Do you feel stuck trying to figure this whole video thing out? Everyone is telling you to get started with real estate video marketing, but nobody is telling you really how or why it works. It can be confusing at first because it’s the complete opposite of what most Realtors are traditionally taught.
You might be wondering how the hell a community video can lead to more clients and in this post I want to simplify the who, what, where, when, and why of real estate video marketing.
If you are stuck wondering creating videos that have nothing to do with selling a house leads to lots of business, then I dedicate this post to you, cheers! If you have any additional questions, just ask!
Step 1: Real Estate Video Marketing: Understanding Human Communication Face to Face
Video is not a sales strategy. If you approach each video focusing on sales instead of value, you are setting yourself up for failure. Video is a communication strategy that allows you to get face to face with an unlimited amount of people 24/7 without you being present.
Video allows you to connect with people on a much deeper level because it’s face to face. It allows people to check out how you roll and determine if they can picture themselves working with you.
Do they trust you?
Are you fake?
Do you have a family?
How’s your grammar?
Focus your videos on communicating EFFECTIVELY as opposed selling effectively. This is half the battle.
60% of all communication is based on your tone.
Your tone is everything. People aren’t listening to what you are saying as much as to how you are saying it. Video allows you to “demonstrate” what it’s like to working with you. Have you ever noticed that most of the clients you attract are just like your friends? That’s not a coincidence, it’s human nature.
Check out what Jerry has to say about tone…
How is the tone of your videos? Is it boring? Are you exciting? Are you passionate? Do you love what you do?
The more energy your spew in your tone, the more people will pay attention to your content!
30% of communication is based on your body language.
Next time you talk with someone take note of their body language. Most people can have an entire conversation through body language. Can’t you tell when someone is excited? How about sad? How about mad? Your body language is extremely important to take into consideration in your videos.
Statistically speaking, it’s more important than what’s coming out of your mouth!
Are you excited about what you are saying or are you doing so uncomfortably?
The more animated you are, the better you will execute your message. What’s more memorable? Someone jumping around or someone talking with their arms on their sides?
10% of communication is based on the actual content.
This is going to blow your mind. Only 10% of what you actually say will be retained. Quit focusing on what you are saying and put more emphasis on how you say it.
Do you remember ShamWow?
I don’t know what this dude is saying, but I want to buy it! What he’s saying is no where near as important as to how he’s saying it! I’m also still talking about it 20 years later! That’s a great video! I didn’t recall the product because it was a good product, I recalled it because of the dude! That’s the power of video.
Video allows you to build a stronger brand for top of mind brand awareness. How beneficial would it be for your business if everybody you knew instantly associated your name with real estate? When you own their attention, you’ll attract clients.
Step 2: Real Estate Video Marketing: Defining Your Audience
No marketing strategy works without first determining who you are making videos for. In real estate, video marketing should focus two types of audiences(warm and cold). Your warm audience is your rolodex of relationships. It’s your past clients, sphere of influence, family, and friends. This is where over 60% of business comes from each year in the form of referrals and repeat business!
I like creating videos just to stay top of mind. When I’m creating a video for my database, my only goal is to nurture the relationship and build my brand. In other words, it’s a giant “don’t forget I exist” type of objective. Look at this no differently than direct mail farming, but instead farming your rolodex of relationships.
10-15% of them are moving this year!
100% of them can refer you to at least one person in the next 12 months.
The goal is not to generate leads, it’s to generate attention! When the term “real estate” comes to mind and your name or brand is associated with it, you begin attracting business. It’s not a matter of if they are going to move it’s a matter of when they are going to move. Statistically, that says every 5-7 years depending on where in the country you are located.
This is math, not theory. It’s reported the average American moves 9.1 times from age 18. 2.7 of those moves comes after the age of 45. The larger size of your audience or database, the more opportunity you will have.
If you are interested in learning more about the psychology to why people refer others anything, you might like this article. Why people refer Realtors business
The second audience(optional) would for your local community. Video is a great way to build your brand amongst your farm. The same way you begin a relationship with someone online is no different than with someone offline. Start creating video content that is relevant to the area, and do it consistently. This is no different than if you were to farm a neighborhood, except now you are doing it digitally and with video. Over time you can create some relative real estate content and sprinkle that through your farm or highly targeted people who are most likely to move (more advanced).
Step 3: Real Estate Video Marketing: Distributing Your Videos So They Get Seen
No real estate video strategy is worth doing unless you are getting your content to the right people. One of the biggest mistakes I see agents making right now is that they are only putting their videos on Facebook and not multi-purposing them. If you are doing this, you are missing the whole point. Real estate video marketing is all about building your personal brand in addition to nurturing your relationships with content.
Here’s step by step what I recommend with every video you create.
Video email your content! Make sure you are using some kind of video email system. Most CRM’s have them or there are plenty of services you can utilize. If you are one of our clients, it’s included in your subscription. We see video emails get an over 40% open rate, which is almost 4x’s the national average. Your database doesn’t want more turn back the clock emails, so STOP creating crap content. This article will help you learn more about video email.
Post Your Videos Organically To ALL Social Platforms! It is essential that you post to all of your channels organically. I recommend staying away from any 3rd party tools, and just uploading to each platform independently. This means not to share from your business page to your personal, but make separate posts. Also make sure you post your video content on your other channels as well.
Run Ads To Your Custom Audiences. It is very easy to create a custom audience inside of Facebook, Instagram, or even Google of your database. You can upload your email list and cell phone number list to create a custom audience of your largest source of business, your rolodex of relationships. If you wanted to take things up a notch you can create audiences of people most likely to be moving, but that’s another post!
Post Your Videos On Your Website. Your video content should always get added to your website! It will build your brand overtime and can be sued time and time again. You can write a small blog post with them or transcribe the content for a few bucks.
Upload Your Videos To YouTube. It is super important to optimize your videos on YouTube! YouTube optimization is all about getting your videos to rank on search. This is one of those hidden strategies that so many agents fail to do. Think about it this way. If you were to do 2 videos a month and ranked them under specific search terms that means you can potentially pop up for search over 24 terms in just a year? Starting to make sense yet?
Here’s how it works in summary?