Listen Now Mark Eibner and Broker IPTV on Real Estate Radio USA.
Mark Eibner, BrokerIPTV And Real Estate Radio USA Interview about video and blogs and IPTV channels
Barry1: Hello everybody and
welcome back to Real Estate Radio USA. Thanks for joining us on this Tuesday
edition of the program. You are on with the B&B crew. Now, joining us on
the program is a gentleman. We have been looking at this website for quite some
time. It is brokeriptv.com. It is run by a gentleman, Mark Eibner, and he joins
us on the program. Mark, how are you doing sir?
Mark Eibner: I am doing fine Barry.
How are you? It is Mark Eibner... that is the way [Misc. Voice]...
Barry1: That's Eibner, i-bin-ner.
Mark Eibner: My whole life, I have
had to struggle with that.
Barry1: Well, I apologize for that.
But I tell you what, that does not do when you [inaudible] you guys are doing a
heck of a job on this website. I mean incredible content you guys got up there.
Mark Eibner: Well, I think today
most of video, most of blogs really is about content and I think it is about
video content that is a step above the user generated that has been put on a lot
of real estate sites out there.
Barry1: Yeah. Well, I have been studying
one of the things. My big question I am going to start off with this, okay? Who
came up with the tag-line brokeriptv.com - "real estate information and news from
down our street and up yours"?
Mark Eibner: Oh, that was the making
of myself and my partner Dirk Freeman. Steeleboy Productions.
Barry1: I will tell you what. Since
I first heard it, I have never been able to forget it, so it works.
Mark Eibner: Well, thank you.
Barry1: Well, tell us a little
bit about the BrokerIPTV business model and what you guys are trying to
accomplish out there?
Mark Eibner: Well, really BrokerIPTV
is... it is like a white paper to prove to people that I think are just a little
bit behind the curve on what the importance of not only video, but blogging is
to the future of the real estate business and to the future of, I am going to
say, large and small scale business. BrokerIPTV is just our way to get into
large brokerages, large producers, key people, and do the right interviews,
blog the interviews up of the video, push the video out to all the top social
networks, index the video itself and re-purpose it, on a different whole group
of blog and video aggregaters, improved to one person or a group of people that
one single blog done appropriately with video can end up you surfing sites that
have been out there, static websites, that have been out there for years. I
mean if you look at some of the things we have done, we have moved people
singular names and singular companies to the front page of search and that... and
they are sites and people that have been there like I said one, two, three,
four, five years.
Barry1: I love that. It is all about
content, right? What do they say about sites like that, content is king.
Mark Eibner: Correct.
Barry1: Well, IPTV, you talk a
lot about IPTV channels. What channels are in the works?
Mark Eibner: Well, we just got
approved our first real estate channel for a major brokerage firm. It is a company
out of Colorado,
Metro Brokers. Actually, we have the domain up now with some dummy information on
it, some prototype information, but www.metrobrokerstv.com is our first
commercial contract. We are working with two national lenders right now on a
similar product. We are also working with a marketing company for a restaurant
and catering channel.
Barry1: Wow. You guys are not
just doing this for real estate. You are doing it for any business that wants
to achieve a really great web presence?
Mark Eibner: You bet.
Barry1: Okay.
Mark Eibner: To me this is the
marketing channel of the future right here.
Barry1: Absolutely. Now, I noted...
of course we have been in real estate a while just like you have. I know you
are a real estate broker, as you own real estate company, you have your own
title company, you have your own data systems company, you are a really busy
guy. I applaud you for that. Talk about an entrepreneur, but one of the things
I wanted to ask you is I see real estate agents producing videos all the time. Who
does your production first of all and how do you set your guys apart? I mean it
is so slick, it is so professional, and it is so well done. How do you achieve
that quality?
Mark Eibner: Well, I think I have
got a 30 year industry veteran unfortunate enough to be partnered with, Dirk
Freeman out of Steeleboy Productions. They are based in Denver, Colorado.
Dirk has been in the TV and radio industry. Dirk's Steeleboy, it is his old
radio nickname and they have a production house. We have all the equipment, all
the cameras... I mean everything that most real estate companies, most real
estate brokers... even though I know people who claim they can go out and buy an HD
camera for 800 bucks and they could use a
Adobe Photo-shop and that is why I always ask people, "Are you in the real
estate business to [Inaudible], produce video or are you in the real
estate business to sell real estate?"
Barry1: Exactly.
Mark Eibner: Better make your
choice. I mean if anybody out there wants to be in a production business, we
will hire you.
