On the 437th episode of Mail-Right Show, Robert Newman and Jonathan Denwood discuss the importance of using video for agents to capture high-quality prospects and drive growth. Robert Newman founded InboundREM, an inbound marketing company focusing on real estate lead generation, SEO, and search engine optimization to get the inbound marketing element started. Jonathan Denwood is the cofounder of Mail-Right, which builds beautiful websites on WordPress and provides a CRM and lead generation LinkedIn platform. This episode dives into how incorporating video into real estate agents’ strategy can revolutionize lead generation efforts and drive unparalleled growth for their businesses.
Why Are Leads Generated Through Video Better?
Leads often re-qualify themselves before speaking on Zoom, other platforms, or via phone. If leads find the message valuable and see the content as a good resource, they tend to binge-watch other videos produced by the same source. This creates a sense of familiarity as if they already know the person behind the content despite never meeting in person. This happens because some people can be very different in private than their public persona, yet viewers feel connected.
There are also significant benefits when combining video content with blog posts and written material. Google increasingly values content creators who blog about the same subjects they cover in their videos, giving them more credibility in SEO than standalone blog posts.
Leads who have watched these videos tend to be far better. They can pick up on your inflections, tonality, and appearance and respond positively or negatively. This self-selection process ensures that only genuinely interested prospects reach out, which is important in the digital world. Even if a video gets 500 views and only one call, it means reaching 500 people while finding one strong connection. This connection taps into kinesthetic learning, engaging visual and auditory senses and creating a sense of familiarity. It’s like talking to someone at the door, establishing a relationship where 50% of the sale is made simply because the prospect feels they know and trust the person. This comfort leads to open, honest dialogue, and if the service meets their needs, it significantly advances the process of creating a client relationship. Combining video and written content establishes better relationships, leading to higher-quality leads.
What Are Some Key Things Agents Need To Know About Using Video Effectively To Get Quality Leads In 2024?
To effectively use videos in blogs, it is essential to conduct basic SEO research. The main challenge with video content is ensuring sufficient visibility. Although Google owns YouTube, their search mechanisms show a noticeable difference. Using a specialized SEO tool is necessary to achieve reasonable traffic numbers and have YouTube recognize your content. Several options, such as TubeBuddy and VidIQ, are affordable and provide valuable insights into search volumes for specific terms. Utilizing one of these tools to conduct title research is crucial to ensure your videos gain views. Once an appropriate title is found, building a blog post around it is recommended to enhance searchability on YouTube.
For agents who are one or two years into their careers, finding a niche and targeting videos to that niche can significantly improve success. However, this can be challenging at the beginning when one might need to take on various projects. The sooner a niche is identified, the better the results will be.
Keyword research is vital. For example, searching for a broad topic like “real estate in Daytona Beach” on Google will reveal related questions people frequently ask. These questions are semantically connected to the keyword and represent what people are most interested in. Creating videos that answer these questions can quickly and effectively address audience needs.
Instead of trying to define the market, tapping into existing search trends is more efficient. This can be done using a Google search bar without special tools or subscriptions. By understanding what people are already searching for, real estate agents can create videos that answer those questions, thereby attracting quality leads. Typing in relevant broad searches related to specific markets, neighborhoods, home types, or styles will reveal the questions people are asking, which can be addressed in videos.
Optimizing video content is complex and time-consuming. While marketing teams can offer guidance and point real estate agents in the right direction, the actual answers to client questions should come from the agents themselves. This expertise is crucial for leveraging video effectively and generating high-quality leads. Commitment to serving the audience’s needs through well-answered questions will enhance the effectiveness of video content.
The Best Video Production Tools For Real Estate Agents
Canva
Canva is one of the best options if you are looking for the best value-for-money tool in 2024. The premium version of Canva can offer a significant return on investment. It helps, especially when creating thumbnails. Canva also includes a basic video editor, which, while limited, performs well for basic video editing on smartphones, tablets, and desktops. Additionally, the pro version features sophisticated green screen tools. Priced at approximately $100 to $120 annually, Canva’s extensive functionality makes it an excellent value-for-money option.
Runway
Runway can help you edit videos, especially with their AI text-to-video generator. Runway offers four product pricing plans: Basic, Standard, Pro, and Unlimited, with a 20% Discount on Annual plans.
Descript
Descript can help you quickly produce content for different social media platforms through video editing. One video can be quickly adapted into different ratios to fit platforms like TikTok, Facebook, and more, saving agents time significantly. This process eliminates the need for manual adjustments to meet the image ratio requirements of each platform, which can be a considerable time-consuming task.
