The Framework for a Successful Real Estate Video
This post originally aired as a podcast!
🎧 Listen to the show on Apple Podcasts | Spotify
Video marketing has become more important than ever as we continue to connect with people virtually.
I did some research on marketing stats right now, but I doubt they will surprise you. People are simply spending more time on social, more time-consuming media, and lots more times on video messaging and meeting apps.
And to have a successful real estate marketing video, you don’t need the fanciest equipment or to be a natural talent. You need a framework, and that’s what I’m revealing today in “The Framework For a Successful Real Estate Video.”
Whether your video is something quick for social media or is a full-on production, this framework will help ensure that your message comes across in the most impactful way!
we’re diving into a topic that can feel overwhelming for many: video marketing. Whether you’re a seasoned pro or just starting out, creating engaging video content is a crucial skill in today’s digital landscape. But how can you ensure your videos stand out and connect with your audience? The answer lies in having a solid framework in place.
In this blog, we'll walk through a straightforward approach to video creation that focuses on three key elements: preparation, execution, and promotion. By the end, you’ll be equipped with actionable steps to create compelling videos that resonate with your audience.
Step 1: Get Clear on Your Goals
Before you hit record, it’s essential to define your video’s purpose. Ask yourself:
What do I want to achieve with this video?
Who is my target audience?
What message do I want to convey?
Having clear goals will guide every decision you make in the video creation process. For example, are you looking to educate your audience, showcase a property, or drive engagement? Your goals will shape the content, style, and call to action in your video.
Identify Your Audience
Understanding your audience is vital. The more specific you can be, the better. Consider their pain points, interests, and what they value. This information will help you tailor your content to speak directly to them. If your audience is first-time homebuyers, for instance, you might want to focus on providing valuable tips and insights they can use throughout their journey.
Step 2: Craft a Compelling Outline or Script
Now that you’ve identified your goals and audience, it’s time to create an outline or a script. This is where the magic starts to happen. Your outline is essentially the backbone of your video, guiding your narrative and ensuring you cover all the key points.
Choose Your Format
You have a couple of options when it comes to outlining your video. You can use bullet points for a more flexible approach or write out a full script if you’re more comfortable that way. As a beginner, I highly encourage you to start with a full script. Not only does this help you think through what you want to say, but it also allows for practice and refinement.
Pro Tip: Don’t just read from your script during filming! Use it as a guide to ensure you stay on track while delivering your content naturally.
Be Specific
In your outline or script, get as specific as possible. If you’re covering multiple points, make sure to break them down clearly. Additionally, if your video includes scenes with imagery or b-roll footage, note where these should be incorporated. This helps you visualize how the video will flow and ensures a smoother editing process later on.
Step 3: Execute with Confidence
With your outline or script in hand, it’s time to shoot your video! Here are some tips to keep in mind during the recording process:
Practice Makes Perfect
Before you start filming, practice your delivery a few times. This not only helps with your comfort level but also ensures you’re clear on the material. If you find yourself stumbling over words or feeling stressed, it’s a sign that you might need to refine your outline further.
Create a Comfortable Environment
Find a space where you feel relaxed and can focus. Ensure the lighting is good and that the background isn’t distracting. A clean, well-lit environment allows your audience to concentrate on your message rather than being distracted by your surroundings.
Use a Call to Action
At the end of your video, always include a call to action (CTA). This could be inviting viewers to reach out for more information, visit your website, or engage with your social media. The goal is to guide them to the next step after watching your video.
Step 4: Develop a Promotional Plan
Creating a fantastic video is only half the battle; the other half is ensuring that people actually see it. One of the biggest mistakes I see is agents investing time and resources into a video and then only sharing it once on social media. That’s a missed opportunity!
Share Across Multiple Platforms
Upload your video to all relevant social media platforms. This includes Facebook, Instagram, YouTube, and even your website. Remember, each platform has its nuances, so tailor your posts accordingly. For instance, you should upload your video directly to Facebook instead of sharing a YouTube link, as this encourages more engagement.
Utilize Email and Text Messaging
Don’t forget about your email list! Send out a newsletter featuring your new video and encourage your subscribers to share it. Additionally, consider sending a text message with the video link to new leads or past clients who might find it useful.
Plan for Repeated Exposure
Create a 30-day promotional plan to keep your video in front of your audience. For the first week, focus on social media uploads. In the second week, send it to your entire sphere via email. The third week could involve reaching out to past leads via text message.
The goal is to maximize exposure and ensure that your video reaches as many people as possible. And don’t forget, if your content is evergreen—meaning it remains relevant over time—keep sharing it for months or even years to come.
Step 5: Reflect and Adjust
Once your video is live and you’ve implemented your promotional plan, take a moment to reflect on the process. What worked? What didn’t? Did you meet your goals? This reflection allows you to refine your approach for future videos.
Embrace the Power of Video Marketing
Video marketing is a powerful tool for real estate agents, and it doesn't have to be complicated. By following this simple framework of preparation, execution, and promotion, you can create videos that not only engage your audience but also drive results.
Remember, it takes time, practice, and planning to get comfortable in front of the camera, but the benefits are well worth it. You have the opportunity to connect with your audience on a deeper level, showcase your expertise, and ultimately grow your business.
So, the next time you sit down to create a video, refer back to this framework. Take the time to think about your goals, create a solid outline, execute with confidence, and develop a robust promotional plan. I can’t wait to see the amazing videos you create!
If you’re interested in diving deeper into video marketing or overcoming the fear of filming, check out my previous podcast episode, “How to Overcome the Fear of Video.” And remember, you can always find additional resources, templates, and ideas at ideasforrealestate.com.
How to Get Started with the Framework
1) Download the FREE framework . This worksheet will outline each step, give you more information, and room to fill-in with your own information.
2) Tune into the podcast. In this episode, I cover each step of the framework in detail. My goal at the end of the episode is that you'll walk away with the knowledge and confidence to create an effective real estate marketing video.
🎧 Listen to the show on Apple Podcasts | Spotify
I have no doubt that using video will allow you to accomplish your marketing goals! With a little bit of planning and practice, you'll be on your way to video success in no time.
UP NEXT:
If you're trying to build your personal brand as a real estate agent, then I hope you're embracing videos. Videos show off who you are in a way that's captivating and, above all - personal.