Cut Through The Noise! Video Marketing Tactics That Work In 2021

We need to make it easier to make more cash — proper now. All month, go Back to Basics with Inman as actual property professionals share what’s working now and the way they’re setting as much as revenue in a post-pandemic world. Get full entry to the sequence for 50 p.c off right here.
According to each entrepreneurs and shoppers, video is king when constructing model consciousness and creating vivid messaging. However, for a lot of brokers, the thought of making video content material is intimidating and complicated.
One of the phrases we hear round video technique — each from particular person brokers and the specialists we talked with — is “overwhelmed.” With so many choices and so many platforms, many brokers don’t know the place to begin when placing collectively a video advertising and marketing plan — in order that they don’t begin in any respect. 
The purpose, then, is to offer you among the most profitable methods brokers are presently utilizing to be able to select the one which’s best for you and put it to work to develop your small business. You don’t should do all of it. Choose your favourite choice, and decide to it for six months to a 12 months.
Professional video: Dawn McKenna Group, ‘That Moment When’

 
This professionally produced video is an element of a bigger general advertising and marketing technique developed in cooperation with Chasing Sun Creative.
Jackie Pesce Sieron
According to Jackie Pesce Sieron, founding father of Chasing Sun Creative, the purpose with this video was to convey “an emotionally interesting model advert by way of video content material” with video advertising and marketing as a top-of-mind technique for all advertising and marketing and promoting transferring ahead.
(The following interview has been edited for model and grammar). 
What is the largest mistake you see people making with their video content material proper now?
The greatest mistake I see with video content material proper now is definitely the truth that most brokers appear overwhelmed by the phrase “video” advertising and marketing. They really feel as if video must be this completely curated video achieved by knowledgeable and that they should put aside a big chunk of time to get video content material completed, whereas that couldn’t be farther from the reality.
Sure, professionally achieved movies are nice and might elevate an agent’s model and generate potential leads. However, it’s key to do not forget that video advertising and marketing can also be merely Instagram Stories and Instagram Reels and TikToks and Facebook Live, and all of those might be achieved inside a couple of minutes on their cell telephones. People are responding to fast and humanized content material, it doesn’t should be good.
I feel consistency and technique round what they’re exhibiting or saying on video is far more vital than the extent of high quality video manufacturing. Agents don’t have to overthink video advertising and marketing. When they overthink it, it tends to not occur.
How did you conceive of the ‘Moments’ video focus, and the way can brokers discover an strategy that doesn’t really feel ‘salesy’?
We put lots of thought and energy into Dawn McKenna’s “That Moment When” video content material and advertising and marketing plan. It was conceived after I known as members of the Dawn McKenna Group (about 10 brokers on her group of 26 in all totally different areas) and requested all of them the identical questions:

Why do you do what you do? 
What is your favourite half about promoting actual property? 

The reply was so clear once they all stated the identical factor as Dawn in so many phrases. They love being part of the particular moments that change their purchasers’ lives and like to be part of the begin to a brand new chapter of their purchasers’ lives.
It was a really emotional technique session to be sincere. The group all agreed how vital a house is, and we dug deep into what these “moments” at dwelling seem like.
They all made it clear that it was about making their purchasers pleased of their new dwelling. The phrase “second” was thrown out a number of occasions by totally different folks and it made us take into consideration branding them as a group who is actually in it for his or her purchasers. 
We wished to cease folks of their tracks and have them be capable to relate to this idea. I feel all people can relate to how particular the moments we create inside the partitions inside our personal properties are — particularly in at present’s day and age, however actually all the time.
How can an agent discover somebody reliable to assist them put collectively a video marketing campaign or perhaps a standalone promotional video?
This is a query I get fairly often! In this digital age, there are numerous gifted videographers on the market. I feel the facility of social media works to discover a reliable particular person or firm as a result of you may see their work proper there. 
Instagram is a good software for locating a videographer as a result of they’re often tagged in others’ movies, so it’s greatest to search out somebody who has achieved a few movies you preferred and search for tags or feedback. You can often discover out who created it.
How do you utilize the ‘Moments’ promotional technique throughout platforms?
The “That Moment When” marketing campaign/technique is an omnichannel strategy, and we’re hitting the Dawn Mckenna Group viewers constantly each digitally and in print.
We are doing month-to-month advertisements of their native life-style magazines in each Chicagoland and Naples as a result of the artistic is extra editorial and lends itself to {a magazine} full web page or unfold.
We are additionally utilizing this idea for some native newspaper advertisements, in order that it clearly is in entrance of the identical native viewers. Lastly, we’re selling a “second” as soon as every week on their social media with over 14,000 followers of their Instagram feed and tales. We are going to share the video in a paid social advert subsequent.
Combination social media and YouTube: Sue ‘Pinky’ Benson, Realtor and video advertising and marketing specialist, RE/MAX Realty group

