By Joe Boylan on Friday, 14 April 2017
Category: Real Estate Marketing

Don't Punish Your Prospects, Entertain Them-Marketing Real Estate Agents through Video

As an independent, boutique, real estate company our greatest asset is our agents. One of our primary responsibilities is to promote our agents. We do this by getting them in front of potential clients.

Real estate buyers and sellers have become protective about sharing their contact information fearing being overwhelm with unwanted communication. This is understandable, some real estate lead conversion programs advocate up to 43 touches!. This means the real estate client can expect a combination of up to 43 emails, text messages or phone calls. Who wants to undergo this type of digital waterboarding?

Since we don't want to subject people to that kind of onslaught, we decided to take the high road. We built our website to showcase our skills, knowledge and personalities. When it came to featuring our agents, photos and a text description weren't good enough. We wanted people to see first-hand the different personalities within our company. The obvious choice for us was video. Video gave us the opportunity to present the agents in a more authentic and natural light. Something you can't do with still images and text.

We thought going to a professional studio would make the process too intimidating. The agents are not actors and we needed them to come across as relaxed and authentic. We decided to do the agent videos ourselves. Our company, was already doing videos of our listings and we had the equipment.

The Setup:

The Interviews

The Results

We are obviously excited about these videos and so are our agents. We consistently hear from them that a client chose to work with them because of their video. We knew clients would appreciate seeing our agent's explaining who they are in a relaxed setting. Because of this we decided to double down this with a glimpse into the agent's personal lives.

From this we have learned that clients appreciate that kind of transparency. When clients are looking for a Realtor to work with, real estate expertise is important. If that were the only factor there would be no explanation for the number of people that simply "Have a friend in the business". We think that clients are also looking for someone that resonates with their values and lifestyle.

This kind of transparency helps build trust. Trust is of course, essential in a Realtor/Client relationship. In an online environment where buyers and sellers don't want to expose their identity until they have some level of comfort, these kinds of videos go a long way in bringing potential clients to actually reach out to us.

The proof comes at the closing table or in the car while looking at houses. Statements like "We picked you because we watched your video and you're just like us" or "We saw in your video that education is important to you. That made up our minds". Statements like these are music to any marketer's ears but the best part is that the comments are based on who the agent really is. We can't think of a better way to reach out to new clients.

Here is a sample of how these videos turned out:

 

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