An estimated 31 million people registered for tickets to Taylor Swift’s Eras Tour in Toronto. Among the fortunate few to snag tickets was realtor Justin Bregman. However, instead of reselling them to turn a profit or locking them away until the November 2024 show, he saw an opportunity in the staggering demand for Swift’s world tour.
So, he decided to give the tickets away.
Capitalizing on the demand for Taylor Swift tickets
The realtor’s goal was twofold: to expand his professional reach and create an unforgettable experience for someone who would appreciate the concert (admittedly, he is not the “biggest” Swiftie).
Bregman’s plan to grow his social media presence succeeded beyond his expectations. Working with his assistant, he organized a contest that garnered remarkable attention. Nearly 19,000 participants entered the contest, contributing to a staggering total of around 150,000 entries. The contest closed Aug. 21, and Bregman is happy to report that the mother of a young teenager walked away with the tickets.
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A history of success
Bregman is no stranger to success, leading Justin Bregman and Associates (that includes a team of 10 agents), he ranks among TRREB’s top performers. Despite a year marked by economic uncertainty and rising interest rates, Bregman’s team has already completed 73 transactions in 2023. Last year, they completed 113.
Converting new followers into leads
The contest’s impact extends beyond the thrill of securing the coveted concert tickets. Even after the dust has settled, Bregman says his Instagram followers have increased by 300 per cent.
When asked how he plans to convert some of these new followers to leads, he notes that he’s already seen over 7,000 new subscribers to his newsletter (five contest entries were given to those who signed up). He isn’t worried about confusing Instagram’s algorithm or signing a new client tomorrow; Bregman is playing the long game, “It’s a marathon, not a sprint,” he reminds us.
His primary objective is to build relationships and make “meaningful connections” by introducing himself and sharing insights into how his team does business.
Nurturing relationships and building a strong pipeline
“It’s about building a career. You never know when business is going to come,” the realtor explains. “You have to build a strong pipeline so that you have constant leads working for you. You can’t rely on one deal to make your year.”
In Bregman’s perspective, having multiple ongoing deals lessens the impact of one unsuccessful deal; the abundance of opportunities outweighs the disappointment. His approach is to establish a solid foundation of connections.
Reflecting on his beginnings, “My first year in the business, I did 75 leases and no sales.” In the years that followed, he estimates the vast majority of those lease clients transitioned into buyers, who eventually became sellers of their first properties and buyers of subsequent ones.
“I look at every client as a lifetime relationship, and you won’t only do business with them… they’re also hopefully going to refer you their siblings, parents, kids, friends, cousins, et cetera.”
Innovative marketing strategies
In terms of future plans, Bregman shared, “I don’t know if there has been a hotter topic (than Taylor Swift) that would garner this demand ever again.” While replicating the exact success of this campaign might prove challenging, Bregman remains committed to innovative approaches that bridge the gap between his real estate prowess and engaging marketing strategies.
A prime example is an upcoming event, where Bregman plans to host an afternoon ice cream truck extravaganza in sought-after Toronto neighbourhoods, offering sweet treats while showcasing his listings and establishing connections with potential clients.
Bregman adds, “It goes back to our marketing strategies to get the ultimate results and the benefit as well to be able to meet so many more people.”
Jordana is the editor of Real Estate Magazine. You can reach her by email.
How can this be legal let alone ethical?