What’s the difference between creating real estate branding videos vs. talking head market updates? Most likely, engagement and impact. Your real estate videos don’t necessarily have to be about real estate, they need to remind people you’re in real estate. So why are talking head more “professional videos” receiving less and less engagement while the more personable and less “professional” videos are getting thousands of views and hundreds of comments?
ATTENTION IS THE NAME OF THE GAME
We have the opportunity to do things today that would have been impossible ten years ago with the power of social media. Understanding how adapt real estate branding videos into your marketing strategy requires a mental shift in your mindset.
The goal of real estate branding videos is top of mind brand awareness, not lead generation. It’s to build authority and position you as the local expert, not to make your latest sales pitch.
It’s to begin a conversation, connect, and then engage, not to close a lead. Here are 3 steps for getting started.
Step 1: Understand Your Brand Before You Market It
You are the brand, not the broker you work for. 96% of consumers chose the agent, not the brand they were affiliated with. I get it. It’s weird thinking of yourself as a brand, but it’s a must if you want to start creating real estate branding videos for your business. Once you determine what your brand is, it’s much easier to “market it”.
STEP 2: Define Who Your Audience Is
[click_to_tweet tweet=”Video is a brand building strategy, not a lead generation strategy. Create real estate videos for the attention of your audience…” quote=”Video is a brand building strategy, not a lead generation strategy. Create real estate videos for the attention of your audience…”]
Before you begin filming your first few real estate branding videos, you must first realize who you attract. Your database is your primary audience for your content, but that doesn’t mean you stop adding to it. You’ll first want to compile an email list and CSV file of your sphere of influence.
People work with people they, know, like, trust, are referred to, but only when they are remembered!
There are two things that matter most when running a real estate branding videos;
- Be Consistent– Making one real estate video every other month isn’t going to build your brand. You are creating consistent content with the purpose of establishing brand recognition over time. If you are going to do it, you need to commit to a certain frequency.
- Authenticity– If you look awkward on camera, it’s going to show. It’s extremely important you create video content around something you are already passionate about.
Step 3 :Define Your Video Branding Strategy
This is the fun part. Everybody has a video marketing strategy if you can figure out how to define it. The key is tying your video marketing strategy into your brand naturally. As long as your videos remind your network what you do, it will work.
Meet Diana Benson
Diana focuses in the 55+ niche in Gilbert/Mesa Arizona. Her show called the “The Great Escape” focuses on retirement living specifically. The show’s identity allows her to create content around her niche without having to be overly “selling”.
Diana’s Video Content Strategy
So what does Diana talk about? She can conduct small business owners in the comunity that cater to the 55+ community.
- 55+ activities
- 55+ Outdoor activities
- 55+ retirement communities
- 55+ real estate options
Real estate agents should be local experts, right? That’s really all she’ll be doing.
Meet Susan Thetford
Susan is a story teller. She is also a kick ass agent in Nashville, TN. Susan is a veteran agent who is born and raised in Nashville and she has first hand seen the city transform into one of the midwest’s hottest locations. We wanted to create a video strategy Susan is excited about as well as showcases her expertise.
She wanted something that would reflect who she is and how she works. Now she has an excuse to remind everyone she’s in real estate!
The Content Strategy
So, what kind of content can Nashville Redefined create?
- Area Transformations
- Mom and pop business owner interviews
- Neighborhood Tours
- Community Events
- Outdoor Explorations
Creating a real estate video marketing strategy like this is sort of like filming your own reality show.
What are your thoughts about creating some real estate branding videos for your business? Would you like to find out? We will build you a video branding strategy you’re excited about! Schedule A Demo With A Dude HERE