The 5 C’s for Making Powerful Marketing Videos
To stand out on social media, you need to consider video marketing. Here are tips to help you get over your fear and get the camera rolling.
It’s plain and simple: Agents who use video in their social media marketing receive more inquiries, according to Kim Rittberg, an award-winning video marketer and real estate video coach who spoke at NAR NXT, The REALTOR® Experience, in Houston last month. “Just listed” and “just sold” posts aren’t enough, she says. "You are selling yourself as well as homes." What Makes Video So Powerful?
According to Rittberg, social media algorithms are the formulas that determine what a user sees in their feed, such as video. “If you’re posting videos, you’re being seen by more people, which will lead to more leads and more clients,” she says, citing an agent who posted a video on YouTube that directly resulted in a $1 million referral.
While not every post will lead to a sale, putting yourself out there on video can be instrumental in establishing and increasing your credibility and likability. It also has the potential to rekindle connections with former customers, coworkers, referral partners, friends, and others, all of which contribute to expanding your influence. Avoid overthinking it. Rittberg acknowledges that many agents don't use video because they think it takes too much time, is hard to come up with ideas, or that the technology is confusing. According to Rittberg, the most common reason is that they are self-conscious and think they don't look or sound good on camera. Rittberg emphasizes the significance of authenticity and relatability, advising agents to simply act rather than overthink it. “That’s when the magic happens,” she says.
Follow the Five C’s of Video Marketing
Rittberg provided agents who were ready to incorporate video into their social media marketing with the "five C's." Confidence. Rittberg asserts, "To get past your fear of video, you need to understand what's holding you back." She encourages agents to stop thinking about being on camera as if they were a supermodel being judged by their looks, and instead to think of themselves as teachers with a message that people care about. Also, calm your body before recording. Rittberg suggests a simple speaker warmup known as SSS: stretch, smile and soothe (breathe in and out) right before you go on camera.
Credibility. People need to believe you’re credible. For newer agents, there are many ways to demonstrate credibility beyond years in the business. Use video to communicate industry ranking, sales data and client testimonials. Rittberg suggests telling a story, such as how you got a “win” for a client or prepared a home for sale in two weeks. “Use AI to highlight your human intelligence,” Rittberg says. It can help you create your video story, but make sure it sounds like you. Talk only about what you know, and be sure your facts are accurate before recording, as lost credibility will harm your business.
Connection. Strive to replicate your real-world network online. Start sharing a bit about your personal life, such as hobbies or pets, to encourage others to engage with you.
Clarity. Keep videos short. Rittberg offers the advice, "One video, one message." If you have a lot to say, cut a longer video into a series of shorter videos. The shortest videos draw the most attention. Before posting a video, Rittberg recommends asking yourself if your grandmother and your seven-year-old neighbor will understand it. She also emphasizes the significance of the "hook," which is catchy, specific information that entices the viewer. The hook should be in the first three seconds of the video.
Consistency. Consistency is more important than quantity. Rittberg advises beginning with two to four posts per week and working your way up from there. Most importantly, Rittberg says, “Don’t give up!”