5 things that elevate your listings (and you) to the next level and differentiate you from the other 6000 working real estate agents on Oahu.
1. Editorial Photography
You’ll get at least 50 final images including:
- Front & back of house
- Full room photos
- Captured moments/vignettes
- Important details
- Amenities
PLUS, *as needed:
- Drone photos
- Golden hour photos
- Blue hour photos
- “Views from Somewhere”
- “Model It”
- Textured backgrounds
- …and more.
2. Zillow® 3D Modeling
Love ’em, tolerate ’em, or hate ’em, Zillow® has the lock on the public’s real estate mind. They’ve entirely dominated the top-of-mind branding space that brokerages abandoned years ago.
Of course, whether you adopt an “If you can’t beat ’em, join ’em,” or “Keep your friends close; keep your enemies closer,”mindset is up to you, but leveraging what Zillow’s buyers are being taught to expect is just plain smart.
3. Social Media Video Ad
When Social Media Examiner polled professional marketers for its 2019 industry report, by an overwhelming majority marketers reported Facebook (#1) and Instagram (#2) as the platforms to promote anything B2C (business to consumer).
And, in case you haven’t heard of the power in video + social media, you can start your education and empowerment with these articles from Forbes and HubSpot.
Then, when you’re ready to make a massive impact…check out the examples of what we’ll make for you.
4. Listing Agent Photo
CVs & resumés are fun. Lists are fun. Spreadsheets are fun. Said no one ever. There is a reason why jurors are more readily convinced by photos than by testimony.
What would be better evidence of your experience and skill than a Yelp page filled with great reviews PLUS an image of you at or in each listing? Our professional photographer is there for you anyway, let’s take advantage of the opportunity.
5. License to Crush It!
We want you to use the materials we make for you, in creative ways, long after the listing has sold. With our ultra-liberal license, you won’t find nastygrams at the end of our videos, restrictions on the use of photos, or threats of lawsuits for copyright infringement. We have no hidden or sneaky ways to charge you twice for future use of the materials we make for you.
With very few exceptions (that we will spell out in plain language) you are free to promote yourself with our stuff for as long as you like.
Editorial Photography
Ever wondered why you don’t see typical real estate photos on the pages of Architectural Digest or in the media kits of property developers? Did you chalk it up to unlimited marketing budgets? Would it surprise you to know that you can afford similar high-end photography?
The Problem: With the proliferation of DSLR cameras, and despite having no training or education, it seems everyone is a “professional” photographer & photo editor these days. But are they?
The Differentiator: Impelling photos (the kind that move people to action) aren’t taken, they’re made. The person or team that makes them cares about a lot more than just getting paid. In real estate, that means making style choices that address buyers’ needs and expectations. No one is served well when homebuyers feel, “It looked a lot bigger in the pictures.” Let us show you what shooting-to-the-edit looks like in 2020.
Recent Benchmark
Photo Galleries
Always securely delivered
via Pixieset.com
Disclaimer: Each of these is an active gallery of recently delivered listing photos. Knaak Knaak, as the copyright owner, is free to show them to you. In accord with our committment to transparency, everyone is required to register with his/her email address to access the galleries. We will protect your email privacy fiercely. We do not market to the email addresses collected as a result of gallery registration, nor do we ever spam, sell, or share them. You can access our privacy policy here.
CLICK IMAGE TO OPEN GALLERY
SFR | 3 Bed | 2.5 Bath
Intial Asking Price $1.115M
A fully customized home that, like a diamond, just begs to be captured in the finest details including the way light plays off it.
CLICK IMAGE TO OPEN GALLERY
SFR | 3 Bed | 2 Bath
Initial Asking Price: $459K
After sitting ignored on the market for a year, this agent wanted real solutions for her “problem child.” Like any loving parent, we provided actionable marketing. Result: 6 buyers competing for the home within 12 days.
CLICK IMAGE TO OPEN GALLERY
SFR | 4 Bed | 4/2 Bath
Initial Asking Price: $2.9M
This home was just huge. Not finished to the level of luxury (except the price), so we include it here as a benchmark home. It could also qualify for our luxury home services.
