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How Realtors Can Leverage Video Testimonials for Business Results
 

How Realtors Can Leverage Video Testimonials for Business Results

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NHAR Fall Convention Seminar on Leveraging Video Testimonials for Business Results

NHAR Fall Convention Seminar on Leveraging Video Testimonials for Business Results

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  • Thank you to Jim Cronin and the Real Estate Tomato staff for inviting me and making the VREBC a reality
  • Video testimonials give you chance to be your own best referral source – online prospects get referrals from your past clients .
  • Google owns YouTube It’s FREE Passes 100 Million #1 in Time Spent Video is here to stay Win the Rule of 7-38-55
  • Video leverages 7%-38%-55% Rule Albert Mehrabian (born 1939, currently Professor Emeritus of Psychology, UCLA),known for his publications on the relative importance of verbal and nonverbal messages. His findings on inconsistent messages of feelings and attitudes have been quoted throughout human communication seminars worldwide, and have also become known as the 7%-38%-55% Rule . and secondly, the non-verbal elements are particularly important for communicating feelings and attitude , especially when they are incongruent : if words disagree with the tone of voice and facial expression, people tend to believe the tonality and facial expression. According to Mehrabian, these three elements account differently for our liking for the person who puts forward a message concerning their feelings: words account for 7%, tone of voice accounts for 38%, and body language accounts for 55% of the liking. They are often abbreviated as the "3 Vs" for Verbal, Vocal & Visual. For effective and meaningful communication about emotions, these three parts of the message need to support each other - they have to be "congruent". In case of any "incongruence", the receiver of the message might be irritated by two messages coming from two different channels, giving cues in two different directions Source@ Wikipedia http://en.wikipedia.org/wiki/Albert_Mehrabian
  • People more cynical – Video increases believability Conditioned by TV - people tend to believe what they see online It increases odds of building rapport because they can find someone you’ve helped that’s “like them”
  • How many times does even your best client recommend you? Anyone Ever refer you over 8000 times?
  • 4 best are last four – but others are great for demonstrating parts of the transaction. Final Day of Relocation or Site visit Final Walkthrough… At Closing Table when waiting.. If celebrating that day after closing… Pick spot wisely Accentuate lifestyle if you sell lifestyles
  • Allows you to keep it short They feel like they know what to talk about Keep viewers attention span Use the kiss principle – keep it simple People respond well to “because” and understand why
  • Why I like General Terms best - Waterfront homes Downtown Condos First time home buyers Investors When to use Specific terms Specific Neighborhoods Specific types of loans Longtail versus competitive SEO words Farming be specific Now this may change with google now reading/transcribing videos Why I like General Terms best - Waterfront homes Downtown Condos First time home buyers Investors When to use Specific terms Specific Neighborhoods Specific types of loans
  • Also make a joke about a “good website” doesn’t always mean someone will get a “good Realtor® People want to hear from other real people – It’s the ultimate thank you they can do for me. I explain my business is based on referrals and where are new buyers and sellers today….online
  • Why this is my personal rule – people are nervous and hesitant and don’t really want to be on video – ask yourself? Do you? Did you a year ago? You want it to be“real” not too perfect Keep it low stress – conversational and from the heart Low stress means more people will agree to do it for you Just let them know it’s gonna be easy – just going to ask you a few questions about your experience And how we helped you You want to prime them
  • I like “interview style” best – let them know I’ll just ask them a few questions Minimize “Camera” – Direct eye contact is key. Must look into their eyes (not the camera) Smile so they stay comfortable Make if natural conversation
