How to Integrate Video and YouTube into your Real Estate Marketing

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Real estate professionals and brokerages are embracing video now more than ever before. If you haven't integrated video as a key role in your strategy for 2014 this webinar will give you a head start. Learn how you can win more listings and convert more buyers by using YouTube and video in your marketing.
Hosted by Real Estate coach and HSA's Chief Communications Officer, Burke Smith. We'll cover everything you need to know about setting up your own YouTube channel and creating videos that generate leads. Watch the live recording at:

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  • If you see this pop up. Stop. Make sure you select to use Google
  • Many of them are looking for more information about the area to help them with a second home or a relocation decision. It is reasonable to expect that your site will be re-visited regularly if you provide local area information in detail.
  • Many of them are looking for more information about the area to help them with a second home or a relocation decision. It is reasonable to expect that your site will be re-visited regularly if you provide local area information in detail.
  • Many of them are looking for more information about the area to help them with a second home or a relocation decision. It is reasonable to expect that your site will be re-visited regularly if you provide local area information in detail.
  • YouTube videos have been a large factor in determining Google rankings. Sites that showcase YouTube videos that are relevant to the content are more easily found by Google searches. This means posting and linking to these videos gives you an online advantage over other real estate professionals.
  • YouTube videos have been a large factor in determining Google rankings. Sites that showcase YouTube videos that are relevant to the content are more easily found by Google searches. This means posting and linking to these videos gives you an online advantage over other real estate professionals.
  • YouTube videos have been a large factor in determining Google rankings. Sites that showcase YouTube videos that are relevant to the content are more easily found by Google searches. This means posting and linking to these videos gives you an online advantage over other real estate professionals.
  • YouTube videos have been a large factor in determining Google rankings. Sites that showcase YouTube videos that are relevant to the content are more easily found by Google searches. This means posting and linking to these videos gives you an online advantage over other real estate professionals.
  • YouTube videos have been a large factor in determining Google rankings. Sites that showcase YouTube videos that are relevant to the content are more easily found by Google searches. This means posting and linking to these videos gives you an online advantage over other real estate professionals.
  • studies have shown that viewers decide during the first 15 seconds of a video whether they are going to keep watching or not. And, in this modern world, we are accustomed to a constant flow of information. So, you should aim to build trust or curiosity within the first 15 seconds of your video.Here are a few ways you can quickly engage viewers:Gain the trust of the viewer with a quick, animated introduction.Spark the viewer’s curiosity, or tease the rest of the video, with hosts/personalities.Start with a quick clip that previews what’s to come.Having an animated introduction is a simple and effective way to build the trust of a viewer. It shows them instantly that a quality production is about to follow.
  • In this generation of instant information gathering, many potential customers would rather watch a short two-minute video about your product or service, instead of reading pages and pages of content on your website. In addition, there is something to be said about getting information “straight from the horse’s mouth.” Video offers a more personal connection between your brand and the viewer.
  • Videos like this allow agents to increase their marketing breadth to video, which could be the deal maker in listing presentations. The videos also offer some SEO benefits since YouTube videos (when done well) tend to rank well in Google search results.This is a great way to introduce yourself to a wider audience in a more personal way. Be sure to keep it client-centric, focusing on what you will do better than the next agent. -
  • Videos like this allow agents to increase their marketing breadth to video, which could be the deal maker in listing presentations. The videos also offer some SEO benefits since YouTube videos (when done well) tend to rank well in Google search results.You will appear more professional and the viewers will have a stronger connection with you than just the video itself. Sometimes it can be hard for the viewer to understand what they are seeing. Thus, your voice is very important to explain and guide your viewers of your property. This will definitely increase your credibility as a real estate professional.
  • Videos like this allow agents to increase their marketing breadth to video, which could be the deal maker in listing presentations. The videos also offer some SEO benefits since YouTube videos (when done well) tend to rank well in Google search results.
