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Why “Viral” Video Won’t Help You Grow Your Real Estate Business

What Is Viral Video

Viral Video?

Video. I love video. It has changed my business. It has shortened my sales cycle. It has allowed my ideal client to get to know me long before they even meet me. It has set me apart from my competitors and it has given me a specific and Unique Selling Proposition others can not easily duplicate. REALTORS can use video for subdivision marketing, website introduction video, highlight their listings and much much more.

Video is awesome. As the Director of Sales Technology for Grand Canyon Title here in Phoenix, I teach real estate marketing classes all over the Phoenix area; WordPress, ScreenCast, HUB Marketing, Indexable IDX, Blogging, Content Creation, Video, Video Optimization, Video Editing – you get the point. In our video series; How To Use Video In Real Estate, it seems like a week doesn’t go by without a real estate agent in one of our classes asking me “How Do I Get My Real Estate Videos To Go Viral?”

In our real estate video classes we talk about the psyche behind real estate video. How to get yourself over the hump, to realize that consumers are not judging you but are really after the information that is coming out of your mouth. I tell everyone in our video marketing classes this: It’s Not About Views. It is a hard pill to swallow for many real estate agents because their natural behavior, what they KNOW, says different. Let me explain. When someone sends you a video from YouTube or any other video hosting site you will naturally look at 2 things:

  1. The length of the video
  2. The number of views

In no particular order. We will look at the length of the video because our time is valuable, even if we have nothing better to do. Think about that for a moment. Take your REALTOR or real estate agent hat off and put your consumer hat on. If you went to YouTube and typed in oh, let’s say, “REALTOR in Phoenix”, would you choose  a video that was 4 minutes long or the video that is 2 minutes long? The 2 minute long video right? Because if neither video, if neither REALTOR has built any value with us as a consumer then why not choose the shortest video?

We look at the number of views because of something called “Social Proof”. Social Proof is what others did or think or how many other people watched this video. If the video has 5 views maybe you won’t watch it but if the video has 5 million views then maybe you will. You will be influenced by other people even though you don’t know them and they don’t know you. It’s called Social Proof. To give you a better example, look at Amazon. If you have ever bought something from Amazon.com you know that after you found the item you were looking for you did what? Looked at the reviews right? You wanted to know what others thought of this product even though you don’t know them and they don’t know you -it’s social proof and it is very important in many ways.

As important as Social Proof is, it is not important with real estate videos. Why? Well because if you have been to our real estate marketing classes you know that making real estate videos is not about the number of views. Let me explain. If you can create a video of value about Germann Country Estates here in Chandler, Arizona and you know how to optimize that video to get found online - those looking for more information about Germann Country Estates – then the 20 or even 200 views your real estate video got was from people ACTUALLY looking for information about Germann Country Estates. Make sense?

So, back to that question Why “Viral” Video Won’t Help You Grow Your Real Estate Business”  Well, I answer that one for you below




When it comes to using video in your real estate business it is not about the number of views but the quality of those views. I would rather have 5 views from 5 people that were looking for me or what it is that I do, than 5 million views from people who have no need for what I do. Think Quality over Quantity.

 

So now that you know what a viral video really is, smart and savvy real estate agents, those using video in their real estate business, will focus on creating videos of value, videos that make a consumer smarter or help them solve a problem. That means you will need to understand the role of real estate content and how to create it. I can guarantee, you will do a lot more business by creating content your ideal client is actually looking for than you ever would with a viral video, no matter how many views it got.

What do you think about Viral Videos?

I'm Ready To Switch To You

Business is business, service is an expectation and I'm ready to learn how to use tools like WordPress, Video, Screencast, GetFoundIDX, Social Media to get found online where over 90% of consumers start their home search.
  • Feel free to tell me ahead of time what you want help with. I look forward to speaking with you.

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://twitter.com/DawnMcNary Dawn McNary

    as always- great – useful- info! Despite your love of the Giants- love your blog!! :-) Have a great week!