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How NOT To Use Video In Real Estate Marketing

Real Estate VideoI woke up the other day to email. Lots of email. Delete, Delete, Delete – as I work my way through the 120 I received in the last 24 hours. I skim the messages to make sure it’s not from someone I know [personal email] a client [business email] or that it doesn’t contain some marketing value, maybe something I had not thought of before on how to use something I use every day with more efficiency, ya know - facebook, Twitter, YouTube, WordPress etc.

As I am skimming the emails I come across a certain company that emails me with “blogs” from other “real estate” professionals around the “country”. Did I give you enough information to figure out what I am talking about? So, like I was saying, I came across a blog roll for REALTORS around the country so I clicked it, it’s always good to see what real estate agents are doing with their marketing. As I was skimming the “featured” blogs [another hint] I came across a blog that had video embedded in the sidebar. I thought - sweet! I see a lot of real estate blogs but very few have video, let alone a real estate video embedded in the sidebar for the world to see and consume. Most REALTORS are still afraid of video. So, you KNOOOOOOW I had to watch this one.

I click the play button.

“hello my name is blah blah blah and I always strive to provide the best service possible for my clients, [i'm paraphrasing here] I have worked hard to make sure that my clients are taken care of and always receive great service and with my X years of experience in selling real estate I know that I can help you too”

Or something like that. The video was 2 minutes long, I think I only made it through the first 25 seconds.

WHY?

Value. There was none. For ME the consumer. I was impressed that this REALTOR was using video and amazed that he/she was using video on the front page of his/her blog but I was disappointed with his/her message. There was NO value for me – the consumer. One of the 1st things I teach in my “How To Use Video In Real Estate” class is value. “If your video’s are not of value to your target audience, your ideal client – don’t waste your time, no one will see them”. As I teach in my video classes, consumers go online for 2 reasons

  1. Gather Information
  2. Solve A Problem
They are looking for information, they are looking for help. Video is a great medium to convey information to convey YOUR VALUE but it has to be based upon information consumers are looking for. Phoenix Short Sale Info, Things To Do In Phoenix, Chandler, Arizona Employers , Phoenix Short Sale REALTOR – these are things a consumer would look for [in Google and YouTube], these are things that can get you found if you create content surrounding them, why your clients love you, why you are such a great REALTOR isn’t going to get you found by anyone.


So the takeaway here is this: It’s AWESOME that this REALTOR® is using video in his/her real estate business [and I commend him/her for doing so] but the videos that are created need to be of value, not to the REALTOR® but to the CONSUMER. Getting found online by consumers that actually need your products or services can grow your business exponentially but the videos need to contain a message of VALUE for your target audience.


You can use a video on your real estate website homepage that can serve as a welcome message but if you talk about how GREAT you are you will likely turn consumers off and perpetuate the belief that “REALTORS only care about themselves”, instead, use a welcome video that explains what your website is about, how to navigate it and of course – if a consumer has any questions – how to best reach you.



Make video’s CONSUMERS want to see, not YOU.



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Stephen

Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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  • http://www.reachfactor.com/ Brandon

    Value is very important in any kind of social media marketing for real estate. Brevity (especially in video) is the another. Thank you for pointing both of these out in your post!

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