Agents should look to YouTube to enhance their video marketing campaigns
By Myrna Traylor
Social media platforms have played an ever-larger role in how REALTORS® conduct business. One platform, YouTube, has become a real game changer for many.
Although REALTORS® are increasing their use of video on Facebook and Instagram, those posts can be limited in scope and duration. It is also difficult for potential clients to search for content or names they do not already know. In contrast, a REALTOR’s® YouTube channel acts as a video archive. And videos that are tagged with names, locations or other keywords are discoverable through search engines, such as Google.
The content question
REALTORS® who have capitalized on this valuable platform have created videos that suit their businesses and personalities. Jenna Koontz, CRS, with Howard Hanna Real Estate Services in Youngstown, Ohio, serves up a variety of videos for different purposes. One set is directed toward people who might not be familiar with her area. “I like to feature our small businesses. It’s just been hard this year,” she says. “We tried doing some live events with masks and social distancing, and it just doesn’t have the same warm approach, so our videos emphasize real estate listings and are sales-heavy.”
Another set of videos focuses on common client questions. “For instance, my partner and I tackled, ‘Is it a good time to buy?’ and ‘Is it a good time to sell?’ says Koontz. “We’ve tried to keep up to date with what’s going on in our area. Plus, if a prospect calls with a question and we have the answers in video format, we send that over to them as quickly as possible to get them the information they want.” Koontz also points out that these videos have legs; even if a viewer isn’t currently in the market, they remember the information—and Koontz’s name—when they are ready to buy or sell, or they pass a link along to a friend.
Mario Romero, a 30-year veteran agent in Phoenix with the Melcher Agency, likes to promote arts and entertainment nonprofits in his videos, as well as provide tips on the Phoenix market. Also, he finds YouTube to be a great way to tap into a younger buyer base. “Younger people tend to do video,” he says. “I don’t mean people dismiss emails, but they will click on the video. Also, video gives an insight as to who you are. I’ve heard many agents say they think they look horrible on video, and I ask, ‘Are you going to surprise [the client] when they meet you? You look how you look.’”
Flint Adam, CRS, broker with Beacon Real Estate in Nolensville, Tennessee, has an edge when it comes to his YouTube videos: He was a broadcast journalist for nine years before moving into real estate. “I have a professional discipline from the news world of shooting video and crafting a story,” he says. “I put a little bit of a different spin on the videos for special properties and something more basic for a neighborhood house, but the intention is always to guide the viewer through the home. I make it more than just pictures and music because you’re introducing somebody to a home, a lifestyle and a community.”
Adam says his videos are a standard offering to his sellers. “I create a video for every listing regardless of the price point or the house. I’m sharing them across every social media channel I can, but YouTube is very important because it’s the No. 2 website in the world. It’s part of my value proposition for sellers; I’m going to put something together for you that’s going to be unique, professional caliber and shared everywhere.”
A winning formula
Missy Yost and her team, the Yost Group at eXp Realty in Hardeeville, South Carolina, have had great success attracting clients with their YouTube videos. Her market is brimming over with gated communities, so her videos have a lifestyle approach that shows potential buyers what life would be like in the Bluffton communities near Hilton Head.
“First, we show the location we’re talking about on a map, then we break down what there is to do in the gated community,” says Yost. “We’ll show the lifestyle amenities and social clubs available to homeowners. Then we’ll go into floor plans or the resale value of the homes.
“At this point we have about 17,000 views. We have sold so many properties through these videos that they have completely replaced all of our paid advertising, including our paid Zillow ads,” Yost adds. “I think a lot of it has to do with the fact that we’re very authentic, and we don’t try to be salesy—we are just your next-door neighbor telling you about the community.”
The familiarity factor
“It’s all about getting people to like, know and trust you. When they watch the videos, we are able to make them feel like we’re approachable,” Yost explains. “I cannot tell you how many times in the past I have sent out emails or just tried to attract business, and it’s like you hear crickets coming back at you. Nobody can call you, they won’t text you, they might email you, but for some reason these videos have really resonated to the point where we have people contacting us via email or calling us on a daily basis.”
Adam concurs. “At the end of the day, videos are just a great opportunity to show professionalism and expertise. When people see them, they remove that first hurdle
of speaking with a stranger.”
“My very top tip is to be authentic,” Yost says. “Don’t be gimmicky. Tell the good, the bad and the ugly because that’s how people learn to trust you, that’s what gets them to call you and that’s what converts into sales.”
Make Your Specialty the Star
Another advantage for REALTORS® using YouTube to reach potential clients is the ability to focus on a specialization you’ve mastered. Kim Ward, CRS, at Horizon Real Estate in San Diego, started handling probate sales in 2005 and launched her YouTube channel in 2018. With the goal of posting one video every week, Ward keeps a list of topics she wants to cover for any potential clients, from understanding probate timelines to living trusts to making window valances. “I give them to my daughter, who’s my social media help, and she comes up with the keywords. Then I write what I’m going to talk about, set up my iPad in my home office and record. Then I send my raw video off to my editor in the Philippines.”
Ward has a second YouTube channel for REALTORS® who want to learn how to help clients with probate sales. As she says, “the riches are in the niches.”
Check out the Council’s YouTube page at youtube.com/residentialrealestatecouncil.
Photo: iStock.com/v777999