  • The most effective websites incorporate video to establish yourself as an expert in the field and provide value to your clients. Jessica Riffle Edwards
  • Videos like this allow agents to increase their marketing breadth to video, which could be the deal maker in listing presentations. The videos also offer some SEO benefits since YouTube videos (when done well) tend to rank well in Google search results.
  • The most effective websites incorporate video to establish yourself as an expert in the field and provide value to your clients.
  • The most effective websites incorporate video to establish yourself as an expert in the field and provide value to your clients.
  • The most effective websites incorporate video to establish yourself as an expert in the field and provide value to your clients.
  • The most effective websites incorporate video to establish yourself as an expert in the field and provide value to your clients.
  • If you see this pop up. Stop. Make sure you select to use Google
  • If you see this pop up. Stop. Make sure you select to use Google
  • Don’t need to do this right now. You’ll receive a copy of the slides. Take your time and decide.
  • YouTube gives you the option to overlay one custom link and up to 4 social links on top of your channel art.For the social media links, you must select from YouTube’s drop-down menu of social networks. You cannot enter in your own links, but there is a wide range of social media sites to choose from, including Google+, Twitter, Facebook, Myspace, Tumblr, Blogger, etc.
  • If you see this pop up. Stop. Make sure you select to use Google
  • If you see this pop up. Stop. Make sure you select to use Google
  • How to Integrate Video and YouTube into your Real Estate Marketing

    1. 1. Burke Smith Founder of YourNetCoach Chief Communications Officer, HSA Home Warranty • Technology will Never replace agents, but agents using technology will!™
    2. 2. Burke Smith – Career Highlights • Chief Communications Officer at HSA Home Warranty • Founder of YourNetCoach, Founder of ipayOne, Executive Team at Prudential California Realty • Licensed California Broker & Real Estate Coach/Consultant/Trainer • Personally responsible for over 1000 closed real estate transactions • Featured on CNN & in the New York Times • Nominated 2 years in a row Inman Innovator of the Year Clients have closed over $25 billion in residential real estate!
    3. 3. This is Recorded • Reach out to your local HSA representative for a recording and slides after today’s webinar • Find your rep at www.onlinehsa.com
    4. 4. Tutorial Videos on YouTube YouTube.com/HSAWarranty on
    5. 5. 1 Build a brand. You’re not just an agent, you are a brand within a brand. What is your niche?
    6. 6. Building a Brand Identity
    7. 7. You’re not just an agent, you’re a brand. What does your brand stand for? Hint: “Don’t say Loyalty, Integrity and experience” • 3 Step Branding Exercise: • Write down 3 – 5 things that you think your brand represents in the market. • Ask your family, friends, co-workers and most importantly your past clients what is the first thing that comes to mind when they think about you and your brand. • Compare their responses to yours. What is your BIG, BOLD, BRANDING statement? For example: “The #1 resource for selling your Edwardsville Home”
    8. 8. YouTube Advantages • Real estate professionals, brokerages and brands are embracing video now more than ever before
    9. 9. YouTube Advantages • Over 6 billion hours of video are watched each month on YouTube—that's almost an hour for every person on Earth • 100 hours of video are uploaded to YouTube every minute
    10. 10. YouTube Advantages • According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network Your next first time home buyer/seller Now outnumber baby-boomers! Would you have advertised during Cheers or Friends or M.A.S.H. if you could have?