Adobe
Adobe has a couple of free products, but they will suck you into their paid subscriptions, and it can rapidly become very expensive.
DaVinci Resolve
DaVinci Resolve is a highly effective free tool for PCs and Macs. It is a powerful tool—although not ideal for quick edits, it is excellent for more intensive projects. While a paid version is available, it is generally unnecessary unless video production is needed professionally.
What Are 2-3 Types Of Videos That Work Well In Generating Quality Leads?
A realtor may have 500,000 views on videos but zero sales on the MLS. Meanwhile, others with only a couple of thousand views have generated sales. The difference lies in the content discussed. General topics like “10 Best Reasons to Live in Reno, Nevada” often don’t generate leads. However, specific issues, such as HOA fees for a particular building managed by a casino company in Reno, can attract attention, especially if there are known property maintenance issues and high fees. A video on such a topic might only get 40 views, but it will likely result in inquiries because it positions the realtor as an expert in property maintenance and pricing. When potential buyers or sellers can’t find answers online, they turn to realtors, assuming they have the necessary knowledge. This can lead to viable business opportunities. Addressing specific questions about properties, real estate types, or neighborhoods can convert these questions into income opportunities.
Neighborhood driving tours generate a significant number of leads. These simple videos involve driving through a neighborhood with a camera on the dashboard, providing a tour as if the viewer were a client in the car. When creating neighborhood driving tour content, ensure the road is smooth and the sound is okay.
Additionally, two types of videos are particularly effective for sellers. The first is new construction videos, which are highly popular. Showcasing a new development can attract a lot of leads from interested buyers. When you do a video of new developments, if you go to a place where a developer staked and said 10 homes are about to be built, you’ll likely get a lot of leads from people because just new development is so hot. The second is home improvement tips. Many people search for advice on what to repair before selling their home. Videos answering these questions, possibly featuring a contractor discussing renovations and their impact on home value, can generate leads for both the contractor and the realtor.
Furthermore, videos are more effective in the first half because people binge-watch content. When these potential clients engage, and as long as they have the budget, they typically sign up. Agents must understand the importance of taking that first step, like creating a video. Most people already have a great camera in their pocket. The key focus, however, should be on sound quality, as poor audio is something viewers are unlikely to tolerate.
When a marketing strategy gains momentum, it’s essential to recognize videos’ different roles. Some videos are designed to attract a large audience, while others are tailored for conversion. The focus should be on the latter—conversion videos that may attract lower traffic but are easier to rank for. While these videos might not generate 10,000 views, they will get a response, which is far more valuable, especially for a marketing company focused on results.
How Do AI Is Going To Impact Video In The Next 18 Months
Being able to edit small clips and organize content for different platforms and resolution requirements is extremely useful. Today, few people are discussing the potential of having a virtual version of oneself, allowing video creation without stepping in front of the camera. However, embracing the idea of appearing on camera is essential. If not, consider collaborating with a younger person to work with you, be the front person, or be a video assistant. The notion that a non-official AR persona could represent someone’s personality is intriguing but may lack authenticity.
Consider the example of Tyler Zay, who became the face of Easy Agent Pro. Despite not being an expert, his earnestness and genuine desire to help agents resonated with followers. His authenticity led to a large following, surpassing many competitors. However, when he switched to a brand ambassador, the channel’s growth slowed significantly, highlighting the importance of passion over a cookie-cutter approach.
A recent Sora video for Toys R Us demonstrated the creative potential of AI by incorporating an animated representation of the founder’s child. While not lifelike, the AI-generated image was compelling. This development suggests that the day is nearing when agents can upload images and videos, allowing AI to create seamless avatars capable of delivering scripted messages. While an avatar might not replace an agent’s deep local knowledge, it could assist in certain marketing tasks, lightening the workload.
Generative AI videos will likely revolutionize the real estate industry. Agents can collaborate with creative agencies to produce engaging AI videos and effective SEO strategies, offering cost-effective marketing solutions. For those reluctant to appear on camera, these tools could be invaluable.
Though there’s excitement about AI’s potential, it’s important to recognize that it won’t transform businesses overnight. AI might enhance processes, but the real impact will be on clever entrepreneurs who leverage these technologies effectively. For instance, focusing on tools like CRMs in the real estate industry often overshadows the need for solid processes. Whether using an outdated CRM or the latest technology, the effectiveness of any tool depends on the user’s ability to master it. The learning curve of new tools is a significant barrier for many agents, so sticking to what works is often the best strategy.
