As folks are actually searching for properties on-line, brokers ought to attempt to improve their model consciousness by way of content material advertising movies. Listed below are just a few 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 films on pocket telephones wherever on the earth! It’s been estimated that we now add extra video content material in simply 30 days than the most important U.S. tv networks created over 30 years.
Video advertising is driving the crest of this wave and, for actual property professionals, it isn’t a query of whether or not you must get on board however how to dive in and use it successfully.
The next best-practices information is one thing I carried out to assist brokers create movies throughout my years of working with digital advertising for the true property area, together with time as a multimedia content material supervisor for ListHub and realtor.com.
My focus is on “content marketing videos” versus “listing videos.” Content material advertising is designed to tell (and construct) your viewers, whereas constructing your model as an skilled, reliable agent and native market knowledgeable. 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” and the way you say it the “structure.” Let’s begin with construction. A easy method to make sure your movies are efficient might be summarized as hook, e book, 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 remaining go! Do that by clearly stating your topic. If the content material addresses a priority or query, summarize it in a sentence. Utilizing a robust story or an eye-popping statistic will even hook viewers.
2. The e book educates
That is the meat of the video, the place you provide solutions 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 evaluations
Take a quick look again at what you’ve offered to bolster the message. Do it with a query comparable to, “How does this impact you?” This will get the viewer into a primary communication with you that may proceed naturally in follow-up.
4. The ‘took’ is the takeaway
So many video makers omit a name to motion. You must counsel a transparent follow-up motion, comparable 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 marketing’
When brokers inform me they don’t know what to speak about, I say — hearken to your viewers. What frequent questions and issues are your sellers, consumers and fellow professionals involved with? Begin there. When you have to do a little analysis, that’s even higher. It simply means your video shall be extra priceless.
Different areas that may generate content material are these issues you are captivated with. 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. Think about interviewing the proprietor or the chef — with Zoom throughout the pandemic and in particular person when you’ll be able to.
Does the content material have to be completed professionally? Is a DIY video OK? For a content material advertising video, it doesn’t need to be extremely produced. The worth is in delivering that info 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 need to burn by way of the price range on the primary one!
In 2019, Optinmonster analysis decided video entrepreneurs had been getting 66 p.c extra certified leads every year. This yr — as extra persons are restricted to buying property on-line — attempt growing your model consciousness with your personal content material advertising movies.
Lisa Suazo is a Advertising and marketing Expertise Director with WEST, a Williston Monetary Firm in Denver, Colorado.