Video marketing is a powerful tool. No doubt, you’ve considered the benefits of using virtual tours to market the homes you’ve listed. But have you considered the power of using video to build your personal brand and expand your sphere of influence as a real estate agent?
The statistics speak for themselves:
85% of all Internet users in the U.S. watch online video content
87% of marketers use video as a marketing tool
Video marketers get 66% more qualified leads per year
As we know, the key to selling real estate (or anything else) is establishing that know, like, and trust factor. Video is hands down the best way to accomplish this. And it doesn’t have to be hard or scary.
I’m the co-founder of RE Agent Growth and we have just launched a new feature for personal branding for realtors as part of our Referral Accelerator Program. I’m sharing 5 tips with you, that will help you master video to grow your personal brand.
5 Tips to Master Video:
Perhaps the biggest misconception about video marketing is that to be professional, it must be scripted, directed, and produced by a team working in Hollywood. With every man, woman, and child walking around with a high-quality camera in their pocket, this couldn’t be further from the truth.
Of course, you always want to present yourself as a professional. But you aren’t producing a commercial in the traditional sense. So relax and focus on being yourself.
1. Showcase Your Personality
You are building a personal brand, so it’s vital to let your personality shine. This is what video does best. Since video engages both the visual and auditory senses, it offers more opportunity for connecting with your audience. If you simply write a press release and then read it in front of a camera, you are squandering that opportunity.
2. Come Up with 2-3 Themes
Stuck on content? Don’t worry. With a little practice you’ll find tons to talk about. I recommend writing down two-three themes and brainstorming topics around these themes. For example, if you specialize in selling homes with spectacular views, you can create a series of videos around local neighborhoods with the best views or design tips for showcasing your jaw-dropping view.
3. Experiment and Track Your Success
Social media is a great place to experiment with personal branding videos. Try out content using Instagram stories or Facebook Live. Once you see what types of content your audience wants to engage with, pre-record some videos on those topics for YouTube. Experiment with the time of day and length of your videos too.
The key to making video work as a marketing tool is adjusting your strategy based on your results.
4. Be Relatable
In addition to showcasing your personality, you want to share content your viewers can relate to. The quickest way to connect is to wrap valuable information in stories. This might seem intimidating at first, but you have tons of stories. What are the stories you repeat to clients most often? Storytelling brings human beings together.
It can be hard to identify what’s most relatable in your own personal brand. That’s why having a powerhouse marketing team on your side brings so much value. My team works with realtors to bring out the stories that highlight their best selves.
5. Share Your Journey
Finally, don’t be afraid to talk about your journey. The reason we relate to stories is because they take us on a journey. Your clients work with you because they appreciate your unique path to becoming the real estate expert you are. They know you wouldn’t be here without the challenges you overcame. So don’t be afraid to get vulnerable and share your journey.
Recap: Developing a Personal Brand is a Journey
If you’re new to the idea of developing a personal brand in real estate, remember that this is a marathon, not a sprint. It will take time to build and grow your video audience. After all, as the saying goes, Rome wasn’t built in a day!
But if you’re looking to go further, faster, contact his team. They can help you unleash your personal brand.
Aaron Martinez is the Co-Founder of RE Agent Growth along with Karan Sanghavi. He is a loving father to two beautiful children. He has appeared on NASDAQ and Zillow and in addition to generating high-quality leads for his agents, he is helping Realtors grow their sphere of influence through his “Referral Accelerator” program.