YouTube Ace Shares His Strategy

It’s not so much that Tom Scott’s a diehard techie. Rather, he’s diehard about finding the right balance of technology plus traditional marketin

g. Using a multi-pronged approach to reach clients gives Scott unique insight into what works, and what doesn’t.

The Broker Associate with RE/MAX Advantage Plus in Shakopee, Minn., is all over YouTube; he has several websites and he’s a fan of blogging. In addition to technology, he uses targeted direct mail, thanks to fellow agent, Chris Grimes, who shared with Scott some of his successful direct mail strategies.

“That mailbox presence might be old-fashioned, but it works,” Scott says. “Especially now, when so many other agents are phasing it out.”

When it comes to technology, Scott is all about websites, blogs and video.

He’s highly visible on YouTube, and he’s noticed it’s a particularly good vehicle to attract short sale leads. He theorizes that prospective buyers often use search engines to read up about the process of buying short-sale homes, and that’s why his YouTube presence is crucial.

“Google tends to bump up sites that have videos,” he says. “So when people type in key words like ‘short sale’ and ‘Shakopee realtors,’ my YouTube videos pop up right away.”

This same kind of specific targeting is reflected in Scott’s listing sites that are built with different clients in mind.

Sellers, Scott says, are all about neighborhood specialization.

“When people want to sell their homes, they want an agent who’s an expert in that area,” Scott says. “They want someone who’s a strong proponent of their neighborhood, the schools, and everything the area has to offer.”

Scott’s specialty is Shakopee, where he grew up. His shakopeerealestate.com site includes sections on area shopping and schools. It also features properties and includes search engine-friendly content. One blog entry is titled “Cheap Shakopee Townhomes for Sale,” another “Shakopee Townhomes with Basements.” And because he thinks blogging is a good way to attract potential clients, Scott’s also blogged on a Shakopee-specific site, shakopee.patch.com.

Scott believes that buyers, on the other hand, are more likely to reach him through listings on more generalized sites that cover a wider range of communities.

“They want to see what’s available all over the area, not just in certain neighborhoods. I often hear them say, ‘I don’t know where exactly I want to live.'”

His mnhomesforsale.com and tomscott.remax-northcentral.com websites were created with buyers in mind. The sites include his coverage areas, updates on distressed properties and foreclosures, and short community videos to give buyers a sense of certain neighborhoods.

As much time as he invests in marketing, Scott still believes that nothing beats collaboration and human interaction. He often works with fellow agents Jason Miskowic and Jessie Schneider, and is convinced that technology, while essential, will never replace the very best advertising tool: word of mouth.

“In 2012, referrals and past clients were still about 67 percent of my business,” he says. “They’re the result of relationships I’ve formed by serving clients well, by meeting their needs and – occassionally – by becoming their friends. Technology will never replace that personal connection.”

Spoken like a true pro who keeps an eye on the ball – and all the bases.