Naples, Florida agent Sue “Pinky” Benson finds that a part of what causes brokers to wrestle and really feel overwhelmed when placing collectively a video technique is attempting to do an excessive amount of.
Sue “Pinky” Benson
“This isn’t HGTV, and it doesn’t should be,” stated Benson, who believes that brief and candy is more practical and simpler to implement. To that finish, Benson suggests two easy-to-implement methods that you would be able to begin immediately:
1. Quick and simple walkthrough
Rather than attempting to place collectively an extended walkthrough of a house, put collectively brief items of a video. “Even if the video is 2 minutes lengthy, whole, do it in small sections,” Benson stated. Stand outdoors and do an intro, then cease recording. Show the lounge, then cease. “Do little sections sluggish and regular and preserve it easy.”
“Pop in at one different level throughout the video for a particular function or explicit promoting level you need to spotlight,” Benson stated. “You don’t have to indicate your complete home — simply showcase small components.” This can also be an excellent choice for many who don’t like being on digicam the entire time.
2. Unbranded video tour
Create an unbranded video tour that may be included within the MLS itemizing. Don’t give a CTA, and movie on the identical day that you just’ve scheduled skilled images. Benson suggests capturing on Facebook Live to avoid wasting room in your cellphone.
Download the video to your pc and add it to a generic, unbranded YouTube channel. Put that hyperlink within the MLS. Be positive to incorporate the road, the home subsequent door, proximity to the street and different parts that won’t present up in a standard video. 
Benson suggests standing on the entrance door to indicate the floorplan then strolling and speaking your method by way of the home. The secret is to not establish your self so that you’re not selling your self.
“I give the additional particulars, upgrades, rental coverage for the group, pet coverage, and different related data.” In the outline, instruct potential patrons to “watch the video,” however don’t present your self or establish your self with a purpose to make sure the video is unbranded.
The key? Just get began.
Benson says that though she does skilled, industrial movies to run on tv, she has had extra inquiries from movies on social media than something that run on TV. “Don’t wait on video since you don’t have the cash to rent knowledgeable,” she suggested. “You don’t have to have that each single time.”
Benson additionally means that brokers not waste time with a prolonged intro or title card. “Don’t give your entire bio; simply leap into the content material,” she stated. “Get to the property. Make it in regards to the shopper expertise, not about your expertise.”
Finally, Benson encourages brokers to not fear an excessive amount of in regards to the haters or those that reply negatively to a video. “Your vibe attracts your tribe,” she stated. “Some persons are going to observe my movies and say, ‘She’s an excessive amount of for me.’ That’s completely tremendous as a result of my enterprise is my enterprise. The individuals who get my persona will work with me.”
“The energy of the video is that they’re attending to know you. There will all the time be naysayers who assume you’ll want to drop a few pounds or get Botox. That’s not who your movies are for.”
YouTube video advertising and marketing: Karin Carr, Georgia Coast Homes

