Real Estate Video Training: Step 2-Your Video Marketing Strategy Should Relate With Your Brand
Before you can begin building a real estate brand with video, you need to FIRST determine what your brand is. It’s hard to market a business without knowing what it stands for or who it caters to. The first step of this real estate video training series is determine what your brand really is.
YES, YOU ARE A BRAND. God made each of us unique and that’s pretty cool, embrace it! If you disagree with me that doesn’t make you wrong, it just makes you a another real estate sales person who isn’t playing the long game. Building a real estate brand is right for you if you plan on playing the long game.
What Does It Mean To Have A Real Estate Brand?
How many people, when they think of real estate, automatically associate your name to real estate? How many people would instantly insert your name into a conversation about moving or real estate? The answer to either of those questions will determine how big your brand is.
Your Brand (in real estate) is nothing more than how people remember what you do and how you do it
It’s your persona. It’s your voice. It’s your tonality. It’s how people remember you!
The reason most agents have trouble building their brand is because they don’t think of themselves as one. It’s hard to look at your individual as a brand, but if you were to open up a bakery or a store wouldn’t that be a brand?
Buyers and sellers very rarely choose the brokerage. Statistically, 97% of consumers chose the agent over the brokerage they work for! This is exactly why you should always be marketing your brand over your brokerage’s. People hire you, not the office you work for!
There are many ways you can build a brand, but when doing it with video, it’s essential to start with the first step in our process. We start by first defining your brand story.
Step 1: Real Estate Video Training: Building – Determine Your Brand Story
Meet Eric Eby. Eric needed a way to market his real estate business in a way that didn’t always involve him “selling” real estate. He’s great at lead generation and conversion, but poor at staying in touch with past clients and his sphere of influence. He decided he wanted to begin building a real estate brand with video so he didn’t have to 100% rely on prospecting or cold lead generation.
“People don’t remember what you do for a living, they remember why you do it”
There is a major difference between marketing and advertising. Marketing is your ongoing brand presence that keeps your business on top of mind. It’s the consistency of touches among your audiences. It’s your ongoing conversation you have with your database.
I think the main roadblocks that 99% of agents face when thinking about building a brand with video are…
- What do I say?
- How often?
- I’m too ugly to get on camera
- No idea what to do to start
- No way!! My videos are too boring and embarrassing.
Defining your brand story ELIMINATES these obstacles because it defines your voice, passion, and interests. For example, I’m a dude. I write like it. I talk like it. It’s just who I am deep down inside. I’m a laid back dude who just tells it like it is. That allows me to have a lot of fun with my marketing. It’s also much easier to remember.
(I would bet if my site was called Mike Cuevas that I wouldn’t get half the audience I currently have)
Let’s go through how we built Eric Eby’s brand from scratch.
Eric isn’t just a Realtor, he’s a local. When I met Eric, we had to sit down and do a deep dive so we get a clear picture of his personality. Eric’s personality had everything to do with his brand creation. He knows all about Northwest Arkansas, and we wanted to “position” him as the local expert.
Your brand needs to be based on your persona. In Eric’s case, he’s a laid back local. He is also a huge Razorbacks fan and bleeds NWA. In other words Eric represents everything Northwest Arkansas and is very “natural” to the area.
So Eric’s brand story “theme” is about being a local native to Northwest Arkansas. Once we know the theme, we can carry on to step 2 to build the central message.
Step 2: Real Estate Video Training: – Create Your Central Message or Theme
Eric’s central message or theme is based around the concept of being “natural” or “authentic”. When we talk about crafting a centralized theme, we are crafting a consistent message that fits the personality of your brand. It’s this consistent theme that Eric follows for all of the video content he creates. Everything has to be “natural”. If it’s not, it won’t fit his brand’s message.
Figuring out your centralized theme is the key to longevity and authenticity. It’s crucial that you create video content that excites you because, when you do, it’s authentic. Eric can pull this off only because he’s a raving fan of his area. He absolutely loves Northwest Arkansas, and this passion shows on his videos. Can you imagine shooting videos on stuff you weren’t interested in yourself?
Your theme will determine all of the video content you create going forward. Your “theme” will create an endless amount of content to create and, once you define it, it’s time to name your show series.
Step 3: Real Estate Video Training – Create A Video Series
After you crack your brand’s theme, it’s time to name the show series. We like naming a show series because it allows you to report your own news. If you were to just get up and film a bunch of random videos, there would be no centralized story that ties everything together.
In my case, my brand is all about being a dude. But its because of my brand; that sets the tone of my communication to my audience consistently. I didn’t plan on being a dude; it’s just who I am, but, once I learned to embrace who I was, I learned how to make it an advantage. I think you get the dudeness out of my blog, podcast, and any additional content I create. Mike Cuevas is not as memorable as the dude. The dude allows me to be me without regret.
When you set up a “show” or a series it becomes the excuse to create your video content consistently. It also allows you to story tell, which is the key to video content creation.
People don’t want more boring content focusing on market updates or interest rates. You don’t have to ALWAYS be talking about real estate either!
In Eric’s case the name of his show is called “Naturally NWA”. Let’s take a look of the different types of videos he can create with his show.
Business Owner Interviews- Eric focuses on the “mom and pops” of the area vs. the corporations and franchises.
Local Points Of Interest– Eric can create content on some of NWA’s most exciting points of interest that are very natural to the area. He would be giving a history lesson essentially on different aspects of his market.
Neighborhood Tours– Eric can go through the evolution of neighborhoods and the history behind them
The point is that his content strategy is now defined. Every video he creates going forward has to have a natural component to it. Eric has now defined his excuse to tell or remind everyone he is in real estate without hitting anyone over the head with his lockbox. We call this selling without selling.
Once you have defined your video strategy, it’s time to implement it.