Berkshire Hathaway Influencer Marketing

Power Digital Marketing (PDM) worked with Berkshire Hathaway Home Services California Properties (BHHS California) on developing an influencer marketing campaign focused on four main categories: home sellers, home buyers, agent recruitment, and open house influencers.

Our campaign KPIs included: total engagements, total story actions, total pieces of content secured (image and video assets), and integration with paid social campaigns. We worked with 11 total influencer partners over a period of three months within each target category, which resulted in two buyer influencers, one seller influencer, one recruiter influencer to educate followers on the process of becoming a realtor and drive interest, and seven open house influencers to attend open houses for top agents.

The results: The ‘seller’ influencer partner’s content received 10,435 total likes, 206 comments, 284,367 total story views, 1,850 total story actions, and 326,544 total impressions. The ‘buyer’ influencer partners’ content received 8,941 total likes, 347 total comments,37,591 total story views, 861 total story actions and 31,983 total story impressions. The ‘recruiter’ influencer partner’s content 39,885 total likes, 268 total comments, 288,132 total story views, 413 total story actions, and 318,606 total story impressions. The ‘open house’ influencer partners’ content received 670,233 total views, 11,755 total actions, and 721,893 total impressions. On top of overall engagements, impressions, and actions taken from the campaign, the content was leveraged in paid social campaigns on Facebook and Instagram.

The overall impact of the campaign was increased exposure for not only the BHHS California brand, but also the agents. Through this campaign, Power Digital Marketing was able to pioneer a new offering for the brand’s agents through influencers attending open houses to garner more attention towards the listings. Now, Berkshire Hathaway Home Services California Properties has a core marketing offering for their agents and has reached audiences.