First of all, no one really sucks at video marketing. The point of marketing yourself to your potential clients via video relies heavily on you just getting yourself in front of people in an effort to build a connection with your audience. And in this case, your audience is your potential client base.
Video marketing is less about the quality of the video and more about your personality and value shining through. People getting to know you through video communication offers an extension of your personal brand, which ultimately drives your business… especially as a real estate agent.
In this case, YOU are your brand.
Let’s first address your hesitations.
Ewwww… I hate watching myself on video.
Very few people are comfortable in front of the camera – especially in the beginning. Just like you hate the sound of your own voice on SnapChat or your grandparent’s answering machine, it just takes a little getting used to. But please, no flower crown filters on your real estate video.
Perfection is the enemy of execution. If it means 26 takes, professional audio equipment, an aggressive lighting setup, and Kim Kardashian’s glam squad to complete one video – you’ll never get enough content out there to generate a true voice for yourself, or any sort of following.
But don’t I at least need some decent equipment?
Not now. Sure, if video marketing becomes a huge platform for you in the future, you may decide to invest in a mic or a GoPro, or something even more professional. But for now, your smartphone will work just fine. Chances are, people won’t even know the difference between your smartphone and a more professional camera if you use a tripod or selfie stick to keep it steady.
But what am I going to talk about?
This is the biggest concern people have when faced with developing a comprehensive video marketing strategy. But what can I even talk about?
What do you talk to your clients about? What do you discuss at networking events or with your real estate industry friends and colleagues? What makes you unique? What candid advice do you give to new clients?
For instance – Who makes the best taco in your city? Where can people get the best Happy Hour after a tough day at the office? But what’s up with that new traffic pattern on Main Street?
Part of being a real estate agent is being the expert in your field, which includes your market. Let’s say you’re from Portland, Oregon. You want to be THE expert on all things Portland, Oregon. You should eat, sleep, breath… and video… about Portland, Oregon. Tell people where to get the best vegan, non-GMO, cruelty-free, non-chi blocking, aromatherapy burger in all of Portland. Video from the table of Portland’s best acupuncturist while meditating in warrior pose and drinking a local craft beer.
Okay, so now we’re just spouting off Portland clichés, but you get the idea.
Being an expert in your area, which is an important part of being a successful real estate agent, will build trust with your potential clients. Once you’ve gained their trust talk about your latest open house, tips around financing a first home, your favorite new listing or the success of a satisfied past client.
The most important aspect of all content creation is to first provide value. Always ask yourself – why does my audience care about this? If the answer is “they don’t,” then don’t share it.
Execution. Execution. Execution.
In a world of endless filters, airbrushing apps, and auto-tuning (we’re looking at you, Britney), it’s easy to get caught up on the details and hesitate on publishing your video due to its imperfections.
For your first video, just publish it as is. Don’t overanalyze. Don’t edit. Just hit the upload button. This will get you used to the idea of getting your ideas out there when they’re fresh, and without much effort and obsessing.
But how do I get people to view it?
Recording the video is only half the battle which is exactly why we don’t want you recording 32 different versions! The second most important part of video marketing is the actual marketing of the video.
If you already have a stellar Instagram following or a group of active Facebook users, posting your videos there is a great first step. But promotion should go a bit beyond just posting to your existing following on social media.
Try placing a Facebook ad with your video using specific targeting for the areas you farm and for an audience that is likely to buy or sell a home. You can also target existing leads, previous clients, and important contacts. You’d be surprised how many times you need to communicate to your leads to build trust, and develop a new client!
What’s new and hot in video marketing?
One of the best new services for real estate video marketing is Bomb Bomb, which is a video e-mail tool tailored for real estate agents. It allows agents to send unlimited video e-mails, automate the follow-up messages, and track leads through opens, clicks, and plays.
It’s easy to incorporate Bomb Bomb video marketing into your existing campaigns with its Gmail app and Chrome extension, as well as a mobile app for iOS and Android devices. If you really want to leave it all to the video marketing experts, Bomb Bomb will even set up custom e-mail designs for you. It’s approved for the technically challenged!
Video truly is the future of real estate marketing. While it can be uncomfortable and scary in the beginning, it’s the easiest way to quickly connect with your audience on a personal level. We have no doubt that once they get to know you, your expertise in and love for your city, and your real estate savviness your audience will feel like they know you (and will want to work with you)!
So, go ahead and hit that record button. We’re just sitting here waiting for your next viral video!
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