We’ll be a camera-first society in less than 5 years. So if you want to grow your business, it’s an absolutely necessity for you to step in front of the camera. And the easiest way to do this is with video. In this article, I’m going to show you how to create real estate videos that generate leads!
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Throw Caution To The Wind…
“I need to lose weight”
“I get too nervous”
“I don’t have time”
“I don’t know how”
These are the most common excuses that I hear from real estate agents when they tell me why they can’t create videos to market their listings and their businesses. But while you ponder over whether you can or can’t, your competitor is biting the bullet and figuring it out.
Is creating videos scary? Of course, it is. But you have to throw caution to the wind and just do it. There’s no easier way to start and you’ll get better with time, so just stop worrying about it.
The Purpose Of Tour Videos Is NOT To Sell The Property
I know that this seems totally counterintuitive. But you’re not doing it for the buyers, you’re doing it for the sellers.
Make no mistake about it: If you sell the property because of a video, fabulous, but that’s not your end game. The point of adding video to your marketing mix is to win more listing presentations.
Think about it like this… If you’re on a listing presentation, and you show your sellers the difference between your custom video and a standardized slideshow tour video, who do you think they’re going to choose?
This is a powerful point of differentiation that will immediately set you apart from every other agent in your market. When you create custom property tours, you can not only show the sellers how their home will be showcased, you can also show them how much exposure they’re going to get when you reference all of your marketing stats and data.
Get More Referrals
A second reason why you should be doing more real estate videos is to generate more referrals. When you post videos to YouTube, the amount of organic reach that you can get from each video is endless for years to come. As you effortlessly demonstrate your knowledge of the properties and your local market on film, you instantly build both credibility and authority online.
This creates an invaluable opportunity for out of state buyers and sellers to find you, but it’s also an important opportunity for out of state agents to find you as well.
Real Estate Video Lead Generation Tips
#1 Only Film At Homes That Show Well
A real estate video is similar to a private showing – If the house doesn’t fare well in person, it’s probably not going to fare well on camera either. So make sure that the house is stunning. Preferably, it should be staged, have beautiful wall colors, and some great selling features.
#2 Hire An (Affordable) Videographer
A pro will showcase you (and your listing) in the best light…. Literally. One of the best ways to make a listing video more beautiful is to hire a professional who knows how to film. Now, this doesn’t mean that you need to spend thousands of dollars on videography, but it does mean that you need to find someone who’s a professional and knows what they are doing.
Search Instagram, Craigslist, and your local colleges for up-and-coming videographers who are looking for steady income and a strong referral base of new clients. Negotiate a deal and ask them to shoot your videos in exchange for massive marketing exposure and more referrals. #winwin
#3 Write Your Own Scripts
If you’re already writing your own listing descriptions, then scripting your videos should be a piece of cake. Just be sure to focus on the property’s selling points. Always remember that viewers only watch and share videos that they find interesting – So make sure that each video has share-worthy content!
#4 Keep Your Videos Short And Sweet
As an online marketer (who happens to sell real estate), the number one thing that you can get from someone online is their attention. We now live in a society where the most valuable currency of all is attention. So if you want someone to pay attention to what you have to say, keep your message short and sweet – 60 seconds or less!
#5 Skip The (Cheesy) Intro
Sorry, but it has to be said… Don’t waste a single iota of a viewers time with an intro – Especially a cheesy one. A 5-second intro is an absolute eternity on the internet. You’ll lose people’s attention immediately and ultimately sacrifice your video’s engagement. So don’t do it. Skip the intro, get right to the point, and start the video off with you in the house talking about its selling points.
#6 Tell a Cohesive Story
There’s an old adage that says, “facts tell, stories sell.” This couldn’t be more true. If you really want to captivate your audience, make sure that you are telling a story about the listing, not just the facts. The easiest way to ensure that you’re doing this is to focus on features, as opposed to benefits.
Here’s an example:
- Feature: The new Tesla can go from 0 to 60 in 2.8 seconds.
- Benefit: The new Tesla accelerates faster than any other car on the road – including a Porsche, Lamborghini, Maserati, or Ferrari.
Do you see the difference?
Features are interesting facts, but benefits will allow you to tell the story that needs to be told. The benefits can allow a car salesman to help a shopper to envision themselves at a stoplight, sitting in the fastest car on the planet, along with all of the prestige that goes with it, outpacing the competition on the road, all at a fraction of the cost of the other well-known sports cars.
#7 End with a Strong Call To Action
Your videographer can do this in a snap! Just have her create a slide at the end of the video that asks people to call you for a private showing. Include all of the ways that viewers can contact you, including your name, cell phone, website, and address.
#8 Upload Your Video To Your Facebook Page
Facebook has now become a key marketing platform for real estate agents. If you’re not already leveraging the power of Facebook, you can read about the benefits of Facebook marketing for real estate agents right here! Facebook has already stated that it will be focusing more on video than any other post types moving forward in the future. So be sure that your video game is strong. Upload all of your listing videos to your Facebook business page and don’t forget to share that post on your personal page for even more engagement and exposure!
#9 Optimize Your Video For YouTube
YouTube is owned by Google and, as a result, it’s the second largest search engine in the world. But in order to get your videos found on YouTube and get them to rank on the first page of Google, they need to be optimized. If you’d like to know how to do this, I’ve written a full article that details everything you need to know to optimize your real estate videos for YouTube right here.
Real Estate Agents Who Are Crushing It With Video
I hope that you now have a better grasp on what it takes to create real estate videos that generate leads! I know that video isn’t always easy, but I promise that you will get better with time!
Before you go, tell me one thing from this article that hit home for you the most. Write it in the comments below or tell me in the Facebook Group!