Barry1: Right.
Mark Eibner: If you want to sell real
estate, I recommend that you... you are going to have to cut some of your revenue
out and introduce into your revenue model. You don't have to raise or find
other revenue pieces. You just have to replace the... I am going to say
ineffective old world marketing techniques that real estate companies and small
businesses are using with the new video model.
Barry1: Right, okay.
Mark Eibner: I think our
standards... Dirk's, if you look at his production, his standards, I mean he is just
top of the line. He does a number of infomercials, that is where he makes a lot
of his money, is in infomercials actually world wide.
Barry1: Good money in that.
Mark Eibner: Yep.
Barry1: Well, now everybody and I
know you guys are big proponent at that. We have talked about blogging and
blogs all the time on the show, big proponents of that and you guys are into and
of course BrokerIPTV. Explain to us a little bit about the vlog (video blog).
Mark Eibner: Well, what we are doing
right now with any piece of video that we produce is we actually get a
transcoded and put into textural form, so we can actually blog that up, back-link
it, keyword it, give it all the relevancy that we need for... it is just like we
are not posting up just raw video and hoping the world is going to find it. The
whole idea behind the vlog is using the "Semantic" parts of the web, using
textural pieces of the web, married up with the video piece to give the
relevancy that Goggle is really looking for out there.
Barry1: All right Mark, I am
going to slow you down there buddy. You threw me for a loop. So, I know our
real estate professional listeners out there just got lost too. Explain a
little bit about what you said and try to keep dumb it down for guys like me.
Mark Eibner: Like the Semantic web?
Barry1: Yeah.
Mark Eibner: Well, really the
Semantic web is... everyone is talking about Web 2.0 and things of that nature. The
Semantic web is really Web 3.0 that is effectively where the entire web is
going right now. People don't realize this. A lot of folks... they always ask
like, "Well, how is somebody going to get to my blog" or "Why are they are
going to go to my blog?" In fact a friend of mine, a really good friend of mine,
sent me an article today stating that only 2.5% of the consumer market utilizes
blogs for their consumer shopping needs and things of that nature and my
response back to him is whether someone is using your site or not is irrelevant.
What is relevant in the world today is when someone goes to that little box,
the doorway to the Internet called Google or Yahoo and types in phonetically linked
together letters in a proper fashion, spell a word or phrase you, had better
show up on the front page.
Barry1: Absolutely, absolutely.
Mark Eibner: End of the story, over,
that is it, that is the web. The Semantic web - word phrase is the web, that is
the web and it doesn't really matter what your site is anymore, what matters is
the consumers brain goes to search, they type in letters or phrases in a box,
and you had better somehow show up and somehow to show up today is blogging and
more importantly is video within your blog.
Barry1: So, your are SEO and you
are enhancing the video itself?
Mark Eibner: Correct. We take all
of our video pieces even if we have to make sure our talent, our interview
talent, are using the right words in the interview and making sure that our... like
when you are talking to me right now that we are actually repeating the right
words, so, then when this gets trans coded and blogged up, we can create some
back links and keep trace of relevancy for Google to actually index our
interview and then we also take those same words. We actually push our video out,
part of our process is... we push the video and the keywords out to at this
particular point five different aggregating sites, blog sites, and about 14
different social media/video sites. So our blog is re-aggregated on social networks
out there. Everything from like Facebook, MySpace, YouTube, Revver, StupidVideos...
I mean you name it, we post it out there.
Barry1: So, you are just all... you
want to be in as many places as you can be?
Mark Eibner: Absolutely.
Barry1: Okay. Well, now I am a
real estate agent and I want to...I have got a blog, but I want to supercharge it
with you guys. What is my process, what do I do, do I have to be become a host,
do I have to do interview, how do I do that?
Mark Eibner: Well, some of the sites...
we have got another product line we are selling called Zealot Universe in which
we sell blogs through Zealot Universe and we have got a couple of different structures
that real estate brokers or real estate companies can get involved in. I think
mostly what we are doing is selling the blog platform off. Let's just say you
are a one person broker wanting to produce a video based blog. We will provide
the players and the production for what we consider let's just say the top 10
or 20 pieces of video you want in your website and then in turn, we will get
that produced, we will get that up there, we get it thrown out there, and then
we actually teach our people what equipment to buy and how to actually shoot
their video. In a lot of cases, we are actually going to them. We will process it
and edit the video back in our shop and hand it back to them, because a lot of people
don't realize, well, shooting video is one thing. Trying to edit it and trans-code
it and put it up on the Internet that is where once again are you in the
business of selling real estate or are you in TV-media production.
