As part of the marketing plan for a luxury waterfront listing, Brie Stephens, 28, and her team produced a five-minute video that involved attaching a camera to the client’s bulldog. They enticed the animal with treats to trot through the property, indoors and outdoors, and they wrote a script about what lake life was like from his perspective. The video went viral in their area. Stephens views selling property within her market’s popular lake region as selling a lifestyle—for both people and their pets. On social media channels, her videos include not only home tours but also clients boating and snowmobiling, interviews with community leaders, and profiles of local businesses. “It’s not just about the house but what you can do in the area,” says Stephens, who won this year’s Web Choice Award with 1,372 votes.