Are you looking to adapt video into your real estate business, but you don’t know where to start or more importantly what to say?
Here’s my first piece of advice. Quit looking for a verbatim real estate script you can read off a teleprompter. As a matter of fact, if you are going to use a teleprompter, your video is already going to suck. Unless you are some kind of amazing communicator, anything read off a teleprompter will most likely lack authenticity.
The key to creating video scripts for real estate that don’t suck is to create content that generates attention while at the same time providing entertainment or value. In this blog post, I want to share the 3 things you must know or do before you can begin crafting any kind of video script for real estate.
Step 1: Understand How Video Works
You cannot create a good video script for real estate without first knowing how it works. Let’s start out by describing what video is NOT!
Video is not a lead generation tool, it’s a communication strategy. I advise using real estate videos to connect and communicate with people so they can get an idea as to whether they can envision themselves to working with you.
Each of your videos should have only one goal, CONNECT. You do this by providing some kind of value or form entertainment in a truly authentic way.
Video is also an amazing way to stay in touch with your database. Creating content that reminds your database you’re alive, but doesn’t necessarily hit them over the head with your lockbox is a great way to create top of mind brand awareness and build your brand at the same time.
Your video marketing strategy should primarily become a giant “don’t forget I exist” campaign to your most important asset, your rolodex of relationships. This is why it’s essential that you have an entertainment component for your videos because trust me, nobody gives a shit about your monthly market report videos.
Do you really think your friends on Facebook want to see you standing in front of a white board talking about stuff they have o interest in listening to?
Secondly, it’s a great way to build a brand in your local community. Let’s be honest, the vast majority of your competition is NOT using video, but that’s exactly the opportunity. Start creating video content on who and how you serve instead of your most recent accomplishments. It’s more important to first capture their attention.
Yes, you can market your real estate business without talking about real estate…
The goal of your video marketing strategy should be pretty simple. Attract new potential clientele and stay in front of your database consistently! Over 70% of consumers use the first agent they come into contact with. I’m not sure about you, but I want every person I know to automatically associate my brand with real estate anytime they think of it. Consistently creating video content helps you generate that ATTENTION and then store it in the minds of your database and local community.
Video doesn’t generate leads, it generates attention!
All of this is extremely important to take into consideration when trying to come up with a video script for real estate.
Step 2: Have The Goal Of Your Video In Mind Before You Create It
Creating good video scripts for real estate is impossible to do without an end goal in mind. Starting with the end in mind is exactly how you determine your messaging. There are so many different types of content to create with video, it’s important you start with the goal first.
What’s the goal of your video marketing campaign?
Is it to market your database?
Is it to market your farm area?
Is it to generate leads?
Let’s take a look at some examples, shall we?
Jeopardy & Title Insurance
Meet Roxie Knight. Roxie ir primarily a referral based agent so she wants to keep her brand in front of her database and local community. She has started creating fun outside the box videos and then uses them as part of her social media and video email marketing efforts. In this video she recreated a Jeopardy gameshow talking about a very boring real estate topic, title insurance.
Here’s what’s really happening:
She could have easily done a talking head video that talks about title, but that would be way too boring. She needed to bring in the entertainment. She splashed it on Facebook, then ran ads to her database, and also video emailed it to them. She received a 64% open rate on her email and thousands of views on her video. All of this resulted in a few leads. WHY? Because she stood out. Roxie is not generating leads, she is generating attention. With that you attract leads, not manufacture them.
What kind of video do you think will generate more attention? You interviewing a title agent on their services or a Jeopardy game show?
Kids “Ferris Bueller’s Day Off” Listing Video
Evan Campbell needed to generate some buzz around his listing. In this video we needed to create a storyline that was interesting, but also showcased the house. This was the second video of this property. The first video was done with a drone and professionally shot. It generated some buzz on social, but this video generated about 5xs the views and engagement. The reason was that it accompanied a story with it and of course had a bunch of cute little kids.
In other words, it was different…
Evan needed to do a couple of things with this video. First, he needed to kick this listing in the ass. Secondly, he needed to please his developer and show him he was working hard. Thirdly, he used the video to market his own database and own brand. This one video was a ble to accomplish all 3 objectives. We call this multi-purposing.
The Flying Burrito Business Interview
Meet Eric Eby of Northwest Arkansas. He wanted to figure out a way to market his database and local community in a way that didn’t involve him always “selling”. So he started a media series called Naturally NWA where he interviews small business owners in his area. Because his area is home to Walmart headquarters there are a ton of franchises and corporate businesses that dominate the local landscape so he focuses on the moms and pops of the area instead.
His goal is to create mini tv commercials for small business owners in his area and turn them into referral sources. This forces him to network with other entrepreneurs in the area as well as give him a social media marketing plan that consistently “reminds” his network what he does for a living. Eric is focused on building his personal brand in a way no other agent is doing in his community.
Each of these videos have different goals. This is why you need to think about what the goal of your videos before you can craft your video scripts for real estate around your concept.
Step 3: Be You, Nobody Else Can. Authenticity & Entertainment!
Here’s the part where I think most agents get stuck. Quit trying to be someone you aren’t. Most of us are trying to put on this polished professional front that ends up resonating with nobody but our own egos. Since the rise of social media, everything has gotten less professional and way more personable. Nobody cares about how many houses you sold this week or how much money you made year to date. That’s a self serving way to stroke your own ego. Instead, create content that expresses how your brand relates to others. Your goal should be to give people an insight to your persona so they can picture themselves to working with and trusting in your services.
Don’t believe me?
Take me for example. 10 years ago I would never be able to use the word “dude’ in my branding. Today, it’s what sets me apart. Yes, I’m going to turn off some people, but I will also resonate with a whole lot more. The Chicago Real Estate Dude(my real estate brand) was the most unprofessional professional, but people knew exactly what they were getting. I would attract other “dudes”. I repelled doctors, attorneys, and other super nerdy people, but you know what? I would not have gotten them anyways. I wanted to work with like minded people and it’s ok if I don’t resonate with someone. I’m not supposed to, it’s just not human.
The jack of all trades is the master of none.
Ultimately people buy you, not your broker or your service. Buying or selling real estate is a big decision and quite often, an emotional one. When people like and connect with you on a personal level, they trust you. If that involves you dropping an “F bomb” here and there so be it, at least it’s real.
Your content must be entertaining or valuable.
As Billy Jean says, boring will put you out of business. Your videos MUST be entertaining, but that’s the fun part.
Over the last couple of years any video would be suffice because there were not many of them out there. Did you remember the first time you saw someone go live on Facebook? It was a big deal and everyone would watch because it was new. Now when someone goes live, you’re like “oh fuck there goes that dude again”. You might take note they are live, but you scroll right past it.
This is the whole ATTENTION part. The more entertaining and different, the better. If you can use comedy then great, but it’s not always necessary. Look at the listing video above. It’s not super funny, it’s super cute. Take a look at Eric Eby’s. It’s a business interview and doesn’t have a bunch of one liners set up, but it’s social media appropriate. He focuses on hyper local community content that people in his market care about. That’s why he gets the engagement he does. Your video content needs to be valuable to the consumer. Sometimes that’s funny, other times, it’s informative.
Don’t be scared to let your hair down. Exposing your vulnerabilities and being human is the best kind of content to create because it’s real.
Did you like this post? Do you need help putting together a video marketing plan that doesn’t suck and you want us to do it for you?