5 videos every real estate agent should make and reuse

Video content is a powerful marketing tool that most agents don’t use, and most agents who do don’t use it as effectively as they could. That’s a huge missed opportunity.

The key is building a library of keystone content that not only provides visibility, but also showcases your expertise, educates potential customers and builds trust. This helps you attract the right prospects and generate more sales.

But there are a few things you should know before you get started. The first is that your videos probably won’t turn out as good as you want them to. That’s okay, you will get better with time. The second is that you have to be authentic, otherwise you will scare people away. So just be yourself.

5 posts to create and reuse

Now let’s unpack the five videos every agent should create and reuse.

What makes you unique

All clients want expertise in a real estate agent, but to do that they need a reason to be attracted to you. Your story must resonate with them.

Some may want to work with a bubbly and outgoing personality, while others may resonate better with a more cold and calculating type.

They certainly want someone with a specialty in the type of home they want to buy or sell, but they will probably also want someone who has some similarity to them. Consider, for example, shared religious beliefs, military service or a specific previous career.

And most importantly, they want to know why you got into the real estate industry in the first place.

The truth is, with over 1.5 million agents in the market, we are a commodity, so you need to stand out and differentiate yourself from your competitors. This is what will help you attract the right customers and repel the wrong ones.

X things every buyer/seller should know

As we deal with real estate day in and day out, we often forget how complicated the process can be for everyone. This does not only apply to starters, because the average person only experiences a few real estate transactions in their life.

So a detailed video that outlines some of the most important things buyers and sellers need to know before entering into a transaction will go a long way in educating potential customers, putting their minds at ease and demonstrating your expertise.

The key here is to avoid speaking only in jargon. By all means, use technical terms, but also be sure to break them down so that industry outsiders can understand exactly what you mean. Potential customers need to see your expertise clearly, but they also need to feel that they can identify with you and that you can identify with them.

Since this topic will be quite extensive, you would need to film a long video explaining everything, and then cut that video into several short clips covering each individual subtopic. This gives you the best of both worlds, with one extended video that keeps viewers engaged for longer, as well as several short videos that generate a lot of attention and engagement on social media.

*Note: The “X” in the subheading of this section refers to a number you use in the title of your video. Use an odd number, between three and seven, as a number instead of a word. Odd numbers generate many more clicks than even numbers.

Current market conditions

All property is local, so by publishing your own detailed analysis of current market conditions you are demonstrating your expertise and, more importantly, your understanding of the local market. This is a powerful way to build trust with prospects.

And if conditions change, make it a point to be the first agent in your market to post an update. This shows that you have your finger on the pulse of your local market and that you care enough to keep people informed.

Problem-solving stories

Most transactions do not go smoothly. Experienced agents know that there will always be delays and something will always go wrong, but many clients don’t know that.

By publishing videos about the problems you’ve solved in your real estate transactions, you accomplish two things.

The first is to teach potential customers to expect problems. When they understand that things will go wrong, they tend to respond better when they do. And the second is that you demonstrate your problem-solving skills, giving them confidence that you can handle whatever comes up during their transaction.

A good approach here is to film one long video with three to five examples, and then cut that into several shorter videos. And as you continue to close trades, you’ll have more scenarios you can use to create even more videos.

How to identify the right agent

We’ve all seen our share of good and bad cops and can differentiate between the two. But most prospects can’t do that, so this creates a great opportunity to provide value by telling them what to look for. And by doing this, you also emphasize why they should work with you instead of your competitors.

One of the tactics I like to use in these types of videos is to point out some red flags to look for in a bad cop, and then explain how a good cop would handle the same situation. For example, a red flag would be when a broker lets the buyer drive the price just to get the listing, rather than pushing back based on market conditions.

Then when you sit down and talk to a potential client and do exactly what you say in your video and what a good real estate agent would do, especially if it’s a situation that could cost you a listing, you will gain more credibility with them.

Similar to the problem-solving video, you need to film one long video with three to five topics and then cut it into several short videos.