From Pharmacist to #3 Solo Agent in Only 2 Years | Soomin Kim

Big Picture:?Soomin Kim, an Austin-based real estate agent, broke into the luxury real estate market by leveraging YouTube.

In his first full year of real estate, he closed 87 deals, totaling $67 million in production.

Then in his second year, he closed 114 transactions, achieving an impressive $80.65 million in sales volume, and quickly became the #3 individual agent in the nation for solo sales- thanks to his creative and engaging videos that garnered thousands of views and attracted high-end clients.

This case study breaks down how Soomin achieved this level of success and provides insights into his approach to creating engaging YouTube content.

Why this matters:?In today's competitive real estate market, especially in Austin Texas (the boom town of real estate the last few years) it's crucial for agents to stand out and offer unique marketing strategies to attract clients.

"I was always passionate about filmmaking... When I decided to enter the real estate industry, I knew I could use my skills to create a unique marketing approach. I wanted to offer my clients something different, something that would truly showcase their homes in the best light possible."

Soomin found a way to not only enter real estate but break into luxury & set himself apart from other agents in the industry to become a top agent in only 1 year and the #3 solo agent in 2…

Soomin’s Background:?He joined real estate during the pandemic after moving from California to Texas.

Previously working as a pharmacist, and new to Texas, he was starting with no network or sphere of influence, so he had to find a way to build from nothing.

“I realized that I could not go the traditional way. I'm new. I don't have experience. I feel like I'm older where I don't feel like i'm just in it for the experience. I'm in it to be productive and to provide for my family as quickly as possible. So I went straight to social content and social media platforms to market myself and communicate with as many people in the shortest amount of time in the most efficient way.”

He chose Williamson County as his target area because he:

• Saw potential in suburban areas with more space and new construction.
• Williamson County is experiencing rapid expansion, attracting families and individuals in similar life stages.

From starter to luxury in 1 year:?He approached builders in his area to film their properties, initially focusing on homes in the $350,000 to $400,000 price range. This helped him build a library of content, primarily consisting of home tours.

But he quickly realized most of his clients were in that price range. So he asked, “How could I increase my price point?”

So as his YouTube channel gained traction, he strategically moved into higher price point home tours, ranging from the $500,000’s to $700,000. As he moved up, he noticed the people who reached out moving up as well. As a result, he kept expanding into the luxury market.

He was strategic and intentional in choosing areas that will be in demand or new communities that will have plenty of new homes for him to sell.

He continuously sought out new developments and communities to film, always aiming to be the first to showcase these homes to his audience.

Soomin Kim's Approach:

So, let’s break down his videos, how he grew, and the lessons to take away from his success.

1) Presentation:?Breaking down his videos ??

a) Start -?Hook ???

Soomin starts by introducing himself, the property, and the community.

He typically starts outside with the community or exterior of the home in the background.

He emphasizes exclusivity, desirability, unique beauty, or scarcity to build anticipation for the video.

• ex.?“exclusive look at a home that is coming on the market”,?“going to be one of the very first to be able to preview this home”,?“one of the most celebrated, most beautiful homes in this already celebrated community.”

He has a similar introduction in every video around 30 to 60 seconds, where he mentions who he is and has a short call to action.

• ex.?“to help people with their real estate needs, whether they're looking to buy, relocate, or sell their home in Austin. He encourages viewers to like and subscribe for more content.”

b) Middle -?The Tour ??

• Storytelling

He’s skilled at taking viewers through each property he features.

Starting with the big picture by focusing on the location, lifestyle, community, and unique selling points of the home.

But as the video progresses, he zooms in on the finer details, showcasing the property's features and amenities.

• Authenticity

Similar to how Ryan Serhant’s videos feel more like a vlog and less professional, Soomin doesn’t have perfectly stable or smooth video. The imperfections make it feel more raw and real. His casual and conversational tone make him more relatable.

He strikes the perfect balance between professionalism and relatability, making viewers feel as though they're exploring the property with a trusted friend.

• Home Tour Flow

Starting from the outside, he does something similar to what Brad McCallum does (that I mentioned in a previous issue) by going from macro to micro.