Barry1: Exactly.
Mark Eibner: It is a big, big back
end to that.
Barry1: Yeah, because I mean... I
know the production is a whole lot of work. Is that going to cost me more time
or when I could be out there selling real estate would be the question?
Mark Eibner: Well, I don't think
so. I think as in any blog, you have to figure out what your prime essence,
your prime role in life is going to be and that is what your blog has to be about.
Right? You have to get down to local, you have to decide who you are really
going to serve. Once you figure that out, you start targeting your blog to that
niche. There are some key professional pieces of video that can be produced in our
standards for your site and I think with some of the equipment that is
available out there, you can certainly shoot your own interviews, you can
certainly do restaurant
[phonetic] reviews, you can certainly interview principals at
schools, all those things that... here is my big thing on blogging and video
where I have always contended that the transparency of blogs and video, okay,
will cut the wheat from the chaff. Period. I mean end of story. In the old days,
people used to send out mailers, say how great they are, they have been in the
business X amount of years, I got a little dog with me, here is me in my Mercedes.
Okay now, in the new world, here is what people do. You tell them all this
stuff. They right your name down or they see your name on a sign. They go home, they pull up Yahoo or AOL or they
pull up Google and they type your name in. If you don't show up, at least I going
to claim within three years if you are not thirty pages deep, thirty pages deep
with content, video, and articulate articles on the area, the only thing you
are an expert in is hot air.
Barry1: Or not understanding your
market anymore...
Mark Eibner: Exactly. It is too
easy. The iPhone opened the world up. Anybody that realizes what the iPhone, the
iPhone is an oracle in your hand. I could go there right now, pull up what is the
Real Estate...
Barry1: Radio USA.
Mark Eibner: Radio USA and I can find up... find out as
much information about you guys in my phone on my hand in my car or wherever I am
at. I don't even need an internet connection [inaudible] in your house.
Barry1: More like...
Mark Eibner: You can do it anywhere.
Barry1: I have talked to the
other Barry about that at length. I am prognosticating that we are eventually
going to see day where you send a virtual home tour or a video about a house to
someone instead of doing a showing. When do you foresee something like that? Do
you even think that that is going to happen?
Mark Eibner: Interesting. I think
in some regards that is... it is already happening a little bit right now.
Barry1: Right.
Mark Eibner: I think what we have
to look at is a lot of the players out there, the trans-coders and the other end
of the players like the iPhone users or Safari Browser although there are some
restrictions on what they are allowing the Adobe Flash to play. I think within
the next, I don't know, I would say less than a year here, if you look at some
of the contracts... remember to be on like AT&T or Sprint or Verizon... to
actually be an authorized pusher of information per se, video tours and things
of that nature, you actually have to do deals with those network providers. Like
right now our players will not play unless you have the upgrade version of Flash,
which you can put on a pocket PC. You can watch BrokerIPTV on a pocket PC, but
you cannot watch it on an iPhone, because we don't have... because the iPhone
only lets you have certain what release of Adobe Flash, but I think as soon as
that happens, I think there will be a myriad of things. Number one, you will
just be in front of houses getting tours sent to you. It is that easy.
Barry1: Exactly, okay.
Mark Eibner: I mean you see a
house in a static old world magazine. I mean you will see people using old
world and new world technology together. You will be able to pull that tour down,
you try to buy a house, you will be able to just pull that tour up or have it
sent to you, be attached in a link and boom, you are watching the inside of the
house.
Barry1: That is the kind of cool
stuff that I believe real estate agents or the real estate profession is sorely
lacking in that kind of vision about what can be done to enhance the industry
and I think you guys are really, really out in front of it.
Mark Eibner: Well, thank you.
Barry2: Mark, it is the other Barry.
I have got a question for you. I am looking at your website. I am clicking on a
couple of videos. Barry wants to meet a couple of chicks on the [inaudible]
Barry1: Oh, yeah.
Mark Eibner: We can hook you up.
Barry1: We are going to talk, my
friend. I am in Colorado
soon.
Barry2: I am noticing that a button
like you would see normally on a YouTube video where you can embed a video in a
page, your videos don't have them. Is that proprietary [inaudible] you are not doing that...
Mark Eibner: They do have it. If
you actually go to the individual blog post, you will see that there is in the
individuals, what we call the Single Player. In the Single Player, where the
video is embedded on a separate post, you will see that we have small bar,
toolbar, across the bottom where you can embed, mail a link or email to a
friend.
