As of today, online video is the number one source of information for 66% of people. In addition, 93% of businesses who use video in their marketing strategies gain new followers as a result. If you’re in real estate, videos (preferably created with YouTube) are a MUST for your marketing strategy.
Of course, if you’ve never created videos before, you might find the prospect a bit intimidating. That’s where we come in. It’s not difficult to create videos on YouTube, but starting can be challenging if you’re on your own. Thankfully, you’re not!
Here is a simple YouTube blueprint for real estate agents to follow as they start creating video content for their brands.
Step #1 Understand Your Audience
Before you start creating ANY type of content, you need to understand the people for whom you’re creating it. That’s the only way to create content that they’ll actually care about—content that will actually gain you traction in the busy sphere of online video.
When you’re creating on YouTube for real estate agents, the main audience you’ll be speaking to is made up of buyers and sellers. Of course, if you prefer to work with one or the other, you’ll have to take that into account.
Once you understand your audience, you will know what videos you need to create in order to reach them. Buyers, sellers, and investors all have different questions and concerns that they’ll want you to address in your content creation. Keeping those questions and concerns in mind is crucial to creating valuable, good, attractive content.
Step #2 Inventory the Landscape
As you’re planning to get started on YouTube for REALTORS®, it’s important to know who your competition is—in this case, other agents who are in your sphere. Not a ton of agents are still out there doing YouTube, but if you see real estate channels in your niche/area, you need to do your due diligence and check them out.
Pay attention to the style and tone of the videos, as well as what type they’re producing. Are they going over frequently asked questions about real estate in general, or your area, or certain specific topics in real estate?
Note also if the videos are funny and include various graphics or if they’re more serious in tone and primarily consist of one agent talking about a topic. It’s important that you note what your competition is doing AND pay attention to how well it is or isn’t working.
You don’t necessarily want to copy everything that another agent does, but if they’re getting a lot of traction, try to find out why and include a similar tactic when you start filming yourself.
Step #3 Inventory Your Clients
Now that you know who the competition is, it’s time to figure out who your ideal client is. Consider what your ideal client is asking for help with. Are they first-time buyers who know nothing about selling a house? Or potential investors looking for market info? Or sellers who aren’t sure how the selling process works?
Once you know who your client is, pay attention to the questions they’re asking you and others in your sphere. This is the secret that makes your videos tick—these are the people you’re talking to and this is where you’ll get your business.
Don’t go to Facebook real estate groups or similar places to find “frequently asked questions.” That’s what everyone else does. You pay attention to the people you’re already working with and make sure you know what THEY want (and need) to know.
Step #4 Gather Your Setup
In order to start videoing, you obviously need some equipment. It doesn’t have to be fancy, though! Start with your phone—these days, everyone’s got a pretty good camera on their phone.
Once you get your channel up and running, you’ll likely want to get equipment that’s a little nicer. A camera, microphone, and some kind of professional lighting are the main upgrades to focus on. So, if you want to add on that more sophisticated touch, consider getting some professional equipment.
Check out Trevor Jones’ YouTube channel for the best real estate agent video, audio, and lighting equipment. Trevor is a former editor turned real estate agent, so he knows exactly what you need to create the highest-quality videos for YouTube.
Step #5 Get Your First 3-5 Videos Ready and Publish!
As soon as you know what your audience is looking for and are prepared to answer their questions, start gathering data. Then, as soon as you have the data you need, film your content!
You want to start with at least 3 good videos going in, preferably more than that. That way, you can start getting traction immediately. When I started my newest local channel, I had content ready to go and had gotten several leads only DAYS after I began the channel.
If you’re not entirely sure how to set up the most effective and attractive channel, you can always head over to one of my YouTube channels and model after it. OR, you can sign up for my team’s “Done-for-you YouTube” service and get YouTube management for real estate done for you.
Either way, it’s important that you get your channel started as soon as possible. Now that you have the YouTube blueprint for real estate agents, don’t hesitate! Get going on creating your channel today. And if you need help, don’t be afraid to reach out.