The key to effective video marketing is building a library of keystone content that generates exposure, demonstrates expertise, educates prospects, and builds trust, writes Derek Carlson.
Video content is a powerful marketing tool, but most agents don’t use it, and those that do, don’t use it to its full potential. That’s a huge missed opportunity.
The key is to build a library of keystone content that not only generates exposure, but also demonstrates expertise, educates prospects, and builds trust. This will help you attract the right leads and generate more revenue.
However, there are some things you need to know before you start. The first is that the video may not work as expected. it’s okay. It will definitely get better over time. Second, it needs to be authentic. Otherwise, people will hate you. So just be yourself.
5 posts to create and reuse
Let’s unpack the five videos that every agent should create and reuse.
what makes you unique
All clients want expertise from their agents, but first they need a reason to be attracted to you. Your story needs to resonate with them.
Some people may want to work with a cheerful, outgoing personality, while others may relate more to a colder, more calculating personality.
They certainly want someone who specializes in the type of home they want to buy or sell, but they’re also probably looking for someone who has some similarities to them. This may include, for example, shared religious beliefs, military service, or certain past backgrounds.
And most importantly, they’ll want to know why you got into real estate in the first place.
The truth is, there are over 1.5 million agents in the market and we are a commodity, so we need to stand out and differentiate ourselves from our competitors. This will help you attract the right clients and repel the wrong ones.
X things every buyer/seller should know
Because we deal with real estate every day, it’s easy to forget how complex this process is for others. This doesn’t just apply to first-time buyers. Because the average person only experiences real estate transactions a few times in their life.
That’s why a detailed video detailing some of the most important things buyers and sellers need to know before entering into a transaction can go a long way in educating prospects, calming their minds, and demonstrating your expertise.
The key here is to not just speak in industry jargon. Be sure to use technical terminology. However, please break down the terminology so that people outside your industry can understand exactly what it means. Prospects need to have a clear understanding of your expertise, but they also need to feel like they can relate to you and you can relate to them.
This topic is going to be so robust that you’ll need to shoot a long-form video explaining everything and then clip that video into multiple short clips for each individual subtopic. This gives you the best of both worlds: one comprehensive video that will keep your audience engaged for a long time, and several short-form videos that will drive massive exposure and engagement on social media.
*Note: The “X” in the subheading of this section refers to the number used in the video title. It is best to use odd numbers from 3 to 7 as numbers rather than words. Odd numbers will get you far more click-throughs than even numbers.
Current market conditions
All real estate is local, so by publishing your own in-depth analysis of current market conditions, you demonstrate your expertise and, more importantly, your understanding of the local market. This is a powerful way to build trust with prospects.
You should also strive to be the first agent in the market to update the public as the situation changes. This shows that you know exactly what’s going on in your local market and care enough to keep people informed.
story of problem solving
Most transactions don’t go smoothly. Experienced agents know there will always be delays and there will always be problems, but many clients don’t know that.
Publishing a video about a problem you solved in a real estate transaction accomplishes two things.
The first is to teach prospects to expect problems. When we understand that things can go wrong, we tend to react better when problems arise. And two, your problem-solving skills give them confidence that they can handle whatever happens in the deal.
A good approach here is to shoot one long video with 3-5 samples and clip it into several shorter videos. As you continue to complete transactions, more scenarios will become available to you to create more videos.
How to identify the right agent
We’ve all seen our share of good and bad agents and can tell the difference between the two. But most prospects can’t do that, which creates a huge opportunity to provide value by telling them what to look for. By doing so, you’ll also emphasize why they should work with you instead of your competitors.
One of the tactics I like to use in these types of videos is to point out some red flags for a bad agent to look out for, and then explain how a good agent would handle the same situation. For example, one possible red flag is if the agent allows buyers to manipulate the price just to get the listing, rather than pushing the price back based on market conditions.
And when you end up having a conversation with a prospect, and you do exactly what you said in the video, what a good agent would do, you’ll gain even more trust from them, especially in a situation where you could lose your listing.
Similar to problem-solving videos, you should shoot one long video with 3-5 topics and clip it into several shorter videos.