Barry2: So, it is not on the
front page. It is on the inside?
Mark Eibner: Correct. It is
actually posted where we take that piece of video and put it in a blog with the
transcoded textural words.
Barry2: Okay. I am looking at it.
Okay. I got it. I am on it right now. The second question I have since I am the
nosy one and always want to look at business, looking at the business model
here, I am looking what you are doing... how do you make money on this? What is
your revenue source for BrokerIPTV in terms of looking at it from a outside
perspective?
Mark Eibner: Well, BrokerIPTV
right now, we have just got our ad engine software re-initiated. We kind of did
a remodel with the blog and one of the things that was lagging a little bit
behind was our ad engine and that will be up. We will have this small banner
advertising that will be included in the BrokerIPTV model. Really, BrokerIPTV,
like I said, it is kind of like a white paper. So, as long as it is just paying
for itself, our goal is to actually sell IPTV portals like we sold a portal to
Metro Brokers, Metro Brokers TV. So, if you can imagine any type of business
model out there having their own blog based video portal, that is really our
business model is to go out create numerous, not just real estate, but small
business, large business, video based blog portals.
Barry2: Okay, I got you.
Barry1: So, I mean that kind of stuff
has really taken off right now. I mean I have never seen a company, I mean you
are the first company I have seen that actually will put everything together
for you. I know a gentleman who does wine this way, who has a video blog for
wine that is very, very successful and you are right, people for the most part
use their computer for everything. They like to interact, they like to sit and
watch. Not a lot of people like to read and that is why I always thought
blogging at the very beginning was going to be really slow to take off, but you
add the video with it, I mean it just adds a complete another dimension. Until we
talked to you, I didn't even know you could SEO a video.
Barry2: Well, yeah what we do with
transcription.
Mark Eibner: Well, just so a lot
people do not know this right now. I mean Google is already working on spiders
in engines and software right now to index every piece of video that they claim
or I don't know what their category is going to be, what is important, not
important, but see right now when I push a piece of video through a social
network to be indexed by Google, they believe me on what I use for my keywords,
my title, and my headers, right? They believe me. It may be a lie, right? I am
just doing it to get positioning, correct? Well, leave it up to Google. What
they are going to do is just start spidering every piece of video that is out
there. They are going to transcode it with computers. They are going to take
their own key relevancy out and they themselves will start indexing videos just
the way they have textural static sites. That is the next realm. That is why I
said the next realm is the Semantic web.
Every word is related to every other word on the internet. Video has
words. We just have to get them so that computers can see them.
Barry2: When you say transcode, do
you mean a natural text transcription or is it some sort of back-end...?
Mark Eibner: Yes sir. Text transcription.
Barry2: Okay, I got you.
Mark Eibner: Yes, so they will
match that up and see if it is the same as what I am saying it is and if it is
not, they will penalize me. You [Inaudible] they will.
Barry2: Now
once you sell, like for instance, say a call to franchise to metrobrokertv.com
or any other real estate agency that wants to have that, it is up to them to go
do their own production and put their content on, correct?
Mark Eibner:
No, we do all the production for them. Our contracts include your multipurpose
community blog platform. They include multiple players, video hosting, the
streaming, the delivery of the streaming. Up here on network, we also blog to a
very strong national PR network. It is a software based PR network company that
we are affiliated with and we also handle all the production. So, our contracts
are basically 50% for the blog players streaming and hosting and 50% is done
for what we consider 30 hours a month of production time. We just load in 30
total hours of production time in our contracts on each of our IPTV channels
and then we sell out video per hour if they want more. So, somebody could
certainly do 50, 60 or 100 hours of video a month and that hour means not
finished video, but production, editing, filming, etcetera.
Barry2: So if
I am going to do a conference in Fort
Lauderdale and I want it filmed, you send out, get out
a crew force to film the whole thing and then put it on our website?
Mark Eibner:
Correct. We have, absolutely. If you have... that is basically what Dirk does
right now with infomercials is they are all produced and edited in Colorado and
when people want something filmed specifically like they were just out at the
EAS Arnold Classic in Ohio I believe; so, they flew out, did the video, brings
it all back, it is all produced, and given back to EAS.
Barry2: All
right. I want to do Fort Lauderdale
and I want you to do my video production, what does it cost me for a Fort
Lauderdale Brokers TV website?
Mark Eibner:
Well, let's just say if you are down and this is something you are going to do
on a... this isn't a one time thing, you are saying you want to run... this is a
business portal for you down in Florida, right?
