Video marketing is not scary, it’s just new. I want to show you how to overcome the 3 mental video marketing obstacles that hold most agents from getting started. I am confident that after reading this, you’ll have a better idea of how to get started, but more importantly you’ll be excited about doing so.
Video Marketing Obstacle 1.) Make It A Habit
If you are going to commit to real estate video marketing, then commit to video. The best way to approach it is to no different than how you first approached brushing your teeth in the morning when you were a little kid. It felt weird at first, but over time it became a habit.
The same concept used in direct mail farming is also applied in video marketing. According to my “farming friends” and based upon 500 doors, these results are expected;
1-3 listings year one.
3-5 listings year two.
5+ listing in year three.
The reason for that is because over time as you consistently keep showing up every month in their mailboxes your brand slowly gets imprinted in their brains as the local agent of that neighborhood. You build your brand amongst your farm overtime, not overnight.
Real estate video marketing is no different, but it’s impact and results come in much faster. Overcoming your video marketing obstacle is not as hard as you think, it just requires commitment.
As opposed to direct mail, video allows you to effectively communicate your brand’s story to a much wider audience. It also allows what direct mail does not by putting a personality to the name.
This has a much bigger impact on the mind’s of your audience and therefore your brand gets built faster. This is an excellent way to build your personal brand amongst your SOI and local community.
Real estate video marketing doesn’t generate leads it generates attention.
You will build a stronger relationship with your SOI and local community as you create videos consistently over time. It’s serves as a way to nurture your SOI and database in a way email or direct mail could not.
The key is to to commit the time to do them, but it’s a lot easier than you think. It starts by making video content creation as big a priority as prospecting.
Set up a video publication schedule and stick to it.
It’s very important to plan your real estate video marketing calendar. Start by deciding how many videos you want to do a month and then divide it equally over a month’s time, then just stick to it. Planning your video publication dates 30 days in advance is what I suggest. For example; the videos you shot in January will publish in February, the videos you shot in February will publish in March.
Making video a habit only involves planning. I brush my teeth every morning, but it’s not part of my plan, it’s habit. Make video no different.
Video Marketing Obstacle 2.) Perfection Doesn’t Exist
Sometimes overcoming your video marketing obstacles begins with realizing you aren’t perfect. One of the biggest reasons people avoid creating real estate videos is because they are scared of what they look like on camera or have no idea of what to say.
You are human, embrace that. Nobody is perfect nor does anyone expect you to be either.
Have you ever noticed that MOST of the videos that go viral have one thing in common? They expose human nature. The Harmon Brothers came up with this video for PooPourri, which is a bathroom air freshener. This video has 41,396,715 views just on You Tube.
It exposes the truth on a very uncomfortable topic. It’s not only hilarious, it’s human nature. Do you think the owner of this company was scared to put this commercial out there? Most likely yes, but they did it and it paid off BIG TIME.
The Laughing Chewbacca Mask
Have you ever seen this video? It was not planned and most likely the first take. This video had 11,489,605 views at the time I pulled this. There’s no script or plan of action. It was shot on the fly and is hilarious!
Do you think she checked her hair before she shot this? Do you think she put on makeup? You can’t fake or stage authenticity!
In my opinion, the goal of creating real estate marketing videos should be to build your personal brand amongst your audience and local community + connect with them on a human level. Your videos should always represent your authentic self.
“But everything I say on video makes me nervous”
If what you are talking bout on video makes you nervous, my advice is to stop selling and start story telling.
Understanding the next mental objection is the most important!
Don’t be scared to be you, nobody else can. Own It!
Video Marketing Obstacle 3.) Determine Your Brand’s Story
One of the largest video marketing obstacles agents have in getting started is identifying their central message or theme.
What do you talk about or how should you say it?
Your brand is what others think of when they think of you!
For example: I’m a dude. It’s just who I am. I don’t do it in purpose, it’s literally how I talk. Most people have an idea of what to expect from me before we ever speak because of HOW I create my content. My brand is reflected in the tonality of my videos, my podcast, blog, and logo design.I'm ok if someone doesn't like meClick To Tweet
The jack of all trades is the master of none and when you try to create this one size fits all type of message because you want to serve EVERYONE, I believe you are doing yourself a disservice. Ultimately people do business with agents they know, like, and trust.
Everyone has a brand, but don’t overthink it. Your brand is nothing more than what people think of you as a person. Let’s go through an example so you have more context.
Eric Eby lives in Northwest Arkansas, home of Walmart headquarters, which is known to be one of the corporate centers of the world. Northwest Arkanasas is home to many company headquarters setting up shop near Walmart HQ.
So Eric overcame his video marketing obstacle by dialing in his strategy to focus on the mom and pop business owners. He wants to position himself as a local expert and does so by creating “natural like” content about his area.
His brand is based on one thing, being original or “natural” to the area. Eric now has a centralized message to tell stories on, he will never run out of real estate video content to create.
Once you crack your brand story, content creation becomes easy. Look at as an excuse to remind people about your real estate business without hitting them over the head with your lockbox. Do that consistently and over time you will build a strong personal brand that attracts clients!
The video marketing obstacles you are facing are mental.
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