    11. 11. YouTube Advantages • YouTube videos are a large factor in determining Google rankings
    12. 12. State the problem… • 92% of Buyers will start their search on the web • 70% will start on GOOGLE • 73% of sellers say they prefer to list with an agent who uses video to sell their home • Only 12% of real estate agents have a YouTube channel • Only 1% of agents use YouTube to market their listings
    13. 13. YouTube Advantages • Sites that showcase relevant YouTube videos rank higher in organic search results • This means posting and linking to these videos gives you an advantage over other real estate professionals
    14. 14. YouTube Advantages • People trust content from videos more than any other medium • Videos attract 300% more traffic and leads than traditional marketing(Marketing Sherpa)
    15. 15. YouTube Advantages • YouTube is your mobile advertising platform it’s available on hundreds of top mobile devices
    16. 16. YouTube Advantages • Video is the most engaging and versatile content • Can be used on your – Website – Email – Facebook – Twitter – LinkedIn – Blog
    17. 17. Making a Video
    18. 18. Equipment
    19. 19. Smart Phones are all you need • 720p HD Video
    20. 20. YouTube Capture • Easy, Fast Recording • Quick touch up tools • Instant uploads to YouTube and all other social networks from your phone • IPhone only
    21. 21. Audio • Boom Mic • $40 • Lapel Mic • $30-$60
    22. 22. Best Practices • Have a Plan • Keep it Short – 1-3 minute videos • Make Content Not Ads • Have a clear and concise call to action
    23. 23. Video Editing • iMovie (Mac Only) • Windows Movie Maker (Windows) • YouTube (Edit Online)
    24. 24. YouTube Editor • Annotations (links on video) • Royalty free music • Simple editing
    25. 25. Effective Real Estate Videos
    26. 26. Effective Real Estate Videos • Agent Profiles – Great way to introduce yourself to a wider audience in a more personal way – Well done agent profiles increase the time spent on site by prospects – Prospects who call an agent after watching a video profile are far more qualified based on the investment they’ve made in learning about the agent
    27. 27. Effective Real Estate Videos • Property Videos – Use property photos to create a branded slideshow tour of a listing – Include pricing information and a link to the listing in the description
    28. 28. Effective Real Estate Videos • Neighborhood Profiles – Use video to help prospective home buyers learn about cities or neighborhoods – Hyperlocal – Focus on selling the community, not just the listing 7,500 + Views
    29. 29. Effective Real Estate Videos • Real Estate Industry Current Events – Establish yourself as an expert by discussing current changes in your real estate market 16,500+ Views
    30. 30. Effective Real Estate Videos • Corporate Communication – Using video for corporate communications can be a great way to get the word out about change, both externally and internally
    31. 31. Effective Real Estate Videos • Testimonials – Ask your best clients to say a few words about what it’s like working with you – Take a video camera with you whenever you're out with clients 4,000+ Views
    32. 32. Effective Real Estate Videos • Pre-listing presentation video – Create a video with your value proposition, why a seller should pick you and send it to potential clients before you meet in person
    33. 33. Video Ideas • Open House Promotions – Give people a sneak peek at a new property and let them know when the next open house will be 340+ Views
    34. 34. Video Ideas • How To Videos – Real estate can be a big complicated world for your clients. Help them navigate with short, informational videos that include answers to common questions you receive 325+ Views
    35. 35. More Video Ideas • • • • • • How to purchase a home Lease-to-own tips How short sales work Renovation tips Community events Public services – Schools, local government
    36. 36. Setting Up A Channel For Your Business
    37. 37. Setting Up A Channel • You NEED a Google Account • If you have a Gmail for your business use it!
    38. 38. • Go to www.YouTube.com and choose create an account or login if you have a Google account
    39. 39. • Fill in the required information
    40. 40. • Verify your Email
    41. 41. • After you are logged in click the drop down arrow on the top right and select Settings • Select Click Here right underneath your name to create a channel for your business
    42. 42. • Enter your business name and category then hit Create Channel
    43. 43. • If you already have an account go to YouTube Settings
    44. 44. • Click on “Create a new channel”
    45. 45. • Choose a Channel Name • Select Company Institution or Organization for the Category • Agree to the Pages Terms
    46. 46. • Select a Profile Picture • This is linked to your Google + profile picture
    47. 47. • Set your channel art
    48. 48. • Set your URL
    49. 49. Once set your URL is permanent and can never be changed!
