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Video Marketing In Real Estate: Message Over Medium

real estate marketing videoIt seems everywhere you look you will find real estate video. On your mobile phone, iPad, Kindle and of course your computer. Real estate video is everywhere.

And it should be

Video Changed My Business

I’ve been using video in my real estate business since 2008. To say it has changed my title business would be an understatement. I went from no distinguishable difference between me and the other 600+ title reps in the valley, to a clear value proposition – real estate video.

I started teaching video marketing classes around the valley. I called it the “How To Use Video In Real Estate” series. It was so effective, many of the people you will find teaching video classes around Phoenix for other title companies, either attended my classes or were directly trained by me. (that’s another story altogether)

Benefits Of Video In Real Estate

If you’ve attended any of my video marketing classes you know, video is BY FAR the most effective medium. Video makes us smarter, it builds trust and rapport, it’s emotional, believable, it’s Purple Cow, it gets FOUND online, and video is FAST.

While video is important for all industries, it is imperative in the real estate industry. Why? Because consumers are VISUAL and real estate is EMOTIONAL – consumers don’t just want to see videos of homes they are interested in – they are DEMANDING IT. I say, Adapt or Die – and I mean it. Those real estate agents not using video in their real estate business run the risk of being irrelevant.

They Don’t Get It

No now that you know how important video is in the real estate space, know this – not all video is created the same. In fact, I am seeing evidence that some companies, simply don’t get it. They have the best intentions, they want to help their real estate agents embrace video, but by doing so – they are actually taking 2 steps backwards.

In my video classes, on this website and in my real estate video marketing course I clearly state “video is the NEEDLE”, it is the delivery method. It’s not necessarily the NEEDLE that matters, but what is IN THE NEEDLE. In other words, it’s not video that is important but the message that video delivers. You can have the most amazing equipment, state of the art cameras, microphones, editing softwares etc and still make a video that SUCKS.

Template Videos?

Earlier today I had a client send me a video offering. It was template videos, scripts included, where the real estate agent could simply read along (using a smart phone), send their recording off and within a few days, be delivered a video that explains the buying or selling process, investing, market trends etc.

Great huh?

Nope. Why? Because it’s about the MESSAGE not the MEDIUM. This company has the best intentions but all these agents will be using the same videos, the same scripts (unique only by their voice) – the same message. What’s unique about that? What’s valuable about that? What’s Purple Cow about that? These videos likely won’t even be indexed by search engines like Google – because they are ALL the same. The opportunity to use video to get found online is now gone as well. If I was a real estate agent, you couldn’t PAY me enough to use the same videos as everyone else. I would make my own. Unique to me. My client. My message.

If I know real estate agents, they will be sending these canned, vanilla, bland template videos to EVERYONE they know on EVERY NETWORK they can – Facebook, Twitter, Pinterest, Instagram, StumbleUpon etc – and reduce them to SPAM.


My friends, doing the same thing as everyone else will only serve to lump you in with everyone else. In this business you NEED to be unique. You NEED to be different. You NEED to stand out. Most consumers see a real estate agent as a commodity – a means to an end, doing things the same way as other agents will only reinforce this belief.

So what should you do?

Make a list of the top 10 questions buyers, sellers and investors ask you and make videos about them. Question and answer format. Then take the top 5 misconceptions consumers have about real estate agents, the real estate market etc and make videos about them. You can use your smart phone or your webcam BUT YOU SHOULD BE IN THE VIDEO!!!!! You are losing a valuable opportunity to help consumers like and trust you if they can’t SEE YOU.

If you are in Phoenix, I will help you. You need to create content that consumers care about, content they would seek out, content that is different. Not template, Not like everyone else. Look at my website, my YouTube channel, my social media networks, one thing that will smack you in the face immediately is this – there is NOTHING bland about me. Video is not hard. I had to learn EVERYTHING on my own, I didn’t have someone like me to help – but you do. You want help growing your real estate business? I can help. Fill out the form below.

Need Help With My Real Estate Marketing

Whether you are a REALTORĀ®, 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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