Arizona real estate leader Shannon Gillette has built one of the most successful property marketing systems in the country, one that consistently delivers results and has earned her team a flawless 5.0 Google Business review rating.
Sellers praise Gillette’s ability to get homes sold quickly and for top dollar, but they also rave about the experience of working with her team. Reviews reflect her teams’ exceptional marketing, constant communication, and a client-first approach.
That reputation is the direct result of Gillette’s commitment to marketing every home at the highest level and providing the kind of service that leaves clients feeling informed and supported from start to finish.
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Professional video for every listing
Gillette’s commitment to premium marketing was shaped by her early experiences in real estate. During the 2008–2009 recession, she repeatedly saw agents take a bare-minimum approach to selling homes.
“I just started to see the same thing happen over and over again… all [agents] were doing is putting a sign in the yard, hiring a photographer, and putting the home on Zillow, and the home wouldn’t sell,” Gillette recalled.
Determined to offer something better, she began developing a marketing system built on storytelling, strategic exposure, and a focus on what sellers truly need: Results and clear communication.
At the core of that system is professional cinematic video for every listing, no matter the home’s price point. “We believe every seller deserves marketing,” she explained. “We’ve listed $50,000 manufactured homes on leased land. And that manufactured home still has a video because there’s still a lifestyle there and there are still features and benefits.”
These videos go far beyond simple property tours. They show the lifestyle and experience of living in the home, creating an emotional connection with buyers. In a world where most buyers first encounter a home online, Gillette views video as essential.
Just as professional photography became non-negotiable a decade ago, she believes video is now the standard for high-quality marketing.
The power of personal branding on camera
Gillette’s videos don’t just focus on the properties. They feature her as the guide, building trust and rapport with viewers long before she meets them in person.
“When I started filming listing videos in 2015, it was very uncommon to have the actual agent on camera,” she said. Over time, she discovered that putting the agent front and center created a stronger connection and positioned her as a trusted expert.
That strategy has paid off in a big way. “We just closed a $4.3 million home. We represented the seller, and we also represented the buyer. The buyer was not in the market for a new home… They were online. They were on social media where the average [person] is spending two hours a day, and they saw our video commercial that was well produced explaining the neighborhood, explaining this beautiful home.”
That single video led to millions in closed transactions for Gillette’s team, showing just how powerful authentic, agent-led marketing can be in today’s digital-first market.
Script development and storytelling strategy
A great video starts with a great script. Gillette carefully crafts each one to engage viewers and keep them watching until the very end.
“The script is so important. The storytelling is so important because watching a well-produced video of a home for sale, no matter the price point, is a much different experience for a buyer than scrolling through photos,” she explained.
Gillette approaches scriptwriting with out-of-town buyers in mind, describing not only the home but also the neighborhood, lifestyle, and amenities that make it special. “Ask your sellers, ‘What do you love most about your home? And not just your home, but your area.’ Your sellers may tell you things that you don’t know,” she said.
By weaving these personal touches into her content, Gillette turns standard listing videos into compelling stories that help buyers see themselves living in the space, a key factor in generating interest and offers.
The comprehensive marketing process
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Gillette’s marketing process is designed to give every listing a strong start. It begins with careful home preparation. “You cannot just schedule photos and video for tomorrow,” she said. “You probably need to deep clean, declutter, and get your home ready because your first showing is online.”
On production day, her team spends several hours capturing multiple types of content, including cinematic YouTube videos, vertical videos for Instagram and TikTok, and 3D tours. By the end of the week, all assets are edited and ready to launch.
Digital ads that drive results
Once a listing goes live, Gillette uses highly targeted digital ads to ensure that every property gets in front of the right buyers, a strategy that multiplies the reach and impact of her video marketing.
Her team carefully tailors each campaign to the property’s ideal audience. “Right away, when our listing is launched, we’re also running Google ads because Google ads are amazing,” Gillette said. “You can fine-tune these ads so well.”
By understanding buyer behavior and search habits, she can zero in on specific demographics and interests. For instance, a property with an RV garage might have ads targeting buyers who search for RVs or boat storage, while a luxury home with a private hangar might target private pilots or car collectors.
This precision ensures that her listings reach the right audience. These ads are also hyper-local, often using geographic targeting to capture buyers within a specific radius of the property or those actively searching for homes in that exact neighborhood.
Beyond exposure, digital ads also help Gillette deliver measurable results to her clients. Sellers receive data showing how many people viewed and engaged with their listing, providing tangible proof that their home is getting the attention it deserves.
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Communication as a competitive advantage
While marketing brings buyers in the door, Gillette knows that communication is what truly sets her team apart.
“The number one complaint right now with frustrated sellers is not the lack of marketing. It’s the lack of communication,” she said. In fact, 30% of her team’s business comes from “listing takeovers,” homes that didn’t sell with another agent before her team stepped in.
To address this, Gillette provides detailed weekly reports showing exactly how many people have viewed the listing and engaged with the marketing. These updates keep sellers informed and eliminate uncertainty, giving them exceptional service and confidence in the process.
Building a 5-star reputation
Gillette’s flawless Google review record is proof that her strategies work. Every review reflects her dedication to setting expectations early and providing exceptional service.
One way she does this is by creating video guides that walk clients through each stage of the process. These videos explain what to expect during showings, inspections, negotiations, and closing, so clients always feel prepared.
“In my early days of real estate, I would have clients upset because they didn’t know the process,” Gillette said. “Now my clients know all the next steps because they’ve watched all these videos.”
This level of clarity reduces stress, builds trust, and ensures clients feel supported every step of the way. As Gillette puts it, “To excel in this business, you have to have a heart for people, not just money. If you have the heart for understanding that this is your client’s biggest asset, this is the home they raised their family in, and you understand how important that is, you won’t want to take shortcuts.”
The Luxury Presence advantage
Behind Gillette’s marketing success is a strong digital foundation.
”I’m a huge fan of Luxury Presence,” she said. “That $4.3 million listing I mentioned … They saw our marketing, but they ended on our website, registered, and came in as a lead. The quality of leads we have coming in is amazing.”
She concluded with thoughts on her Luxury Presence website: “This is something you need. This is non-negotiable. You have to have a solid website as a real estate agent because people are Googling you. It’s 2025. You can’t have that templated website your brokerage gives you. People want to Google you, they want to learn about you, and Luxury Presence helps us with that.”
If you’re ready to elevate your property marketing and deliver a client experience that earns five-star reviews, Luxury Presence can help you get there faster.
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