Barry2: Right.
Mark Eibner: So,
what we do is we have numerous contacts similar to other video production
houses of shooters and talent that are available on the streets. So, we
basically find one, two, three, how many local shooters we need as for as
camera people and we decide if you are going to use talent or not. You have to
have talent. May be your talent comes from inside your organization, but talent
is usually your person that is conducting the interview or doing the interview
or that talent person could be you too since it is your blog.
Barry2: I got
you.
Mark Eibner:
And basically you shoot... they shoot the video, you come up with what you want
to produce as far as your pieces and we just FTP all that video back up to us
in Denver. We cut
it, we place it up on your blog, we edit it out, we blog it out, do everything
we need from that standpoint. So, in a way, we are subcontracting the camera,
the talent people, doing all the editing, all the PR, and all blog work is done
back in Denver, which... it doesn't really matter where you do that work.
Barry2: No,
not at all. What kind of investment am I looking at?
Mark Eibner:
Well, some of our big companies, let's just say our... let's just talk about our
local producers that are... I am just going to call larger time producers... not...
these are people that are doing a lot... I am going to say 30 to 100 deals a year...
real producers in the business, having a platform that we are talking about for
them using where we eventually teach them to do their own. These people are
somewhere in the $2,000 a month range and in larger companies, you are talking
about anywhere from $10,000 up to $20,000 figure a month.
Barry2: That
includes the production.
Mark Eibner:
Correct.
Barry2: Well,
that is not bad at all.
Barry1: Not at
all.
Mark Eibner:
Well, it seems like 20 grand, 20 grand to, I think to Realogy, they spend 20 grand on wine and beverages,
right?
Barry1: Yeah,
that is what they spend on their hotel rooms last when they threw a party.
Mark Eibner:
Yeah. I mean it just seems like a lot of money, but you got to remember some of
these companies spend, you know, I won't even go into the numbers of what they
spend on traditional terrestrial TV or what they are... I mean that is really
what is going on right now. We are seeing this... we are not seeing any of the
large real estate companies raise more fees through increasing splits or
increasing desk fees. You just see them cutting out things like TV advertising
and things of that nature and putting it into their web portals. That is all
you are really seeing is just a morphing of the money they already have. So, we
think it is... to me video is the most important corporate asset that any company
can have. Let's look at Metro Brokers as an example. So, they pay the PR firm,
won't even go into how much money. It is irrelevant, but let us just say it is
six figures over X amount of years. That
is a big number, right?
Barry2: Right.
Mark Eibner: Now,
one of those articles is, if you Google Metro Brokers on anything, you are not
going to find any of the articles, they were never blogged, they were never
indexed. All the TV interviews they ever did on Nine News or anywhere else will
sit back in some production studio in a jeweled case. I mean so all that money
was paid for what would we call two minutes of glory maybe.
Barry2: Right.
Mark Eibner:
Maybe a demo they do at sales, at some board meeting saying here is what we did
this month, all of that stuff is out there gone. Cannot find it, cannot index
it, irrelevant, means nothing and now if you look at taking the same amount of
money, even more money, double it, double what you pay that PR firm. Every time
you produce a video, every time you write a blog, it lives and gives you power
forever on the Internet, forever. Every piece of video is there forever. It is
selling 24/7. You are going to tell me that other brokers that are not
interested in, let us say, moving from one company to ... company X to company Z
are going to go to company Z-TV and even find what the hell that is, what is
company Z-TV, yeah.
Barry2:
Exactly.
Mark Eibner:
Yeah, I find it. Trust me if you have a who moved over, who is doing what, and
some hot guy was at this shop or this hot gal was at this shop, now she is
over at their company and they are doing an interview with her, why she came
over, what are the benefits, you don't think that is not going to have impact
at 2 am on a broker at his house.
Barry2:
Absolutely. Absolutely. That is the way to do it and keep out there and
have it work for you all the time. Mark, I want to thank you for joining us. We
got to get a break and we got to move on. We got on another interview scheduled,
but I want to thank you so much for joining us on the program and good luck
with the endeavors. We definitely got to talk to you about some production that
we have got coming up.
Mark Eibner:
You bet. I thank you Barry, Barry.
Barry1: Mark I
appreciate it. That is Mark. I want you everybody to go to brokeriptv.com and
take a look at this stuff. I mean it is truly wave of the future type stuff for
the real estate blogosphere. Barry, we got to take a quick break. We will come
back with more Real Estate Radio USA, right after this.
