Jay Macklin, co-owner of Platinum Living Realty, was one of two dozen speakers from across the country invited to share his expertise at Rehumanize, a video influencer summit held in Denver, Colorado, to help real estate and mortgage professionals “humanize” their communication and sales process to win more business. Described as a first-of-its-kind event, Rehumanize hosted real estate professionals from across the nation with the goal of building community around a more personal approach to business.
At Rehumanize, Macklin shared strategies and insights for using video as a marketing and recruiting tool in a session titled “Delivering Your Recruiting Unique Selling Proposition (USP) Using Video.” At his presentation, Macklin demonstrated his recruiting method called the “Value Message,” which dictates that you should show your prospect as much real value as possible even before they decide to join or make a purchase.
“When creating and crafting your USP, to be most successful, you must link it with your core operating values and core beliefs,” said Macklin. “At Platinum Living Realty, our core belief is ‘the size of the circle you give through is always proportionate to the size of the circle you receive through.’ Thus, for our USP, we give our prospects a lot of resources and content they can use before they even join. We also use very untraditional video card brochures, which are an innovative way to deliver your message that will catch the prospect’s attention.”
Macklin began his career in real estate in 2006 and opened his first brokerage with his wife, Michelle, in 2010. In July 2018, they made the decision to take their growing brokerage firm independent and to separate from the national brand they had been working with for a number of years. Before and after the transition, Macklin has successfully employed unique video marketing tactics to recruit agents to Platinum Living Realty, which now boasts more than 110 agents working across Arizona.
Platinum Living Realty takes a different approach than traditional real estate brokerages by providing agents with a customized package of over 20 marketing tools to help effectively target and grow their businesses; consistent and individualized coaching to work through challenges and problems that arise; abundant opportunities for generating new leads and clients; plus other tools and policies that focus on the agent’s success.
