In this post, we’re going to show you how to build your database so you can begin marketing it with real estate video. You can have the best real estate video in the world, but if nobody sees it, what’s the point? Building your brand with real estate video involves one thing, consistent communication to the same audience over time.
[click_to_tweet tweet=”Your Database is the most important group to stay in front of” quote=”Your Database is the most important group to stay in front of”]
Did you know that over 60% of ALL real estate agent business comes from referrals or repeat clients? You don’t get referrals or repeat business from strangers, you get them from the people you know! We use real estate video content to nurture your database so you remain on top of mind.
Think about how many of your past college or high school friends you stayed in touch with through social media over the last decade. Being able to see their pictures, videos, and stories has allowed the both of you to hold on to the relationship. Even though you might not have spoken to each other directly, if you saw them in the grocery store, you’d still say “hi” because you feel like you still know them.
How much has social media had an affect on your business?
Now let’s do the complete opposite. Let’s say you haven’t seen, talked to, or even heard from or about them since you graduated. Do you even feel like you know them anymore? Would you say hi to them in the grocery store now or even know what they look like? Most likely not.
That’s why video nurtures your relationship and builds your personal brand. It makes you unforgettable in a humanizing way.
People work with real estate agents they, know, like, trust, are and referred to, but only when they are remembered! Video leaves a larger impact, which in turn leads to top of mind brand awareness. If you decided to do 1-2 real estate videos a month for the next 6-12 months and each video was seen by 70% of your network, would you generate more referrals?
[click_to_tweet tweet=”76% of consumers work with the first agent they speak to. Your main goal should be to become the first agent they think of when they think of real estate” quote=”76% of consumers work with the first agent they speak to. Your main goal should be to become the first agent they think of when they think of real estate”]
1.) Build Your Database Marketing Lists
The first place to start is to begin creating your database marketing lists. We want to create a list of all of your contacts with email addresses and or cell phone numbers. It’s very difficult to attract more referrals without staying in consistent communication with your database.
You can start building your marketing lists by exporting all of your database sources. We start by exporting your cell phone contacts, email contacts, LinkedIn contacts, CRM contacts, and any other resource that has the contact information of your database. Once that is complete, you want to combine them all on onto one final CSV spread sheet so you can move to the next step.
2.) Uploading Your Database Facebook
Your database hangs out on your personal page, not your business page. The problem is that only about 20% of your “friends” see your posts. This is exactly why you want to upload your database into Facebook as a custom audience. This makes is much easier to “farm” your database with your real estate videos.
This is extremely important to understand because there is a major difference in advertising vs marketing your database. Branding and marketing is about remaining relevant with content.
Most of your friends are not following your business page and aren’t seeing your posts. Asa matter of fact your business page only gets about a 3-5% organic reach. We recommend boosting Facebook ads to your database. You can upload a CSV spreadsheet into Facebook’s “Audiences” features of ads manager so you can reach the rest of your database via Facebook ads. You will need cell phone numbers and/or email addresses of your database to build this audience.
3.) Build Your Email List
Once you uploaded all of your contacts into Facebook it’s time to make an email list out of them. Your email list should be comprised of relationships only. You are going to want to take your total list and begin deleting contacts. Email is a little more intimate so we recommend you only build an email list out of relationships and delete the acquaintances. The reason for this is simple – nobody likes spam. My advice is to go line by line and delete every contact who’s face you cannot recognize by their name.
Another way to do it is to use what I call the “smell test”. If you were to be walking down the street, would you stop and say “hi” to this person? If they pass the “smell test” then leave them on your list, but if not, then delete them!
We love video email. The days of sending out crap content are over. Sending people spam content only detracts from your personal brand versus build upon it. If people are not opening your emails, then what’s the point of sending them in the first place? We are seeing a 40% + open rate using video email, which is almost four times the national average(13%)!
The reason we use it is simple: it generates more attention than text based emails. If you want to learn more about marketing your database with video email I suggest you read the following article: Why Video Email is Your Best Referral Marketing Strategy.
Once this is done you just want to stay consistent with it. Don’t overthink it, and keep it simple. Consistent communication using real estate video will build your brand among your database and attract referrals.