Are you starting to see all these great real estate branding videos being created? Have you noticed how much attention they’re getting? They’re funny, different, and not really professional at all! Ten years ago a Realtor would be looked down upon for creating something like this, but today things are much different.
All of that attention being generated is transforming into closed transactions!
So why are talking head more “professional videos” receiving less and less engagement while the more personable and less “professional” videos are getting thousands of views, hundreds of comments, and in some case even gone viral?
People want REAL!
The most engaging videos today are encompassing an agent’s personality and brand into the topic they are discussing. For example, one of the most recent viral real estate videos showcased a listing agent doing the “Floss” in all the rooms of the house. It currently has 1,159,528 views!
Another video posted recently that had another agent dancing around the listing receiving 500,000+ views last I checked! I don’t see any talking head Realtor videos focusing on the latest market update receiving that kind of attention, do you?
ATTENTION IS THE NAME OF THE GAME
We have the opportunity to do things today that would have been impossible ten years ago with the power of social media. Understanding how adapt real estate branding videos into your marketing strategy requires a mental shift in your mindset. The goal of real estate branding videos is top of mind brand awareness, not lead generation. It’s to build authority and position you as the local expert, not to make your latest sales pitch. It’s to begin a conversation, connect, and then engage, not to close a lead.
Step 1: Understand The Brand Before You Market It
You are the brand. Not the broker you work for. 96% of consumers chose the agent, not the brand they were affiliated with. I get it. It’s weird thinking of yourself as a brand, but it’s a must if you want to start creating real estate branding videos for your business. Once you determine what your brand is, it’s much easier to “market it”. In this post, I will walk you through a couple of brands we flipped!
STEP 2: Define Who Your Audience Is
Video is a brand building communication strategy, not a lead generation strategy. Create real estate videos for the attention of your audience…
Before you begin filming your first few real estate branding videos, you must first realize who your audience is. In real estate, you have two audiences. The first is your database. Your database of relationships is your primary audience because they are responsible for over 65+% of agent business each year. Marketing your database with real estate branding videos allows you to keep your brand in front of them in a humanizing and entertaining type of way.
People work with agents they, know, like, trust, are referred to, but only when they are remembered! There’s not a better communication strategy than video because of the impact it leaves with your audience. A good real estate branding video strategy will allow you to keep your name in front of your database of relationships and past clients in a way that is not begging for business.
Real estate branding videos can be used as a database nurturing strategy to stay in touch with your database in a fun way, which will amplify your database marketing efforts.
Your second audience is comprised of people you don’t know yet, but would most likely get along with if you did. In other words, it’s made of people who are a spitting image of yourself. With the Internet today, you can place your real estate branding videos in front of your ideal audience pretty easily.
Online Real Estate Branding Videos Distribution Checklist
- You can optimize your real estate videos to show up on rank on YouTube.
- You can post your videos to long live on your website.
- You can also use your real estate videos for marketing campaigns through Facebook and Instagram ads too.
There are two things that matter most when running a real estate branding video campaign.
- Consistency– Making one real estate video every other month isn’t going to build your brand. You need to look at video no differently than you would direct mail farming. You are creating consistent content with the purpose of establishing name brand recognition over time. If you are going to do it, you need to commit to a certain frequency.
- Authenticity– If you look awkward on camera, it’s going to show. It’s extremely important you create video content around something you are already passionate about. Doing so will give you an endless amount of video content you can create(don’t worry I’ll explain throughout the rest of this post).
Step 3 :Define Your Brand
To provide you on some clarity with what I just wrote, we are going to use a couple of examples from some of our recent clients who went through our Flip This Agent process.
Meet Hazel Rosete.
Homes By Hazel Is her Brand with her slogan being “A Financially Fit Experience”. Hazel is not a real estate agent, she is a body builder/fitness expert who also happens to sell houses. She helps clients make wise financially “fit” real estate decisions using the principles of discipline she lives by in her fitness life. Because Hazel loves fitness so much, it’s the focus of her real estate branding videos going forward.
The Visual Branding
Your visual branding is extremely important because of the way your brain consumes information. Your brain processes images 60,000 times faster than text so what you see is more powerful than what you say. Remember we are playing the game of attention. We are constantly fighting for the attention of our audiences. Your visual brand is just one way that happens. Would marketing her broker’s brand do her any justice?
In Hazel’s case, her database already knows that she loves fitness. Her new branding helps her remind here database of her real estate business while also position her real estate business to attract people who Hazel will relate with anyways.
If you read through the comments, you’ll see where her database acknowledges the connection!
This is a giant popularity contest and when you are fighting for top of mind brand awareness, it’s crucial that your authenticity shines.
The Content Strategy
So what does hazel talk about? She will be conducting small business owner interviews focusing on “healthy” or “fit” places in her local market.
- Juice shops
- Organic restaurants
- Outdoor activities in the local area
She can create videos focusing on local attractions or businesses that focus around health and fitness. Real estate agents should be local experts, right? That’s really all she’ll be doing. The name of her video series can be called “Fit San Diego”.
As she creates these business interviews she can turn these into mini TV commercials and build on relationships with people she would naturally interact with anyways. Don’t you think buyers and sellers want to work with someone they know, like, & trust? It’s natural that we work with like minded people.
Look at your last 10 clients closed!
Did you notice that you ended up becoming friends with them? It’s not coincidence, it’s because you attract like minded people, we all do. People are attracted to others who share similar tastes and experiences as they do. Creating real estate branding videos begins by establishing a connection with people and and then on building that relationship.
Meet Maria Trujillo aka The Social Agent
Maria is Tucson’s Most Sociable Agent! When we were getting to know Maria, it was apparent who she was and what she liked to do. I realized her social life was on point. She is fun, entertaining, and loves working with people. She also knew everything you could imagine about Tucson from schools to the recent restaurant openings. She is the definition of a local expert.
The Visual Branding
The design is fun, colorful, and entertaining. She wanted something that would reflect who she is and how she works. Maria’s database knows her social personality as her visual story is represented in her logo. The design helps remind her database of her business as well as attract others who are just as social as she is!
The Content Strategy
So what does The Sociable Agent talk about? She will be conducting small business owner interviews in sociable atmospheres.
- New restaurant openings
- Tucson events and annual activities
Maria is visiting these places anyways so all she needs to do now is begin filming her journey. Creating a real estate video marketing strategy like this is sort of like filming your own reality show. Maria’s show can be called “Tucson Social” and she can publish two episodes a month. She consistently markets her database through video email and direct mail, but her real estate branding video marketing strategy is about to take off!
Did you like this article? Help us get the word out and share it amongst your friends and with your broker so we can put a Real Estate Marketing Dude in your office!
So what are your thoughts about creating some real estate branding videos for your business? Does it make sense? You can do it!