CLICK IMAGE TO OPEN GALLERY
SFR | 5 Bed | 2 Bath
Initial Asking Price: $1.45M
Photos from this ultra-modern, Eastern European influenced remodel will be very useful for the agent wishing to represent trendy remodels. We hope to see these images in many social media posts from him for several years to come.
CLICK IMAGE TO OPEN GALLERY
Townhouse | 2 Bed | 2 Bath
Initial Asking Price: $860K
This photoshoot was atypical because the co-listing principal broker made a special request to focus on details and skip most full-room images. So…we did.
Zillow® 3D Models
As creatives in the digital world, we love to explore the extents and limits of any new platform (like Zillow®’s 3D modeling), then optimize it for you. Created on your smart phone, the models tend to have numerous distracting glitches, like mismatches in their 3D matrix. Our stabilizing equipment removes glitches from your 3D-model-enhanced listings. We’ll do the work; you’ll get better exposure & be the superstar.
Zillow® ≠ Knaak Knaak
Thank you for taking a moment to understand our offer as it pertains to Zillow®.
We applaud Zillow® for every effort they make to provide better and innovated ways for homebuyers, sellers, and their agents to buy & sell real property. To that end, our offer to help you make the best use of the services provided by Zillow® is with you, the Realtor®. And though we are the only Zillow Certified photographers that we know of in Hawaii, our offer here to make your Zillow® 3D model has not been evaluated by Zillow®.
Nothing contained within our offer is meant to imply endorsement of or by Zillow®. No partnership exists between Zillow® and Knaak Knaak. We encourage Realtors® & anyone involved with the real estate industry, now and in the future, to learn and optimize your use of all platforms offered by any online portal, like Zillow®. As the leading public portal, offering unique and new technology, we acknowledge the intelligence of leveraging Zillow’s® platform. Other platforms may suit you better and we hope you will let us know if we can provide better service to you at the time of booking. We hope these understandings are common sense and, if not, are now clear.
“Marketing is like Kryptonite to me!”
When marketers are introduced to Realtors®, declarations like this and pleading for affordable solutions are the rule, more than the exception, and we feel ya. The platforms for marketing change almost overnight, but the laws governing it don’t. You’ve probably heard this law:
You can have it –
- QUICK
- CHEAP
- EFFECTIVE
- CHEAP
Pick 2.
Thankfully, we’ve chosen for you. Your media kit ad is delivered quickly and design-optimized to effectively grab audience attention on social media. PLUS, your ad addresses all 3 of your primary marketing needs (property/self/brokerage). BONUS, you have us as your go-to guides for how to use it most effectively, no matter what your budget. Pretty quickly you’ll dominate your marketing in more ways than you didn’t know that you didn’t know!
CLICK HERE for a popup explanation of why we left out CHEAP.
“Marketing is like Kryptonite to me!”
Declarations like this and pleading for affordable solutions are the rule, more than the exception, when marketers are introduced to Realtors® and we feel ya. The platforms for marketing change almost overnight, but the laws governing it don’t. You’ve probably heard this law:
You can have it –
- QUICK
- CHEAP
- EFFECTIVE
- CHEAP
Pick any 2.
Thankfully, we’ve chosen for you. Your media kit ad is delivered quickly and design-optimized to effectively grab audience attention on social media. PLUS, your ad addresses all 3 of your primary marketing needs (property/self/brokerage). BONUS, you have us as your go-to guides for how to use it most effectively, no matter what your budget. Pretty quickly you’ll dominate your marketing in more ways than you didn’t know that you didn’t know!
CLICK HERE for a popup explanation of why we left out CHEAP.
Why did you choose QUICK & EFFECTIVE?
TWO simple reasons:
- We understand that every promotion has 2 parts: production & distribution. And though we produce you a top-notch social media ad (our custom-designed social media ads start at $500 when purchased separately), distributing it is up to you. If you are a social media influencer with a huge following, simply post it to your social media accounts (cost = $0) and that may be all that is required. At the very least, it will be a quick and engaging reminder that you are a Realtor® with your finger on the pulse of modern media & marketing. However, social media influencers aside, typical ads reach better audiences when run as paid ads with good targeting. So, how “cheap” the marketing will be is entirely up to you.
- We are on a continual search for the place where unicorns are real. We’ll keep looking. If you find it, please tell us.
