This week, I, Jaime Resendiz, hosted our Agent First Summit. I headed up our Summit to share the important formula I’ve learned for generating leads on YouTube and share out my YouTube Lead Generation System for Realtors®.
Our Agent First Summits happen every Tuesday morning! It’s a perk for all our real estate team members and any of their guests who want to join us. To get an invitation, RSVP here: Save Your Seat!
The formula is simple:
- Make a video
- Get people to watch video
- Sign a client
This is obviously a simplified version, but this is the basic principle. If you follow this process in one way or another, you’ll get leads from YouTube.
Videos to Make
Consider first your potential client’s journey. During their real estate journey, there are two stages in their decision-making process that you should focus on, because these are the stages where they’re going to be researching what you can offer them. The two stages to consider are the real estate decision and the agent selection.
First, you want to provide them information that helps them decide to buy or sell (the real estate decision). Second, you want to give them information that helps them choose you as their real estate agent (agent selection). Have this timeline in mind BEFORE making any video.
Don’t make the mistake of skipping ahead to the purchase decision when creating your content. If all your content is about that final decision, you’re ultimately already late–they’re not going to call you. They already have an agent by the time they decide to purchase.
If all your content is for those purchasers who have moved on with another agent already, you won’t be picking up any YouTube clients, and you’ll soon be frustrated by a lack of leads–it’s like you’re swinging the bat AFTER the ball has already passed by.
Video Topics
To begin picking up leads, create videos that are local. Tell people how to move to your area, how to buy a house in your area, how to find entertainment in your area, etc. As you build your channel, you can do more far reaching videos (e.g. how to qualify for a mortgage).
When creating seller videos, create useful videos that explain confusing topics like homestead exemption information, tips on property taxes, home staging ideas, and how to sell without a REALTOR®. Add locality to these videos too, and make sure they’re relevant for your customer base.
With a base of videos, you should be able to create a strong YouTube presence. Keep keywords in mind when you create, and you’ll get plenty of traffic.
YouTube has three primary ways to bring you traffic:
- Search traffic
- Browse traffic
- Suggested traffic
YouTube will tell you exactly where your traffic comes from so you can determine where and how to publish and focus on the right keywords.
Calls to Action
Don’t forget that in our business, a view is NOT enough. You have to attract clients and close sales. To do that effectively, you need to provide further information that people can use on a regular basis so they don’t forget about you.
In each video, offer them a resource in exchange for some kind of contact information so you can keep in touch with them. That way, if they don’t go on YouTube again, they don’t just forget that you exist and helped them in the past. They’ll be more likely to come back to you for further help.
For example, you can give people calculators, lists of homes under certain prices, lists of homes they can afford based on how much they’re paying in rent right now, etc. These resources provide value and encourage people to trust you.
For your channel, use one CTA resource that is always available and that will provide value to everyone who is watching your videos. You can include the CTA in your descriptions, on your video, on the about section of your channel, etc. This CTA will be a timeless resource you can easily share to attract leads.
Second, use a timely CTA that applies only to one specific video to attract further clients. This will be a timely resource that may not always be relevant but fits perfectly with this video.
Lead Capture
Once people respond to your CTA, you need to keep them working with you. The goal is to get the viewer to reach out to you, and there are many modalities through which that can work. Here are a few ways to get and keep their contact information for further use:
- Email (“email me for…”)
- Text (“text me abc to 123”)
- Fill out a Google Form (“link in description”)
- Head to a website (“go to website linked below”)
- Go to a landing page (“go to website linked below”)
In every video, encourage them to look at the description or comment section to see how to contact you and follow the link you provide. Try not to mention specific phone numbers or email addresses in your video, just in case you decide to move or change in the future. That way, you can keep your contact information updated and relevant.
Follow Up
You need to follow up immediately, as you well know. Get in touch with people as soon as they send that message to make sure you’re the first one to meet their needs. People already know about you from your videos, and when they reach out for help, they’ll be delighted to hear back from you, in person.
Get in touch and qualify them right away to decide what kind of a lead they are–someone who wants to sell now or someone you should keep in your drip campaign until they’re ready in the future.
Conversion
Once you’ve qualified your leads, you can begin the steps to converting them. Immediately get a micro commitment from them. This will either be a commitment to starting business now or a commitment to return to them for a follow-up later on.
Then, send out monthly emails that provide them with some value–market information, selling or buying tips, etc. Send these to everyone, regardless of whether they’re doing business with you now, so you can build a strong base of clients and referrals.
Finally, commit to quarterly or semi-annual check-ins to see how they’re feeling about their home choices and if they are ready to buy or sell. With regular contact, you’re much more likely to be the one they go to when they’re ready to make a real estate move.
With these tips, you can build a sustainable and useful YouTube channel that generates leads and keeps your business growing!
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