The two organizations are participating in a pilot program in which Side teams at independent brands can choose to work with creative agencies to create promotional videos for use across multiple marketing channels.
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Inman has learned that video production and marketing company Blended Sense is partnering with Side, a national agency brand known for its unique team model, on a new initiative.
The May 26 press release said the two organizations are participating in a pilot program in which Side teams at independent brands can choose to work with creative agencies to create promotional video content for use in multiple marketing channels.
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The partnership with Blended Sense is in line with Side’s “unbranded” approach, which allows the team to operate like an independent brokerage with its own name, logo and overall identity. Blended Sense’s growing national network of video content creators will be able to more fully realize the Side team’s vision without being constrained by strict brand standards.
Video has proven to be an effective means for agents and brokerages to distribute real estate content, especially through social media platforms. However, it has long been a challenging medium for most agencies, with both production and delivery means shunned by much of the industry. Blended Sense’s model removes barriers by processing on behalf of the agency, and Side teams will gain unique access to the company’s creativity.
The press release stated that the pilot program will provide “a customized menu of video content options to meet the diverse needs of Side partners, ensuring that each real estate company can effectively communicate its brand and value proposition.”
Side CEO and co-founder Guy Gal has been recognized for his views on part-time brokers and legacy branding practices that reduce the overall value real estate agents provide, and his company’s approach to attracting established market leaders and Build a market around them. The company was initially controlled remotely by its employees, “Insiders,” providing marketing and business support to any market from any location. That changes in 2023.
In a conversation with Inman last May, Side President Steve Capezza said the reorganization should increase a sense of community among inSiders and the brokers and agents who work with them.
“What we have to do is restructure ourselves and take a market-based approach,” Capeza said, adding that each local market has its own nuances. “In order to successfully help real estate professionals grow their businesses, we must understand the nuances.”
Associate members can book Blended Sense professionals to track them at conferences, capture participation at local events or create longer-form corporate pieces for them. Each project will be branded and integrated wherever possible.
It also offers partner-exclusive pricing and will offer launch content across multiple event types, from recruiting events to sales announcements.
“We are excited to partner with Side to bring the power of video to every aspect of real estate business operations,” said Albert Baez, CEO and co-founder of Blended Sense, in a statement. “This pilot program demonstrates our commitment to innovation. , and our commitment to providing Side partners with the tools they need to succeed in today’s cutthroat market.”
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