Video, Repeat Business, Referral Business Video, Repeat Business, Referral Business

What Value Can Video Bring Your Business?

Video is a great way to not only get more repeat and referral business through your database, but to also educate people and provide value to them.

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When it comes to video, one question a lot of agents have is, “Why?” They’re resistant to the idea of using video to get more repeat and referral business through their database because video is much more personal.

I’m here to tell you that’s exactly why you should do it. That kind of personal, authentic visibility into who you really are and what you represent is what your clients want to know. It’s something that allows them to see that you’re relatable and it allows you to educate instead of sell.

Most people don't like the feeling of being sold to, but what I (and many other customers and prospects) appreciate is receiving valuable information that demonstrates an agent's validity as a real estate professional. For that reason, video is the No. 1 way to reach people and make an impact on a mass level without having tons of one-on-one conversations. When you’re looking to build a big, thriving business, scalability makes a huge difference.

Video also has a big impact on search engine optimization (SEO), which makes it a great way for people to find you organically on the internet. On top of that, if you’re using a good CRM, you can track open rates. What that means is if people are clicking on your email and opening your video, you can see who’s engaging. Those are signs of buying and selling activity, or at least an interest or connection to you. If people are taking the time to open your videos, they’re probably the most interested in you and your brand and are likely a referral source.

If you’re not comfortable with video, the best way to get over that is just to do them until you have a breakthrough. That will makes things so much easier.

What should your videos be about? To know that, you must know your audience and how to provide them value. If your database is anything like mine, it’s a combination of prospects, homeowners, people you know, and people in your community. What information is most valuable to those audiences? People never stop being interested in what’s going on in the real estate market, so take the time to give a monthly update on what’s happening in the market. There’s an endless resource of information on the market, and people want to know these things.
"Once you start shooting videos, it can be fun and addicting."
They also want to know about other news in the community, and as real estate agents, we’re always tapped in to what’s happening with other small businesses, so I recommend you consider those topics as well. Another topic that’s been successful for my team is how to make your house more valuable through affordable updates.

Now that we’ve covered the why and the what, how often should you shoot video? As I mentioned in the 36 touches you’ll be doing to your database annually, 26 of them should be video. The number 26 also just happens to break down evenly into every other week, so you should create a video every other week. It might work better for you to film all of your videos at once and send them out over time.

The good news is these videos should only be about two to three minutes long (otherwise viewers will lose interest), so it doesn’t need to be something you spend hours preparing for. I encourage you to have a few points you succinctly want to cover and get through them as quickly as you can so people can move onto their next daily task but also remember you as a valuable resource.

Essentially, this boils down to three actions:

  1. 1. Plan
  2. 2. Time block
  3. 3. Execute

When it comes to planning, I recommend you create a schedule and write down all the content you want to cover so it’s set in stone and you’re not questioning or overthinking it. As for time blocking, it usually takes me about 30 minutes to film a video, so make a 30-minute time block in your calendar for filming. If you’re the one sending it out to your database as well, make time for that too.

Every piece of success in real estate comes down to execution, so now that filming videos is in your calendar, all you have to do is show up and follow your schedule. That’s where the fun begins!

Video can be intimidating, but I promise you that once you start doing it, it can be fun and addicting. If you have any questions about the importance of video or need help coming up with topics, don’t hesitate to reach out to me. I’d be glad to help.

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