Real Estate Video Marketing: How To Distribute Your Content
Once your video is edited, it’s time to implement your real estate video marketing distribution strategy. Remember, if nobody sees your video, then what’s the point? The entire reason we went through step 2, Building A Strong Personal Brand Your Database Loves, was to establish the audiences that will see your video. We want to build your brand with those audiences.
In real estate, don’t forget who your most important audience is: your database. The people in your database are responsible for a large majority of agent business, so we like to use video to nurture these relationships. Interacting consistently keeps your brand at the forefront.
The key is taking on a multi channel approach, which I will outline in the rest of this post. You can use this as a checklist to get all your video content distributed.
Step 1: Real Estate Video Marketing – Upload To You Tube
You Tube is a search engine. Many people tend to forget that about it. It is also a great place to begin building your hyper local library of video content. When uploading your video, it’s important to optimize it for search. The best way to describe optimization is it’s like SEO for You Tube. If you want your video to potentially show up in search results, you need to optimize it correctly. In this example, I still have a video ranking #1 on You Tube under the search terms closing costs (still very surprised it’s still #1).
This is extremely easy to do and highly recommended on every video you create. Some videos will lead to business, while others won’t, but getting in the business of multi purposing your content creates more opportunities to be had down the road.
This video was the biggest surprises of my career. I did this video for a rental property, and I actually lost money making it. But, it has resulted in over $50,000 in commissions and many additional leads. At the time of this writing, it had 26,000 views and continues to climb. The only reason I did it at the time was to please the client, but it turned out to be the gift that keeps giving.
Step 2: Real Estate Video Marketing – Write A Blog Post On Your Website
The second thing we recommend is writing a blog post on your website to go along with each video. We then put the video on top of the post, no different than in this blog post. I found that when I had a video at the top of every page on my site, I better connected with people who would read my content. Regardless of what kind of video you are doing, I always recommend putting the video on your site with some written content. The more content on your site, the more your brand grows.
Your videos and content will live on forever, buying leads you start over each month
Let’s say you are looking for a dentist in a new neighborhood and found 3 dentist offices that are close to you. You decide to visit each of their websites to get a better idea of who will be the right fit. Dentist A’s website has a couple pages on it and is very generic. There are not any pictures of the staff and barely any information other than location, hours, and a poorly written about page.
Dentist B has a site that’s a little more in depth. You visit their community page, and you see a bunch of pictures of the staff and what looks like a recent holiday event, but that’s really the extent of it. Their site was much better than Dentist A, but they didn’t have a blog or any additional content.
Dentist C has a site much like Dentist B’s, but, in addition to the personal touch, they have a blog with about 20 articles. You start reading through the blog and discover some interesting things about your teeth you previously didn’t know. Then, you visit their about page and see bright colorful pictures of the whole staff and satisfied past customers.
Which dentist do you choose?
Most likely, you choose Dentist C because you probably felt more connected and educated by Dentist C. This put him in an authority position. Content does that.
What is the state of your website? Do people get an idea of who you are? What about your expertise? Do you have any content on your site that isn’t generic? We use content to drive people back to your website, but to also build your brand. The more content you have, the bigger your brand can grow as each piece generates more attention.
Look at how I market the “Dude”. You are here either because you found it directly online in a Google search, saw it on social media, heard my podcast, or you’ve been following my content for sometime. It’s the content on my site over time that has built my brand so that agents like you develop some trust in me. Without it, I’m just another dude.
What do you think people think about your brand when they visit your site?
If you’d like to learn more about creating content on your website, I would suggest reading this article, Do I Need A Website. You might also want to listen to this podcast too, Creating Content Is No Longer An Option.
Step 3: Real Estate Video Marketing – Video Email It To Your Database
Your database doesn’t want any more crap email boiler plate content, but that doesn’t mean you shouldn’t send them anything. We are consistently seeing over a 40% open rate using video email.
We recommend using video email to keep in touch with your database and past clients. A hyper local video series does a great job of entertaining your database, while keeping your brand top of mind. Your database doesn’t want to always see some kind of sales pitch from you, but they are interested in what’s going on in their community!
If you were to showcase 2 community videos a month and you distributed them to a list of 150 people, do you think they might remember what you do for a living?
Step 4: Real Estate Video Marketing – Distribute Organically On ALL Social Media Platforms
Your social media channels are nothing more than additional ways to stay in front of your database. These are perfect spots to splash your video content, because the people you are connected with are your largest source of business. One of the biggest mistakes I see daily is agents only posting their video content on Facebook when they can be sharing it on all of their profiles.
TIP: Sharing from your business page to your personal page is a NO NO. Upload it organically so you get more reach! As a matter of fact upload to every platforms you are on organically and stay away from 3rd party posting tools. We stopped using them because we saw decreased engagement (this is 100% my opinion).
Don’t over think this part. Start overlooking all of your platforms as independent database marketing tools going forward. Your business page is different than your personal page. Your Instagram is different than your Facebook. LinkedIn is different from Instagram. Treat each of them independently and don’t be lazy.
I have generated business from each of these platforms because I am consistent in the way I distribute my content. For example: LinkedIn is the platform I generated the least amount of business from, but I did get my largest ever client from it. Your database uses social media differently than you do. This is why I suggest treating them all independently.
Just remember this, 10-15% of the people who see your video will need your services this year. Everyone who sees it can refer you to at least one person this year, but are they? 76% of people use the first agent they speak to, so that’s exactly why you do it!
Step 5: Real Estate Video Marketing – Running Paid Ads On Social (optional)
We also recommend throwing some kind of budget with every video you create going forward. Creating video ads on Facebook and You Tube is extremely inexpensive (relatively speaking). Never before has an individual been in the position of reaching the masses with a relatively low budget. Let’s talk about the 2 types of targeting we recommend.
Audience #1 – Your Database
The first audience you want to put your video in front of is your database. Inside both Facebook and YouTube, you are able to upload an email list of clients and past customers. The reasoning for doing this is simple. Once you upload the data, you can now run ads to this list.
Only about 20% of your “Friends” will see your posts on your personal page due to the Facebook algorithm, which means nearly 80% of your “friends” are not seeing it. This is exactly why you want to place ads to reach more of your network.
Typically I would say to stay away from boosting, but it makes sense in this case because the objective is brand awareness and engagement. We are looking for engagement, and we aren’t trying to run some advanced Facebook ads funnel. So, keep it simple.
Audience #2- Your Farm
The second audience should be your farm community. If you plan on setting up a digital farm, I would recommend matching the demographics up that match your brand message. Realtors attract like people, so make it easy to stand out by targeting yourself! Know who your brand resonates with.
Building your brand with real estate video involves two things. First you need the right content to create. Secondly, you need to make sure they get seen. Don’t overthink this. Create video content consistently and then splash it in front of your prospective clients and see what happens.