Video advertising helps create a robust on-line presence, which is crucial to patrons who use the web. The first step to creating nice movies is getting previous worry. CHICAGO – Just like 360-degree excursions, utilizing video as a part of your general advertising technique isn’t a luxurious anymore. It’s a necessity.
Video advertising is the cornerstone of a robust on-line presence, which is crucial since about 97% of patrons use the web of their house search, in accordance with a National Association of Realtors® (NAR) report. Adding constant, branded and beneficial video content material might help you stand out from the competitors — which is pressing, particularly in an ever-changing market — mentioned Los Angeles actual property dealer Ivan Estrada.
“Video utterly modified my enterprise,” Estrada mentioned.
He’s a well known video knowledgeable and prime producer, and his YouTube channel is chock-full of sources for patrons, sellers and business professionals. He’s coated matters like the way forward for Los Angeles transportation and what charges tenants can pay when renting within the metropolis. He additionally does walk-throughs of houses and offers market projections.
“Video is not a chunk of the advertising,” he mentioned. “Video is the advertising.”
Still, Estrada admitted that it’s taken time to construct up his on-line video library, and he inspired attendees to start out doing video at a tempo that feels manageable to them. Estrada started by answering some essential private and enterprise questions and making a advertising plan.
Overcoming worry
“Video is weak,” Estrada instructed the gang. He added that damaging self-talk is widespread when creating video content material.
Often, individuals don’t just like the sound of their voice or how they appear on digital camera. Breaking down your group’s fears and overcoming the vulnerability collectively is the 1st step. The fundamental fears individuals have relating to video content material are:
They don’t like how they appear.
They don’t like how they sound.
They’re afraid of public scrutiny and judgment.
To assist with the worry of public scrutiny and judgment, Estrada had his group of eight meet within the workplace once in a while for confidence-building workouts. For instance, Estrada might need one in every of his group members stand on the entrance of the room whereas the others clapped loudly and cheered her or him on. Estrada mentioned he observed every group member changing into extra assured in entrance of others and constructing a stronger help system amongst one another.
Next, Estrada had his group members decide to holding a private video diary on their smartphones. For three days, every group member needed to produce a three-minute video. They didn’t need to share it with the group; they simply needed to create one.
“As time went on and we stored doing this, the brokers turned extra genuine and comfy in entrance of the digital camera,” Estrada mentioned.
Finally, he instructed a mirror train to get comfy taking a look at your self. “Look at your self within the mirror for 10 minutes per day. This lets you join with your self over the course of time.”
It’s essential to take an goal stance for this apply, he mentioned. The objective is to not decide your reflection however moderately to attach with that reflection within the mirror.
Identifying model pillars
Knowing your brokerage’s most essential values is vital to attaining a constant message and presence in your video advertising, mentioned Estrada. This isn’t only for brokers, although. As an agent, it’s essential to know your brokerage’s model pillars to your video content material, and it’s equally as essential to determine your personal model pillars. Figure out who you’re as an agent. What experience do you could have, and what do you wish to be identified for within the enterprise?
“Pillars solidify the voice of an organization and inform individuals who you’re and what you stand for as a model,” he defined. “Figure out what your model pillars are and create content material primarily based on that. Do not stray exterior of these pillars.”
This, he mentioned, ensures your advertising movies are persistently on-brand. Let’s say your brokerage needs to concentrate on creating content material round market information, native happenings, and house design. Here’s the breakdown Estrada gave for instance for every of those pillars:
Real property market content material
Market updates
Trends
Celebrity houses (which is related to Estrada’s L.A. market)
Local space content material
Restaurants and bars
Art galleries
Family-friendly occasions
Design
Apps
Interior design developments
Curb attraction
Smart house know-how
Estrada says breaking down every pillar into totally different topics creates a roadmap to your video content material.
Educational: Answer widespread questions in regards to the house shopping for and promoting course of. Give particular details about native legal guidelines and ordinances. What’s most essential, although, is that your movies present details about the kinds of properties through which your brokerage specializes. “Stay in your lane,” mentioned Estrada. “We’re not CPAs or legal professionals.”
Interviews: If your objective is to create content material in regards to the native space, interview a restaurant or store proprietor. If you wish to present helpful info exterior your skilled experience, contemplate interviewing a CPA or lawyer on a specific topic that may be of curiosity to your viewers.
Day within the Life: “Audiences love [peeking] behind the scenes,” mentioned Estrada. Consider giving the viewers a glance into what it takes to be an actual property agent. How do you set up your day or prepare for an open home?
Home excursions: Make a video in regards to the distinctive options of a list, or do a walkthrough. Estrada mentioned a easy video utilizing a digital camera cellphone works effectively for social media.
Take a have a look at your pillars and select a few video kinds that may greatest complement these pillars.
Video content material is among the handiest methods to market proper now, Estrada mentioned.
“Video is a should to remain related and the primary option to construct your model. It’s additionally cheap to get began and doesn’t need to be excellent.”
© 2024 National Association of Realtors® (NAR)
https://www.floridarealtors.org/news-media/news-articles/2024/04/define-and-deploy-your-video-marketing-strategy
