Mail Right Show Episode 291 with Special Guest Karin Carr
In the 291st episode of the Mail Right Show, Karin Carr discusses the difference between Evergreen and viral YouTube content strategy for real estate agents. Karrin Carr has been a licensed realtor for almost 16 years and is the Keller Williams’ Georgia Coast Homes Team leader in Savannah, Georgia. She is a well-known lecturer on video marketing and was awarded the #1 BombBomb Real Estate Video Influencer in the Consumer Education category in 2019. Additionally, she has spoken at Inman Connect, KW Family Reunion, and the Florida REALTORS® annual conference and is a frequent Livestream and podcast speaker educating others on the effectiveness of video marketing.
Karin is also the author of the Amazon best-selling book YouTube for Real Estate Agents: How to Generate FREE Real Estate Leads and Avoid Cold Calling Ever Again. She was forced to build a team a year after gaining significant business from YouTube, and she now oversees six agents in four separate market locations. She’s here on the show to discuss how to use YouTube as a business platform.
Simplicity and Authenticity are Essential
Nowadays, real estate brokers’ YouTube channels were typically so gleaming and polished that they resembled commercials. From the audience’s perspective, that is poor content because they were there to learn about the location they are about to move into, not to watch a commercial. Their amazement may lead them to believe that they would never deal with those successful real estate agents because they are so high up and low. Thus, brokers must make their channels more approachable than their competitors. You need to break down the barrier between viewers and realtors to encourage them to contact you after watching your video.
Use YouTube as a Search Engine
As an agent who uses many platforms, including a website, as a marketing tool, they must first evaluate what consumers look for when looking to purchase a home and conduct their research online. Additionally, they must consider what customers might type into the Google Search. Once you know what keywords your audience uses, you then need to create content that best relates to them.
YouTube, like Google, is fundamentally a search engine and functions on the same principles. With that, a statistic stated, “If you embed a YouTube video in your blog post, it’s 43 times more likely to appear on Google’s first page.” As a result, they should develop videos and publish them on YouTube, then link to them on their website to make the most of their available resources.
Our team at InboundREM actively encourages our clients to publish videos we pair with their community pages. It’s good to hear that Karin, a specialist in video marketing, confirms what our video-producing clients have been getting. Pages that have videos attached to them rank faster and get more traffic than those that do not.
Find Your Local Niche
When marketing online, particularly with videos, it is critical to understand whom the agents seek to communicate with. They cannot utilize broad subjects such as “What is earnest money?” or “How long does it typically take to close on a house?” Rather than that, they should focus their attention on their local market. Your local market should have defined concerns that you would know best as a local realtor. Creating content on common concerns for buyers and sellers in your area will net you a lot more traffic than publishing generic content that doesn’t really relate to your target audience.
Evergreen Content Strategy vs. Viral Content
Evergreen Content Strategy is the process of producing content considered to be timeless. This means the content remains relevant for your audience for a long time allowing you to create a video that will generate traffic and leads for your business continues after you’ve produced them. Videos produced using this strategy may garner only 20 views in their first week. And then it receives 50 views the following week, followed by 100 views the next week. Then, suddenly, it is picked up by the YouTube algorithm, which goes wild. And it has now accumulated hundreds of thousands of views.
By contrast, Viral Content Strategy refers to producing content that targets a specific trending topic. When a new trend becomes famous online keywords associated with the trend take a sharp spike up, and people who create content can ride the wave getting increased traffic. However, trends usually take a big spike down once everyone gets tired of it and moves on to the next viral trend. Digital marketers must position themselves at the onset of a trend to maximize its results. A good example of this was real estate content related to Covid-19 when the Pandemic started. As there was a sharp uptick in search results regarding information about the virus, content marketers who positioned web pages and videos to answer FAQs regarding the pandemic could get a significant amount of traffic during the trend.
