The CRE Digital Playbook (Part 3 of 7) - Deal Flow Equation: Measuring Video ROI for CRE

Key Takeaways

  • The Trap: Brokers quit because they judge their success by "YouTube Views."
  • The Reality: You aren't selling T-shirts; you are selling $5M buildings. You only need 50 views if they are the right 50 investors.
  • The Formula: The "Deal Flow Equation." How to trace a commission check back to a specific video clip.

The CRE Digital Playbook (Part 3 of 7)

The Deal Flow Equation: How One Video Leads to a $5M Listing

By Edwin Duterte & Jennifer Wolfe
Founders of The Donn Allan Experience

Previously in Part 2: We showed you how to wake up your dead LinkedIn feed with native video. Now, you’re posting content. You’re getting comments. But Edwin (The Strategist) asks the hard question: "Show me the money." Today, in Part 3, we do the math.

The "Viral" Fallacy

Here is the biggest mistake CRE brokers make: They compare themselves to residential agents.

A residential agent selling condos in Redondo Beach wants 10,000 views because they need volume. A Commercial Broker selling industrial warehouses in Torrance does not need 10,000 views.

If you get 10,000 views, 9,990 of them are people who cannot afford a warehouse. They are noise.

You need 50 views. But you need those 50 views to come from the Family Office Directors, the Developers, and the Asset Managers who control the South Bay. In CRE, density beats reach every time.

The Question That Matters:

"How do I track if a lead came from the video?"

The Voxel Answer: Stop looking at the dashboard. Listen to the phone call.

Case Study: The Torrance Warehouse Deal

Let’s trace a real "Deal Flow" scenario.

Step 1 (The Creation): You come to Voxel Micro Video Labs. You record a 15-minute episode analyzing "The Shortage of Class B Industrial Space in Torrance." You show charts. You talk about zoning.

Step 2 (The Distribution): You clip a 60-second highlight and post it on LinkedIn. You tag three local developers you know.

Step 3 (The "Ghost" View): An investor in Palos Verdes sees the video. He doesn't "Like" it. He doesn't comment. He watches it twice. He realizes you know something he doesn't.

Step 4 (The Call): Three weeks later, he calls you. "Hey, I saw your breakdown on the Torrance market. I have a portfolio I’m thinking of liquidating."

Step 5 (The Commission): You list the portfolio for $12M. You make a $300,000 commission.

The ROI Calculation: You spent $250 on the studio time. You made $300,000. That video had an ROI of 120,000%.

The "Pre-Sold" Meeting

Jennifer (The Therapist) points out the psychological shift. When that investor called you, was he interviewing you?

No. He had already hired you in his mind.

The video acted as the interview. By the time you picked up the phone, the trust was already built. You skipped the "Pitch" phase and went straight to the "Strategy" phase.

That is the power of the Deal Flow Equation. Video doesn't just generate leads; it generates qualified leads who respect your time.

Up Next in Episode 4: You’ve seen the math. You know it works. But how do you get in the room with the "Big Fish" who don't use social media? In the next post, we discuss "The Authority Asset" and how to use your podcast as a networking trojan horse.

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