Last week our presenter at Agent First Summit was me, Jaime Resendiz, a leading marketing strategist for the real estate community. I’ve been in the business of creating content for YouTube and several other platforms for many years, and I’ve mastered the art of how to repurpose content to reach a massive audience in a short amount of time.
Our Agent First Summits happen every Tuesday morning! It’s a perk for all our real estate group members and any of their guests who want to join us. To get an invitation, RSVP here: Save Your Seat!
In this Summit, we got together to talk about how to repurpose real estate content on any platform with a few simple steps.
What Is Content?
Let’s start with the basics. What is content? Content is information and experiences that are directed towards an end-user or audience.
Content could be anything. It can be writings, videos, images, and more. And it can be repurposed in so many ways, especially in the real estate world.
Because real estate is a simple topic and one that’s important to so many people, it’s easy to repurpose content on all kinds of platforms. Use real estate content on your website, on social media pages, in email marketing, through direct mail, and in so many other areas.
With a few simple steps, you can repurpose one piece of content you create to go out onto several different platforms–any platforms you use. There’s just a few things to understand first.
What Is Repurposing Content?
Repurposing content is using all or elements of existing content in order to expand its reach. To do that, there are a couple main things you want to consider. The first is what platform you’re using it on–understanding each platform is critical to effective repurposing.
- Facebook should be used primarily to reach your Sphere (your people, your friends and contacts).
- Instagram can be used to reach both your Sphere and new clients who may be attracted by hashtags or Instagram algorithms.
- LinkedIn can also be used to reach your Sphere as well as new clients.
- TikTok is primarily a platform you should use to reach new clients.
- YouTube has possibly the biggest reach of all, and is the optimal platform to use if you want to reach new clients.
Now, let’s look at the benefits of repurposing content. There are many, but they’re pretty simple, and probably things you’re trying hard to do anyway. Repurposing can help you:
- Save time–you’re only creating and editing one piece of content, saving you tons of time online planning and creating.
- Save money–you don’t have to hire people to create things or pay for all kinds of software to perfect different kinds of content.
- Grow your personal brand–you’re building your own base of valuable content to share with followers and leads.
- Attract clients directly–you can create content to answer questions for potential clients that you want to attract.
- Attract clients indirectly–you have the opportunity to be found by many clients who search things on the web or ask friends for recommendations.
The benefits to repurposing content are many. So, let’s dig into how we actually do it.
How Do You Repurpose Content?
We’ll start out with one of the simplest ways to repurpose content: video repurposing. While you could follow this pattern with any type of content you make, the truth is that videos make up about 80% of the content consumed (note that’s consumed, not created) online. That means if you don’t make videos, you’re missing out on 80% of the audience out there.
So, how do you repurpose a video?
- Create an Anchor video (as long as needed).
- Develop clips (30-90 seconds).
- Condense into short form (under 60 seconds).
- Create a quote image.
- Design a message infographic.
- Write up a blog.
- Put out a podcast.
Now, let’s look with more detail at how we create and use each piece of content.
Anchor
You create your anchor to get exposure. Post it on YouTube, Facebook, Instagram, or LinkedIn. This should be a detailed exposé on some part of your business such as the home selling process. You can easily film it on your phone and then upload it onto whichever free editing software comes on your computer.
Clips
As you’re filming, try to break your video into good chunks that you can use for clips. This is easily accomplished by using a “Step 1, Step 2, Step 3” model. Then, do a final summary. That way, you can cut it up into good, valuable clips.
With each new step, you may want to add a summary of what you’ve already covered. This can be useful for creating both clips and short form videos. However, try not to tell everything in the clip–you want to use this to get exposure but ultimately to drive them to your anchor video. You want them to be intrigued but still need to go see your original video to get the whole story.
Clips are best for use on Facebook, Instagram, and LinkedIn.
Short Form
Your short form video should be a good summary of your content that gets you exposure and continues to drive people towards your anchor video. This content is best for Instagram Reels, YouTube shorts, and TikTok.
The short form should be something of value that comes out fast. A great method is to cut each point from your anchor video and mash them together in a super quick 60-second blurb. That will interest people in going to see the full explanation.
Quote Image
Your quote image should be something meaningful and powerful you say in your video. “Your words are powerful. Allow others to hear them.” Drop a line that adds value all by itself. Then take it and paste it onto an image background.
For the best results, use your personal image or a logo as the background. The quote image is great for improving your branding and driving traffic towards your site. And you can easily use it anywhere.
Message Infographic
Creating a message infographic is easy. Simply make an outline of your content and paste it onto an infographic from Canva, PowerPoint, or a similar platform. This infographic is really a way to make sure you have, as they say in golf, “no wasted motion.” With an infographic, you’re literally squeezing everything you can out of the content you make.
An infographic is also extremely important for branding and driving traffic to your page. Post it on Facebook, Instagram, or LinkedIn for the best results.
Blog
You want to create a blog around your video because blogs really do last forever in the online sphere. It doesn’t have to be a ton of writing though. Just get your video transcript and clean it up, then post it on your blog and share it on your social channels. Blogs are great for both exposure and branding.
Podcast
Creating a podcast is a similar process to creating a blog. Just take the audio, do a few edits like adding an intro and outro and upload it to Buzzsprout. Then it’s good to go! Podcasts are also incredibly useful for exposure and branding.
As an added bonus, if you have time and want to, you can even create a “clip” podcast. This is the kind of thing you can post on social channels or your website to drive traffic to your podcast and get even more exposure.
The Process
It can be hard to find time to edit and post all these pieces of content. But you need to dedicate time to it to make sure that it gets done. On one day each week, gather and edit all your content at once. That way, you can drip it out slowly throughout the week.
To start, create a Google form or something similar and enter the information you need:
- Video URL
- Timestamps you want to cut
- What blog title you’ll use
- What podcast title you’ll use
- Etc.
This form can be used to plan out the week so you know what you’re doing before you get started. If you want to schedule posts ahead of time, you can use the platforms’ scheduling functions. But you can also just set aside 20-40 minutes at the beginning and end of each day to make posts and then return and address any comments.
Go ahead and post several times a day on most platforms. People easily forget new information, and new people are always joining platforms or revisiting to check for updates. You don’t need to worry about being obnoxious if you’re providing value with everything you post. Just get out and post as much good content as you can!
And that’s it! If you can follow these simple steps, you’ll be a pro at repurposing content in no time.
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