  • How Much of a Typical Video Online Is Actually Watched? Most videos steadily lose viewers once "play" is clicked, with an average 10.39% of viewers clicking away after ten seconds and 53.56% leaving after one minute. Monday 01st of December 2008 12:00:00 AM Tubemogul white paper We are conditioned by TV Commercials 30 and 60 seconds How Much of a Typical Video Online Is Actually Watched? How to lose half your views – go over 1 minute in length Most videos steadily lose viewers once "play" is clicked, with an average 10.39% of viewers clicking away after ten seconds and 53.56% leaving after one minute. - Dec 1, 2008
  • You have great rapport so be natural Have casual conversation Laughter puts everyone at ease Remember Keep it low stress Be honest Be comfortable to help put them at ease.
  • Done in July 2007 Play it on cell phone via microphone
  • Over 5000 more reasons to try
  • Pretty balanced between men and women Our ideal client is 45+ years old which this show is who is watching this testimonial
  • Keep total video short (@30sec-1 min best) max 3 mins It’s an introduction – not your life story Smile at client when recording – keep eye contact Just like we’ve all heard people can tell in your voice if smiling when making phone calls Looking directly at them smiling puts them at ease and Keeps them from focusing on the camera/recording Only ask about 1 specific part of transaction highlight show your “value” “help” “savings” “benefit” I ask the part that I want to highight – you know your market and what is most beneficial to your business We do a lot of business with people buying 2 nd homes out of the area So for them having an agent that doesn’t waste their time, shows them what they ask for, has local reputable resources and is their advocate are important for our business Embrace progress not perfection – the first one we ever did has poor lighting and sound quality but great message and over 7500 people have seen it on youtube alone – what if I scrapped it or waited for perfect – what a lost opportunity. Ask at the right time – when law of reciprocity not is high At closing At walkthrough At end of relo viist / Generic if video has mass appeal Specific if farming a neighborhood for example
  • You know the 10 secrets now lets go through the 8 technical steps to actually create a video to upload using the flip video
  • 1) Ask Client about their Experience and record 2) Plug Flip in USB Port & Take Your Video off camera onto Your Computer 3) Click Movie button - Drag and drop in clips 4) Add Titles to beginning & end Credits 5) Add Music if desired 6) Name your “Movie” and push “Create” 7) Bring up Movies and select one to use 8) Now Share “Online” & Upload to YouTube
  • Down side is no external microphone jack – but it’s coming
  • Show how to flip out arm and it plugs into the computer and starts the software The first time it will have to install the software This is what you will see All your videos on the right Share how to save to the computer and point out menu bar at the bottom
  • Gets rid of background noise on other types of videos
  • This will be your default youtube title so consider including meaningful words – neighborhood, lifestyle, etc
  • Put in your username and password. If you don’t have an account – go create one – it will use your gmail info Give option to create account at bottom left if it’s your first time.
  • Discuss why you might use all 3 and how you set to private if you don’t want it indexed before you check it out
  • Keep total video short (@30sec-1 min best) max 3 mins It’s an introduction – not your life story Smile at client when recording – keep eye contact Just like we’ve all heard people can tell in your voice if smiling when making phone calls Looking directly at them smiling puts them at ease and Keeps them from focusing on the camera/recording Only ask about 1 specific part of transaction highlight show your “value” “help” “savings” “benefit” I ask the part that I want to highight – you know your market and what is most beneficial to your business We do a lot of business with people buying 2 nd homes out of the area So for them having an agent that doesn’t waste their time, shows them what they ask for, has local reputable resources and is their advocate are important for our business Embrace progress not perfection – the first one we ever did has poor lighting and sound quality but great message and over 7500 people have seen it on youtube alone – what if I scrapped it or waited for perfect – what a lost opportunity. Ask at the right time – when law of reciprocity not is high At closing At walkthrough At end of relo viist / Generic if video has mass appeal Specific if farming a neighborhood for example
  • Since Google owns Picasa and YouTube the easiest way you can share a video is to download your videos to your PC into Picasa and then
  • That you’ll jump in with both feet and just do it!!

