As individuals are actually purchasing for properties on-line, brokers ought to attempt to improve their model consciousness by content material advertising and marketing movies. Listed here are a couple of methods to get them proper.
Direct-to-consumer video started with the arrival of grainy, black-and-white tv in mid-century properties and, in a single lifespan, has developed into watching mini motion pictures on pocket telephones wherever on the planet! It’s been estimated that we now add more video content in simply 30 days than the main U.S. tv networks created over 30 years.
Video marketing is driving the crest of this wave and, for actual property professionals, it isn’t a query of whether or not you need to get on board however how to dive in and use it successfully.
The next best-practices information is one thing I carried out to help agents create videos throughout my years of working with digital advertising and marketing for the true property house, together with time as a multimedia content material supervisor for ListHub and realtor.com.
My focus is on “content material advertising and marketing movies” versus “itemizing movies.” Content marketing is designed to tell (and construct) your viewers, whereas constructing your model as an skilled, reliable agent and native market skilled. These have an extended shelf life and might cowl many various topics.
My 4-step format
All communication boils right down to what you say and how you say it. For our functions, let’s name what you say the “content material” and the way you say it the “construction.” Let’s begin with construction. A easy formulation to make sure your movies are efficient might be summarized as hook, ebook, look and took.
1. The hook engages
Consideration spans are quick, and your video must seize a viewer inside 10 seconds. Or, extra exactly, seize viewers, and let the remainder go! Do that by clearly stating your topic. If the content material addresses a concern or query, summarize it in a sentence. Utilizing a robust story or an eye-popping statistic will even hook viewers.
2. The ebook educates
That is the meat of the video, the place you supply answers to the questions and options to the issues. For example, if it’s about security protocols, clarify what good actual property brokers are doing (in fact, whereas utilizing your self for example).
3. The look critiques
Take a short look again at what you’ve offered to strengthen the message. Do it with a query equivalent to, “How does this influence you?” This will get the viewer into a first communication with you that may proceed naturally in follow-up.
4. The ‘took’ is the takeaway
So many video makers omit a call to action. It’s essential recommend a transparent follow-up motion, equivalent to directing viewers to e mail you by providing to reply submitted questions or directing them to any associated movies you’ve created in your YouTube channel or actual property web site.
The content material in ‘content material advertising and marketing’
When brokers inform me they don’t know what to speak about, I say — take heed to your viewers. What frequent questions and issues are your sellers, patrons and fellow professionals involved with? Begin there. If in case you have to do a little analysis, that’s even higher. It simply means your video will likely be extra useful.
Different areas that may generate content material are these issues you are enthusiastic about. If it’s meals, inside design, journey or sports activities, discuss that, however try to tie it to your market. For example, if the topic is meals, spotlight distinctive eating places in your neighborhood. Contemplate interviewing the proprietor or the chef — with Zoom in the course of the pandemic and in individual when you’ll be able to.
Does the content material have to be accomplished professionally? Is a DIY video OK? For a content material advertising and marketing video, it doesn’t should be extremely produced. The worth is in delivering that data and having it come from you to construct the experience. And since you ought to add new movies with some regularity — maybe each different week — you don’t wish to burn by the funds on the primary one!
In 2019, Optinmonster research decided video entrepreneurs had been getting 66 % extra certified leads annually. This yr — as extra individuals are restricted to buying property on-line — strive rising your model consciousness with your personal content material advertising and marketing movies.
Lisa Suazo is a Advertising and marketing Expertise Director with WEST, a Williston Monetary Firm in Denver, Colorado.