Savannah agent Karin Carr brings distinctive humor and an interesting persona to her video content material, making her one of many business’s most sought-after specialists in growing video content material for actual property. Here are only a few of her greatest ideas and insights.
1. Use humor — for those who’re humorous
Karin Carr
While Carr stated it took a while for her to lean into her pure humor on video, she did so after getting constructive suggestions from viewers and purchasers. “I really feel like try to be your self on digicam,” Carr stated. “If you’re not humorous don’t attempt to be humorous. There’s no purpose you may’t be competent and have a humorousness. They’re not mutually unique.”
2. Know when to outsource components of the method
Although Carr initially did all of her video analysis, filming, enhancing and general manufacturing, she finally grew to become so busy that she couldn’t do all of it herself anymore.
“Dollar-producing actions for me are making the movies however not enhancing the movies,” stated Carr. She has a digital assistant who does a lot of the enhancing and has not too long ago employed a manufacturing supervisor to take cost of the workflows.
3. Differentiate platforms as wanted
According to Carr, what performs nicely on social media will not be the identical as YouTube. “YouTube is extra of a search engine so persons are looking similar to they do on Google,” she stated. 
That signifies that when folks watch her YouTube movies, it’s as a result of they’re genuinely within the content material, not simply mindlessly scrolling as they might be on social media.
“On social media, you’re the mayor of your on-line group, so that you would possibly make a video about native espresso outlets,” she stated. On YouTube, make movies that reply the questions persons are asking about actual property.
4. Show the life-style, not simply the house
Don’t simply present a home, Carr stated. Show the realm and the downtown. “Show them their life-style in the event that they had been to stay right here. When they name, they’re able to do a transaction they usually need to rent you,” she stated.
Carr stated that her YouTube leads are one of the best she has gotten in 15 years, with no advert spend, no pay-per-click, no increase. All natural views. “YouTube movies present up on Google search outcomes, so in the event that they had been on Google and search for ‘retiring in Savannah,’ the three movies that present up on Google are all mine.”
3. Put within the time up entrance
Carr means that brokers decide to at the least six months with out the expectation of a big response. “It would possibly occur ultimately nevertheless it is dependent upon how large of a market you reside in. Is it an enormous trip vacation spot and second dwelling market? Huge employer? Plan on 6-12 months and if it occurs sooner you’ll be thrilled.”
4. Keep up your outdated movies
Don’t be embarrassed in case your first few movies are lower than stellar. Just attempt to enhance with each video, stated Carr. “I depart all my unique movies up and folks inform me on a regular basis how significantly better I’m now than I was.”
5. Create a customized thumbnail
Use Canva to create a customized thumbnail for all your movies. “YouTube will decide three nonetheless frames they usually’re all the time the worst,” Carr stated. “I make a handsome, colourful thumbnail that can inform the viewer what the video will likely be about so mine jumps off the web page.” 
6. Jump proper into the content material
Forgo the 30-second introductory montage, Carr stated, as a result of it’s “boring,” and it’s not why persons are going to YouTube. She suggests a five-second brand pop-up as an alternative, then launch straight into the video.
7. Remarket utilizing your conclusion
Rather than asking for likes and subscribes, use the outro to inform viewers which video to observe subsequent. Once they’ve proven an curiosity, YouTube begins to feed your movies to them on their homepage.
Make every video extra partaking to attempt to preserve viewers watching all the way in which to the tip, then direct them to the subsequent video on a associated matter.
8. Do key phrase analysis for titles
Carr makes use of Keywords Everywhere to search for phrases related together with her matters. “It will let you know what number of searches are being achieved for that key time period and the way aggressive it is going to be,” stated Carr. “I would like low competitors — I’ll by no means outrank Zillow or Redfin.” However, on a long-tail key phrase of a number of phrases “I’ll outrank all of them day lengthy.”
Video messaging and CRM: Jimmy Burgess, chief development officer, Berkshire Hathaway HomeServices, Beach Properties of Florida

Jimmy Burgess
Jimmy Burgess is utilizing instruments like Bombbomb or Zoom to create video CMAs and stroll potential sellers by way of related comps of their space, ending by providing a worth vary for the proprietor’s dwelling. Burgess provides the next to the video outreach:
This is a spread because of me not seeing the within of your property for some time. If you’re inquisitive about what it could promote for in at present’s market, let me know, and I may give you that quantity after a fast 5-minute walk-through of your property.
Potential recipients might embody previous patrons, open home guests or homeowners in a neighborhood the place you’re presently farming. Burgess has seen vital ROI with this technique, together with greater than $9 million in closings instantly from these emails over a six-month interval.
Christy Murdock Edgar is a Realtor, freelance author, coach and guide and the proprietor of Writing Real Estate. She can also be the creator of the net course Crafting the Property Description: The Step-by-Step Formula for Reluctant Real Estate Writers. Follow Writing Real Estate on  Facebook, Twitter, Instagram  and YouTube.

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