Recent Benchmark
Social Media Ads
We welcome your ideas -or- feel free to sit back and watch us weave our magic. After seeing these examples, you may know exactly what you want your ad to say or do. Tell us. We promise not to let you make any rookie mistakes. And, as you’ll see in the following examples, you can go much further than you probably think. In fact, we encourage it. Why risk being forgettable? Esp. when we provide you this ad at no additional cost, right?
This ad started out like any other great ad. Then, when the agent saw it, he paid his Maui videographer to return to the home and recreate every image in video form.
This agent is on point with everything she tries to do, from staging to marketing. She encourages us to leverage what speaks to social media savvy homebuyers, like this IG-friendly square formatting.
Leveraging your insights about probable buyers can pay off handsomely…and get you into contract in a matter of 4 days. This ad for a detailed renovation requires 40 photos to make, which isn’t a problem with our extensive photography. This very modern realtor always wants other agents to freely share his ads so he typically requests they be unbranded.
All great ads have a story. Sometimes the story appears in highly recognizable format. Giving the right house the right voice is just genius and this agent understood that.
Not all homes have truly differentiating qualities, but when they do…look out! This agent not only brought out the defining details of this home, but also involved her sellers. Today, she continues to show this ad when giving listing presentations to potential clients. A smart way of showing her added value & leveraging listings for listings.
On-site Listing
Agent Photo
In a moment of necessity-being-the-mother-of-invention (and intermittently since that day), we’ve snapped remarkably iconic photos of real estate agents in their natural habitats…homes for sale. Some great agents have used them very smartly. So, we’ve decided to make it a thing. A totally optional thing but if you’re game, we’re game.
Be Iconic
While professional studio headshots can still be useful (we recommend Honolulu’s Tracy Wright Corvo for those), use them in the wrong context and…BLAM!…you’ve gone full used car salesperson. Less formal options are equally important & useful.
Jana Staggs
Realtor®
“Sometimes you just have to show up for people. I’ll be hurt the day I hear someone didn’t ask for my help when they needed it. I’ll be all, ‘Hey you! How dare you rob me of the chance to show you how much you mean to me? Selfish.’ Knaak Knaak consistently shows up for me.”
Tommy Plaggemeier
Landscape Designer / Realtor®
“I’m from NYC, now back and forth between LA & HNL. I’ve been using Knaak Knaak since they opened. There are literally no other creatives this good in HI. Truth be told, LA and NYC agents could use marketers this smart & this affordable. Hire them. It’s a no-brainer.”
Bridget Townsend
Realtor®
“I recently met Knaak Knaak on a co-listing. Now they do all my listings, are building me a website, and create my monthly social media marketing. If you judge affordability based on risk if something doesn’t work, Knaak Knaak is the BEST deal, hands down. Worth every penny.”
Stay Relevant
From property websites to agent websites,
From Facebook to Pinterest,
From blog posts to postcards,
Put the right modern media in a Realtor’s® hands and we’ve seen them be far more creative than they ever get credit for. Here are a smattering of our favorites.
Stay Relevant
From property websites to agent websites,
From Facebook to Pinterest,
From blog posts to postcards,
Put the right modern media in a Realtor’s® hands and we’ve seen them be far more creative than they ever get credit for. Here are a smattering of our favorites.
Pricing Plans
Basic
PERFECT FOR
- Studio or 1-Bedroom
- Rentals & Ohana Units
- Vacant Land
- Fixer Uppers / Tear Downs
Benchmark
PERFECT FOR
- 2 to 4-bedroom single family homes, condominiums, & co-ops
- Homes designated “luxury” primarily by geography
- Homes asking $500K to $1.999M
- Studio & 1-bedroom homes that demand extra coverage
- Luxury Rentals
INCLUDES
- Photos [à la carte: $500]
- Stabilized 3D [à la carte: $250]
- Social Media Ad [à la carte: $500]
- Headshot [à la carte: $295]
- Liberal License [value: priceless]
$500+ 4.712% GET
Luxury
PERFECT FOR
- Definitively luxury homes
- Executive homes with 4 or more bedrooms
- Recently updated multi-generational homes
- Homes to be listed at or over $2M
- Exceptional benchmark homes that demand luxury-level coverage
Still have questions?
Let’s get you the answers you need. All we need from you is your name and a way to reach you. Space has been provided for you to write out your questions if you prefer.