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Video In Real Estate Marketing: How To Beat Third Party Aggregators

Using Video In Real Estate

Using Video In Real Estate

Go and do it. Search the Internet like a consumer. Take your REALTOR® hat OFF and put your consumer hat ON. Head over to Google. Search. Search for homes for sale in your city. Search for REALTOR® in your city. Search for anything revolving around broad real estate terms in your city. Mixed in the search results [likely #1,#2, and #3] you will find Third Party Aggregators like REALTOR dot com, Trulia and Zillow.

Third Party Aggregators

So, you did your search as a CONSUMER and you found [likely in the top 3] one of or all 3 of the big Third Party Aggregators. Third Party Aggregators are companies which collect real estate information, optimize it to collect leads and then sell the leads to REALTORS, real estate agents and brokers.

Any REALTOR® that has gotten a call from a consumer that wants to see a home they found on a Third Party Aggregator knows there are often mistakes in the listings online, including the most common one, a property is no longer on the market but still shows active on a Third Party Aggregators website. “What do you mean it’s not for sale? I see it here on [insert Third Party Aggregator]” Sound Familiar?

As a consumer, what would you do? Would you click on one of the top 3 SERPS or would you mosey on down  [most likely the 2nd or 3rd page – #SAD] to find a local REALTOR’s website? You would likely go with one of the top 3 results. An analysis by Cornell University showed that the distribution of clicks in Google’s SERPS looks like this:

Distribution Of Clicks Google Search Results


You would most likely select one of the top 3 and folks, therein lies the problem. I added the percentages up to reveal an astonishing 91.63% of the clicks occur on the 1st page of Google. That’s STOOPID 

Let me be clear, I don’t blame or fault REALTOR dot com, Trulia or Zillow, they are doing what REALTORS should have been doing for years – and frankly, didn’t. They are taking the data [listings] from the Multiple Listing Service – the data YOU and your brokers create, and optimizing it to get “found” by consumers as they look for their next 4 bedroom home in Phoenix or Short Sale REALTOR in Los Angeles.

Why Third Party Aggregators Are Dominant

Their websites are awesome. Robust, full of fantastic information most REALTOR® website simply does not have. Not only homes for sale but also information on foreclosures and rentals, short sale and REO, home values by city, lifestyle, walking scores, property valuations or Zestimates and so much more. It would not be hard for me to choose between your static website that was updated last year, with information ALL about YOU and a Third Party Aggregator that had information specifically for me.

As dominant as Third Party Aggregators are, there is a way to beat them. You can get your share of consumers searching online for homes for sale, information about the short sale or REO process, things to do in Phoenix, Atlanta or NYC, the buying process in your city etc. It’s called VIDEO and the big boys don’t have an answer for it.

Benefits Of Video In Real Estate Marketing

When it comes to video in real estate marketing, video just makes sense. Still have your CONSUMER hat on? Which would you prefer – 25 pictures of a home you want to see or a short video of it? A lengthy article explaining the short sale process or a short video by a local REALTOR® that has helped numerous families avoid foreclosure? Exactly, so video is HUGE. It’s STOOPID

Other benefits of video in real estate marketing, some things you may not be aware of:

  • Video is 57% more likely to be on the 1st page of Google compared to text alone
  • Video is FREE and can deliver a steady stream of leads to your website FOREVER
  • Most consumers PREFER Video
  • YouTube has 55% marketshare compared to all other video hosting sites [vimeo, vidler, BlipTV, Metacafe etc]
  • You can rank in YouTube and Google with Video
  • More consumers are heading straight to YouTube when looking for homes for sale or information
  • Video is excellent for BRANDING, PROFESSIONALISM and AUTHORITY
  • Video ranks better than websites

I have over 200 videos on my YouTube Channel. 100 of them are public, the others are private or unlisted being used for landing, sales and squeeze pages. My idea client is REALTORS – YOU. I create content for YOU to FIND when you are most interested in hearing what I have to say. Almost 50% of my leads come from my videos, from YouTube. The forms filled out on my website often start with “I found you on YouTube. . . . or I’ve been watching your videos and . . . .” Video in real estate marketing has been HUGE for me, my brand and my business. using Video In Real Estate Marketing has given me a HUGE Unique Selling Proposition in the title industry as most of my competitors simply – won’t do the work. [and it is work!]

And its only getting bigger.

Video To Dominate Web Traffic

Robert Kyncl, the head of global partnerships for YouTube said 90% of all web traffic will be video at the CES 2012 [Consumer Electronics Show]. Let’s say he is wrong and it’s only 50%, that is still a HUGE number! Even better, it will be hard for the big 3rd party aggregators to compete with REALTORS using video. It will be hard because unlike optimizing a data stream from the MLS, making a video takes time, dedication, knowledge, presence, engagement.

Still have that CONSUMER hat on? Again, which would you prefer, a talking head discussing homes for sale, the short sale process, things to do in Phoenix OR a local REALTOR®, one on the ground, one that has helped families avoid foreclosure that has a message of empathy and value? Trust me – it won’t even be a contest. That’s because the camera doesn’t lie and 80% of what we say is non verbal – body language. Consumers can easily tell who is real and who is not. Who does the work and actually cares and who is doing it to make money, Who is an authority and who is not.

GetFoundIDX Supports Video

I see so much value in Video in real estate marketing that my marketing company  I co founded, PRO-Found Marketing designed an Indexable IDX built specifically for WordPress Real Estate Websites that [get this] SUPPORTS Video!  It’s only available in Phoenix currently but REALTORS using the GetFoundIDX will be able to display Video on the property details pages – inside the IDX! Booyah!

The GETFOUNDIDX will help Phoenix area REALTORS convey their value through Video. Think about that. You land on a property listing from a search engine and there – starring at you on the right, in between the calls to action and the “new search” is a REALTOR® talking about that particular home or that subdivision or that city or the short sale process, the 10 things you should know when buying an REO, the importance of being pre qualified, how to choose the right REALTOR or, well – the possibilities are endless. Talk about PURPLE COW! Even better – NO OTHER IDX [I am familiar with] gives REALTORS the ability to display video.

Because the IDX is used on websites OUR CLIENTS own,[no leasing a space on the Internet here] they will also get a back link from a pagerank 9 web property – YouTube!

Indexable IDX WordPress

Video On Property Detail Pages


Making Videos Of Value

There is a right way and a wrong way to make real estate marketing videos. First and foremost they need to be of VALUE, not to you but to your ideal client. This may come as a surprise to you but consumers are not searching the Internet for a CDPE-CRS-ABR-REALTOR-with-25 years-experience. You need to create videos consumers would find value in, videos they would seek out when attempting to gather information or solve a problem. Here are my 10 tips to video marketing success. I teach Phoenix real estate marketing classes to clients of Lawyers Title. Unlike other classes that focus on WHY you should do something, my classes are HOW TO, because [get this] I actually do the work – myself.

Video has been huge for me and it will be huge for the REALTORS that embrace it. Unlike Third Party Aggregators, you can easily create videos of value for consumers to find when they need you because you have the knowledge they seek and you are here – local. Want help with your real estate marketing? Please fill out the form below.

Need Help With My Real Estate Marketing

Whether you are a REALTOR®, Real estate agent or loan officer looking to grow your business, I can help. Please fill out the information below and I'll get back to you asap.
  • Feel free to tell me ahead of time what you want help with. I look forward to speaking with you.


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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