    50. 50. Seriously. . . It’s permanent
    51. 51. • Click on your profile in the top right and select YouTube Settings
    52. 52. • Choose Advanced
    53. 53. • Click Create Custom URL
    54. 54. Think it over
    55. 55. Add A Description
    56. 56. • Click on the pencil icon
    57. 57. • Channel Description – Highlight your most important content up front and add a link to your website – The description also shows up in the About Tab for a channel and is a valuable resource for subscribers to find out more – Include relevant contact information (email, phone, etc) – Remember to think about your description as it shows up on YouTube- on your channel page and in search results.
    58. 58. Include Links To Other Social Networks • Add Links to: – Your Website – Facebook – Twitter – LinkedIn – Pinterest
    59. 59. • Can add 4 social links to your profile • However only 1 link to an external site can appear on your channel art
    60. 60. • Click on the pencil icon directly below the description
    61. 61. • Use this to drive traffic to your website. Check this box Add your website
    62. 62. Uploading a Video • It’s the details that make the difference • Think about what your clients would search for
    63. 63. Uploading a Video • Select Upload, then Select files to upload. Note: You can also drag and drop a video file into this area to upload it
    64. 64. Uploading a Video Share This Link Privacy Settings Category Description Tags
    65. 65. • Title: What you want to call your video • Include Keywords • Keep branding towards the end • Tour of Downtown San Diego by Burke Smith Real Estate Agent not Burke Smith Real Estate Agent – Tour of Downtown San Diego • Description: include keywords, your company name, a link to your website and your contact information on every video • Only the first few sentences of your video description will appear in search results
    66. 66. • Tags: These are keywords that help identify your video and business • For example, if you’re a realtor posting a video on how to stage a home, you might use the following tags: [Home Staging], [How to Sell Your Home], [Name of Your Business]
    67. 67. • Privacy Settings • Public – anyone can view your video • Unlisted - only people who have the link to will be able to view your video • Private - only those who you list can view the video
    68. 68. • Category: Select a subject matter category that’s most relevant for your business. Most often “Real Estate” • Advanced Settings: These settings are optional and allow you to include information about the video location and recording date, and settings for comments.
    69. 69. Do Not Make the #1 Uploading Mistake!
    70. 70. Have a URL at the beginning of the description
    71. 71. YouTube Production Review • KISS: Keep It Short and Sweet (3 minutes is good) • Take advantage of video annotations to share more videos with your audience • NEVER compromise quality! • Make sure to include your full contact information in the video
    72. 72. YouTube Video Ideas Review • • • • • • tours for available properties welcome video that showcases your expertise client testimonial videos neighborhood tours Real Estate trends in your area how-to videos for home sellers to help them get the highest possible price (staging, before & after, rehab) • home-buying tips and best practices (first time home sellers)
    73. 73. Uploading Review • • • • • Keywords in the Title Keywords in the Description Use Tags Check the Transcription Keywords in the file name of the video
    74. 74. YouTube Networking Tips • Respond promptly and informatively to people’s comments on your videos • Thoughtfully comment on videos that are interesting to your target clients to increase your channel’s visibility • YouTube Video response is a very powerful feature if used wisely
    75. 75. The key to successful YouTube marketing is creating
    76. 76. Remember • If you put in the effort you will see the results. Never Give Up
    77. 77. HSA Social Media Resources Facebook.com/HSAhomewarranty
    78. 78. Video Walkthroughs • www.YouTube.com/HSAWarranty
    79. 79. CONCENTRATE ON BEING INTERESTED INSTEAD OF INTERESTING
    80. 80. You’re not just an agent, you’re a brand. What does your brand stand for? Hint: “Don’t say Loyalty, Integrity and experience” • 3 Step Branding Exercise: • Write down 3 – 5 things that you think your brand represents in the market. • Ask your family, friends, co-workers and most importantly your past clients what is the first thing that comes to mind when they think about you and your brand. • Compare their responses to yours. What is your BIG, BOLD, BRANDING statement? For example: “The #1 resource for selling your Edwardsville Home”
    81. 81. Thank You! Burke.Smith@onlinehsa.com Brian.Geick@onlinehsa.com
    82. 82. Questions

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