Video isn’t something you maybe, kinda, sorta should do. It’s something you must do, if you want to keep up with all of the other top producing agents who are out there kicking butt and landing listings with the help of their rock-solid video marketing strategies.
Consider this:
The numbers don't lie. And these numbers are telling us that real estate agents must incorporate video into their lead generation strategies.
So, for the agents who have not yet dipped a toe in video marketing, what's holding them back?
Look, I totally feel you. There's a reason why I'm a writer and not in a role that requires public speaking.
But here's the awesome thing about you: You talk to leads and clients every day, one-on-one, and you're amazing at it. When you get in front of the camera, you don't have to put on a performance or have a script memorized. All you have to do is have a conversation. Imagine you're sitting down with one of your favorite clients and explaining how the market's looking, or why going the FSBO route might be a challenge, or how they can buy a home without a down payment. Pretend it's a one-on-one conversation, and hopefully that will squash your nerves so you can share your awesome self with your audience.
The great thing about video marketing for lead generation is that, for the most part, it requires no fancy software or equipment. All you need is your phone (presuming you have a smartphone that can record video and connect to the internet). Put it in selfie mode, hit record, and start talking. Maybe you use a little tripod, but your hand or a stack of books also works just fine. The low-budget, candid format creates a wonderful feeling of authenticity that people will appreciate; they'll know that they're getting to see the real
As for those "fancy" listing videos, you have two options:
Take another gander at the stats listed above. Video marketing is well worth your time. Perhaps you have another marketing tactic that you could pause for one month while you give video marketing a try. You just might find that you have a better ROI with those quick little videos you recorded than the pricey postcards you send out each month.
So, now that we've debunked a few myths, let's get to the good stuff.
Krista Mashore—real estate coach, author, and video marketing extraordinaire—shared with us these four video marketing strategies that are proven to work.
Create a video that is short, attention-grabbing, extremely valuable, and leaves them wanting more. For instance, one video Krista created goes like this: "Hey, did you know you can buy a home even if you have a low credit score and no money for a down payment? If you'd like to learn more, click the link below!"
This type of video should be run as a paid ad on social media sites. As Krista points out, “Facebook's algorithm is only letting you be seen by the people who are already engaging and interacting with you. Your job is to get everyone else in the community to see you. You want the person who has never heard of you before to see you—and see you on a regular basis. When people are seeing your videos every single week, very quickly you start to become known and seen and liked and trusted.”
Krista specifically recommends Facebook, but where you decide to distribute your ad will depend on your unique audience.
Send 10 individual video text messages each day to 10 prospects (those leads that are more likely to convert). This is just a quick, popping-in-to-say-hi video. Make it about them, not you. You might say something like, "Hi Mary! I just wanted to say hi and let you know that I drove past your house the other day and your sunflowers are amazing! They really brightened my day. Hope you have a great one! Talk soon."
This is also a great thing to do for people's birthdays and anniversaries! It's worth your time to make these personalized, one-off videos for any high-value leads that are close to converting.
Create a series of videos in which you highlight all of the coolest coffee shops, restaurants, parks, boutiques, and other local businesses in your town. This will help you establish yourself as someone who really knows the area, which will help you win the hearts of locals and position yourself as a valuable resource for newcomers. Plus, you'll get a chance to meet the owner and employees of each business you highlight—and who knows, one of them could become your next client!
A weekly or monthly update on the local real estate market is highly valuable information that your leads and clients will want to receive. So why not make that content even better by putting it in a video? All you need to do is pick two or three local statistics to share, and then provide some quick commentary on what those stats mean for buyers and sellers.
The video craze isn't a passing trend. Or, at least, it's not a trend that's going to fade out anytime soon. Between the years of 2018 to 2022, the amount of time the average person watches online video per week has nearly doubled. (In case you're wondering, that average jumped from 10.5% to 19%).
So if you haven't jumped on the bandwagon yet, it's time to get to it.
Take baby steps. Pick one of Krista's 4 strategies listed above, figure out your video content (what you'll say, what value you'll provide), and then make your big debut.
Sammy Harper is a content writer at Firepoint & Realvolve. Her nine years of digital marketing experience include SEO, email marketing, social media, and blogging. Fascinated by the real estate indust...
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