He highlights what makes this specific property unique, talking about the location, community, lot, and home overall before going inside.

And surprisingly, he doesn’t narrate inside. So for about 10-15+ minutes, he walks through the home, going from room to room with only background music, letting the home speak for itself.

c) End -?Conclusion & Call to Action ???

He wraps up the video by reiterating that the walkthrough is an exclusive first look?for his audience and expressing his admiration for the home. This continues the “exclusivity”, and “access” narrative that is his value proposition.

• ex. “Please make sure you like this video but subscribe because there's so many things shifting in the Austin marketplace right now and i'm going to be on top of it. I'm going to be making sure that all of my audience and my community and those of you that subscribed are going to get privy to the newest things and the newest shifting changes here in the Austin marketplace. But with that being said I can't wait to see on the next one and hope you enjoyed this one, I'll see you then.”

He encourages people to reach out.?He shares his contact information and offers assistance in making an offer, or helping look for similar homes. He mentions the variety of homes available in Austin and his willingness to help, regardless of their budget.

• ex. “So I would be happy to help you whether it's this model or a different builder perhaps it's a similar size and range that you're looking for. I’d be happy to help you with that and as always I am going to put up my information right up there, so whether you are looking for a home like this in a different area, a different community or maybe you've been seeking a floor plan like this. I have a little bit of an inside track that I'd be able to help you with and guide you on and make those connections for you and certainly be able to represent you through that process.”

"My videos are not just about showing the house; they are about telling a story. A story that will make potential buyers fall in love with the property."

2) Packaging:?How he grew ??

a) The Idea????

• Strategic home tours.?He specifically chooses homes based on specific price points and areas of Austin where there’s more demand. Or he gets access to new communities early so there’s plenty of inventory to sell
• Working closely & collaborating with builders & listing agents?helps bring unique opportunities. And having “access” to these unique opportunities are incentives for buyers to reach out.
• His engaging and informational walkthroughs?help him be seen as the expert.

b) Communication ???

• Personal.?He incorporated his personal story and narrative of moving from California to Texas. So his personal anecdotes & experiences humanize him allowing people to build an emotional & personal connection with him. He found his niche.
• Relatable.?He avoids industry jargon and instead focuses on clear, concise language that resonates with the audience. His communication style is casual and friendly, making the content more engaging and relatable.
• He focuses on the unique features of each property,?such as architectural details, custom finishes, and luxury amenities. He creates a narrative around these features, allowing potential buyers to visualize themselves living in the home.

c) Maximizing YouTube????

• Title, Thumbnail, Tags, Description, etc.?- He doesn’t neglect the foundation that helps videos rank & get found when people relocating search.
• He started with posting 2-3x a week?but now he’s averaging about 1 video a week consistently.
• Creates longer videos, more in-depth videos?for higher average watch time, which is one of the (3) best metrics for YouTube channels

"My YouTube channel has been a game-changer for my business. I've built a reputation as a luxury real estate agent who goes above and beyond to market properties in the best possible light."

Results:?Soomin's approach to real estate via modern marketing & YouTube yielded astounding results in his first year as a real estate agent:

• Selling 87 homes for $67,000,000 in production
• Then his second year he closed 114 deals, totaling $80.65 million in sales volume.
• Gaining clients almost entirely from YouTube videos without running ads or old school prospecting.
• Rapidly built a strong personal brand and reputation in the highly competitive Austin market.

Bottom Line:?Soomin Kim's success demonstrates the power of embracing modern marketing strategies and the importance of storytelling in today's market. So by leveraging YouTube as a platform and focusing on creating emotionally-driven content, Soomin was able to break into the luxury market and achieve outstanding results in just one year. His journey serves as an inspiration and highlights the potential for growth when adopting innovative approaches in an ever-evolving industry.

Soomin's Advice for Success:

1. “Embrace modern marketing strategies, such as video content and social media platforms, to connect with your target audience.”
2. “Focus on building relationships with key stakeholders, such as builders and listing agents, to gain access to luxury properties.”
3. “Leverage your unique skills and background to differentiate yourself in the market.”

So by following Soomin's example and applying these principles to your own business, you can achieve remarkable results and make a name for yourself in the industry.

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