Real Estate Video Marketing: Step 3- Build Your Database
Once you have identified your brand’s story or voice, it’s time to begin building your audience. You can have the best video in the world, but if nobody sees it, what the hell is the point? Building your brand with real estate video marketing involves consistent communication to the same audiences. It’s the consistency of creating videos and then distributing them to your audiences that builds your brand.
We like to break your audiences down into two categories, warm and cold. Your warm audience consists of your SOI, past clients, and even family members. It should be comprised of anyone you would expect to use your services. Your cold audience should be comprised of individuals whom your brand message will resonate with in your geographic area (more on this later).
Your Warm Audience
Did you know that 63% of ALL agent business comes from referrals or repeat business? You don’t get referrals or repeat business from strangers, you get them from the people you know! We use video content to nurture your database consistently so that you can keep your brand in front of them in a humanizing and entertaining type of way without having to talk about real estate.
Think about how many of your past college or high school friends you have stayed in touch with through social media over the last decade. Being able to see their pictures, videos, and stories has allowed the both of you to hold on to the relationship. Even though you might not have spoken to each other directly, if you saw them in the grocery store you’d still say “hi” because you feel like you still know them.
Now let’s do the complete opposite. Let’s say you haven’t seen, talked to, or even heard from or about them since you graduated. Do you even feel like you know them anymore? Would you say hi to them in the grocery store now or even know what they look like? Most likely not.
That’s why video nurtures your relationship and build upon your personal brand. Are you starting to see how consistency in video content creation nurtures your SOI?
People work with agents they, know, like, trust, are and referred to, but only when they are remembered! Video leaves a larger impact which in turn leads to top of mind brand awareness. If you decided to do 1-2 videos a month for the next 6-12 months and each video was seen by 70% of your network, do you think you’d generate just a few referrals or direct business?
In an industry where 76% of consumers work with the first agent they speak to, your main goal should be to become the first agent they think of when they think of real estate.
Step 1: Build Your Marketing Lists
We must first break up your database into two different lists in order to communicate with them through multiple platforms. We want to create a social media list and an email list. Once we have these lists uploaded into our video email system and Facebook, we can begin consistently communicating with your warm audiences. You might also want to also read this article to understand how attraction from your database works>>> Attracting New Clients In Real Estate From Your Database.
You start building your marketing lists by exporting all of your database sources. We start by exporting your cell phone contacts, email contacts, LinkedIn contacts, CRM contacts, and any other resource that has the contact information of your database. Once that is complete, we will combine them all on onto one final CSV or excel spread sheet so you can move to the next step.
Step 2: Uploading Your Database Facebook And Instagram Database
Your database hangs out on your personal page, not your business page. However, the problem is that only about 20% of your “friends” see your posts. This is exactly why you want to upload your database into Facebook. When you are building a brand, marketing it is more about staying present vs. trying to sell. Think about the concept of direct mail farming, but instead targeting your SOI vs. strangers.
This is extremely important to understand because there is a major difference in advertising vs marketing your database. Branding and marketing is about consistency and story. Advertising is about getting a direct action taken as a result of your ad or content. You need to separate the two as both actions have different objectives. When you figure out your brand message, everything becomes much easier.
Chances are that most of your friends are not also following your business page or if they are, they aren’t seeing your posts. We recommend boosting Facebook ads to your database. You can upload a CSV spreadsheet into Facebook’s “Audiences” features of ads manager so you can reach the rest of your database via Facebook ads. You will need cell phone numbers and/or email addresses of your database to build this audience.
Step 3: Building Your Email List
Now once you uploaded all of your contacts into Facebook it’s time to make an email list out of them. Your email list should be comprised of relationships only. You are going to want to take your list and begin deleting contacts. Email is a little more intimate so we recommend you only build an email list out of relationships and delete the acquaintances. The reason for this is simple – nobody likes spam. My advice is to go line by line and delete every contact who’s face you cannot recognize by their name.
Another way to do it is to use what I call the “smell test”. If you were to be walking down the street, you should stop and say hi to this person, not go the other way. If they pass the “smell test” then leave them on your list. If not, then delete them!
We love video email. The days of sending out crap content are over. Sending people spam content only detracts from your personal brand versus build upon it. If people are not opening your emails, then what’s the point of sending them in the first place? We are seeing a 40% + open rate using video email, which is almost four times the national average(13%)!
The reason we use it is simple: it generates more attention than text based emails. If you want to learn more about marketing your database with video email I suggest you read the following article: Why Video Email is Your Best Referral Marketing Strategy.
Once your “marketing lists” are built, all you need to do is add to them. Don’t overthink it, and keep it simple. Consistent entertaining communication using video will build your brand among your database.