Getting started with a real estate video marketing strategy can be a bit overwhelming, but the good news is that it’s in your head. Real estate video marketing is not scary, it’s just new. I want to show you how to overcome the 3 obstacles that hold most agents from getting started in the first place. These are not physical obstacles, but mental ones. I am confident that after reading this, you’ll have a better idea of how to get started, but more importantly you’ll be excited about doing so.
1. Make It A Habit
If you are going to commit to real estate video marketing, then commit to video. The best way to approach it is to no different than how you first approached brushing your teeth in the morning when you were a little kid. It felt weird at first, but over time it became a habit.
The same concept used in direct mail farming is also applied in real estate video marketing. If you were to sign up for a farming campaign, you would probably pick somewhere around 500 doors and commit to an initial campaign of somewhere between 6-12 months. Sending out one just one postcard isn’t worth it as you would need to build your presence in the area over time.
According to my “farming friends”, typically you’ll see:
1-3 listings year one.
3-5 listings year two.
5+ listing in year three.
The reason for that is because over time as you consistently keep showing up every month in their mailboxes your brand slowly gets imprinted in their brains as the local agent of that neighborhood. You build your brand amongst your farm overtime, not overnight.
Real estate video marketing is no different, but it’s impact and results come in much faster. As opposed to direct mail, video allows you to effectively communicate your brand’s story to a much wider audience. It also allows what direct mail does not by putting a personality to the name.
This has a much bigger impact on the mind’s of your audience and therefore your brand gets built faster. This is an excellent way to build your personal brand amongst your SOI and local community.
Real estate video marketing doesn’t generate leads it generates attention.
When you have the attention of your SOI and local community, a certain percentage of that audience will be moving this year (10-15%). At the same time 100% of them know someone they can refer you to. It was reported that 70% of consumers use the first agent they speak to so I think you know where I’m going with this.
Building a strong personal brand using real estate video marketing, is one of the most impactful ways to start building that name brand recognition.
When your name instantly comes to mind when someone thinks of real estate, you know you built a brand. Until then you don’t have one. The more people who can make that mental connection means you just built a bigger brand.
You will build a stronger relationship with your SOI and local community as you create videos consistently over time. It’s serves as a way to nurture your SOI and database in a way email or direct mail could not.
The key is to to commit the time to do them, but it’s a lot easier than you think. It starts by making video content creation as big a priority as prospecting.
Set up a video publication schedule and stick to it.
It’s very important to plan your real estate video marketing calendar. Start by deciding how many videos you want to do a month and then divide it equally over a month’s time, then just stick to it. Planning your video publication dates 30 days in advance is what I suggest. For example; the videos you shot in January will publish in February, the videos you shot in February will publish in March.
Making video a habit only involves planning. I brush my teeth every morning, but it’s not part of my plan, it’s habit. Make video no different.
2. Understand Perfection Doesn’t Exist
You aren’t perfect. Nobody is so quit trying to be. God is the only perfect being in our existence and you ain’t him. One of the biggest reasons agents kick the can down the road with real estate video marketing, is because they are scared of:
- what they look like;
- scared of being boring;
- scared of what to say;
- scared of what people are going to think of them.
You are human, embrace that. Nobody is perfect and nobody expects you to be.
Think about it from this perspective. You don’t have to show anyone the videos you shoot if you don’t want to. Therefore why would you be scared to shoot to begin with?
Have you ever noticed that MOST of the videos that go viral have one thing in common? They expose human nature. The Harmon Brothers came up with this video for PooPourri, which is a bathroom air freshener. This video has 41,396,715 views just on You Tube.
It exposes the truth on a topic that is very uncomfortable. In other words, it’s not only hilarious, it’s REAL human nature. Do you think the owner of this company was scared to put this commercial out there? Most likely yes, but they did it and it paid off BIG TIME.
NOTE: Chances are you will not be creating poop videos, but if you did they would probably get way more attention than the video of you giving a market update.
The Laughing Chewbacca Mask
Have you ever seen this video? It was not planned and most likely the first take. This video had 11,489,605 views at the time I pulled this. There’s no script or plan of action. It was shot on the fly and is hilarious!
Do you think she checked her hair before she shot this? Do you think she put on makeup? You can’t fake or stage authenticity!
In my opinion, the goal of creating real estate marketing videos should be to build your personal brand amongst your audience and local community + connect with them on a human level. Your videos should always represent your authentic self.
“But everything I say on video makes me nervous”
If what you are talking bout on video makes you nervous, my advice is to stop selling and start story telling.
Understanding the next mental objection is the most important!
Don’t be scared to be you, nobody else can. Own It!
3. Determine Your Brand’s Story
One of the largest obstacles agents have in creating real estate video marketing is identifying their central message or theme.
What do you talk about? How should you say it? Where do you get started?
All of this has to do with identifying your central message or what we like to refer to as brand story. Your brand is not your logo. That’s part of it, but your brand is your overall centralized message and reputation. In other words it’s what others think of when they think of you!
For example: I’m a dude. It’s just who I am. By now you probably know that I swear a lot, but it’s just part of how I express myself. I don’t do it in purpose, it’s literally how I talk. At the same time, my brand allows me to be me. I know that it will connect with others, but at the same time will also turn off others. Most people have an idea what to expect from me before we ever speak, but that’s because I built a brand. My brand is reflected in the tonality of my videos, my podcast, blog, and logo design.
I don’t want to relate to every person and neither should you because thinking you will is NOT realistic.
I believe you attract more by speaking to a defined audience of people you would naturally relate with. In real estate, that’s your SOI and local community. The jack of all trades is the master of none and when you try to create this one size fits all type of message because you want to serve EVERYONE, I believe you are doing yourself a disservice. Ultimately people do business with agents they know, like, and trust. So make it easy to be known, liked, and trusted.
Everyone has a brand, but don’t overthink it. Your brand is nothing more than what people think of you as a person. Let’s go through an agent’s messaging as an example so you have more context.
Ask Mama is a San Diego Realtor who is a mother first and Realtor second. She defines her real estate video marketing strategy by creating mom friendly content. People want their agent to be a local expert, so Mama expresses her local expertise by sharing kid friendly activities geared towards parents. This positions her as a local expert so she can build her authority, but also serves as a great way to stay in touch with her SOI. Mama knows who she is creating content for and that’s 90% of the battle.
She has a videos series where she interviews kid friendly places such as…
“Kid friendly San Diego Breweries”
“The Top Beaches With Changing Stations”
“Kid friendly beaches”
Being a MOM is an excuse for her to share her brand story and that’s how she is staying on top of mind and connecting with others she has not yet met.
Meet Eric Eby
Eric is in Northwest Arkansas, home of Walmart headquarters. It is known to be one of the corporate centers of the world with many company headquarters setting up shop near Walmart HQ.
So Eric focuses his real estate video marketing strategy on the mom and pop business owners of the area instead. He wants to position himself as a local expert and does so by creating natural like content about his area. He is also starting another video series where he is showcasing the “naturalness” beauty of the area.
His brand is based on one thing, being original or “natural” to the area. Because Eric now has a centralized message to tell stories on, he will never run out of real estate video content to create.
Once you crack your brand story, content creation becomes easy. Look at as an excuse to remind people about your real estate business without hitting them over the head with your lockbox. Do that consistently and over time you will build a strong personal brand that attracts clients!
Don’t overthink this whole real estate video marketing thing. Once you focus on create vidoes that remind your database what you do vs tell them it starts getting fun!