How Realtors Can Leverage Video Testimonials for Business Results How Realtors Can Leverage Video Testimonials for Business Results Presentation Transcript

  • Video Testimonials – Leveraging Your Relationships for Ongoing Business Results New Hampshire Association of Realtors Convention Oct 18, 2010 @Cyndee Haydon (727) 710-8035 [email_address]
  • Let Your Happy Clients Help You
  • How to Leverage Effective Video Testimonials for Ongoing Business Results
    • Why Video Testimonials Work for Realtors?
    • The10 Secrets to Creating Powerful Testimonials
    • 6 Top Client Testimonials for Realtors
    • 4 Best Times to Get Client’s Testimonials
    • 3 Biggest Myths BUSTED!
    • See the 8 Simple Steps to Making a Video Testimonial in under 5 minutes.
  • We Live and Work in a Digital World
    • * 32% of Buyers found home
    • they bought online
    • * 87%+ of Buyers on Internet
    • * 34% Buyers found home
    • through a real estate agent.
    • And…
    • 38% of Sellers chose Agent by referral
    • 43% of Buyers chose Agent by referral
      • NAR 2008 Home Buyer Home Seller Survey
  • Why Video?
    • It’s Easy
    • It’s Free
    • It’s Powerful
    • It’s Growing Fast
    • It’s here to Stay
    • It’s Your Leverage!
    • Win the Rule of 7-38-55
  • Be 93% More Effective
    • Leverage the 7%-38%-55% Rule
      • Words (7%)
      • Tone of Voice (38%)
      • Body Language (55%)
  • Written vs Video Testimonials
    • Then
    And… Now
  • Secret to More Referral Business…
    • Simple…..Get More Referrals
  • Discover…
    • The Top 10 Secrets to
    • Easily Create…
    • Powerful
    • Videos
    • Testimonials
  • 1) Ask at the Right Time
    • So when IS ….
    • the Right Time?
  • Biggest Myths - #1
    • Myth 1 –
    • Can’t Do Testimonial Until…
    • the Transaction Closes
  • 4 Best times to do a Testimonial
  • 2) Only Focus on One Thing
    • Only Focus on 1 part of the Transaction
    • Can do any part of Transaction that’s complete
      • “Interview style” testimonials - just ask them questions
    • Guide Them based on your “testimonial” needs
  • 3) Know your Purpose
    • www.SandbarsToSunsets.com/clients
  • 6 Top Video Testimonials Ideas
    • How you saved your Buyer money
    • How you sold your Seller’s home fast
    • How you helped them/solved problems
    • How you’re there after the sale
    • Made relocation easy/selling easy
    • Always had their best interests
    • End with …They’d gladly refer you …”
  • 4) Priming Your Client
    • “People want to hear from other real people”
    • “It’s the Ultimate
    • Thank You for us.”
  • 5) Only Record Once
    • Authenticity => Believability => Trust
    • Make it easy
    • to say “Yes
  • 6) Make the Camera “Invisible”
    • Get set then Focus on Clients Completely
  • 7) Keep it short
  • 8) Be Authentic
    • Candid + Authentic = Trust
    • Be Yourself
    • Be Relaxed
    • Be Calming
  • 9) Progress not Perfection
    • Critique of Our First Video Testimonial
      • Poor sound quality
      • Poor lighting
      • Progress Not Perfection => Done
    • Results…???
  • Biggest Myths - #2
    • Myth 2 – You need a website or blog
    • WRONG!!!!
  • 10) Make It…Then Unleash the Power
    • Our 1st video has been viewed over 8400 times on YouTube alone
  • Create your own YouTube Channel
  • Why not add them to your emails…
    • In your email signature…
  • Share them other places like…TubeMogul
    • FREE www.Tubemogul.com
    • Upload & Then it Pushes out to 26 sites
  • Also Quickly Share videos by Email
    • With Flip Camera Can Easily Customize & send multiples
  • Share them on…Your Blog & even Create Testimonial Page
    • www.SandbarsToSunsets.com/clients
    • Example…
  • 5000+ More Reasons to Start…
  • Periodically Analyze Results
  • See Who’s Watching
  • Now you Know “The10 Secrets to Creating Powerful Videos Testimonials”
    • Ask at the “Right Time”
    • Focus on Only 1 Part of Transaction
    • Know Your Purpose - Generic vs Specific
    • Prime Client
    • Only Record Once
    • Make the Camera “Invisible”
    • Keep the Video Length Short
    • Be Your Authentic Self
    • Embrace Progress Not Perfection
    • Share Them…and analyze your results!
  • And then Rinse - Lather - Repeat
  • The 8 Simple Steps for Making Your Video Testimonial Movie
    • Using the Flip Camera with
    • Built in Easy to use Software
    • Built in Music and Sound options
    • Step by Step..
  • Why the Flip Camera is still my pick for “Video for Dummies”
    • Low Cost to Start
      • $149 – FlipMino
      • $229 – FlipMinoHD
    • Easy to Use
    • Immediate Results
    • Built in Software Makes Sharing Effortless
    • Get more info at www.TheFlip.com
  • Video’s Recorded…Now What?
    • Once you have recorded your video using the 10 secrets…
    • You’re ready to:
    • Make a Movie and
    • Share your Video
  • Step 1 - Plug Flip Camera into your computer’s USB Port
    • Flip comes with built in Software…
  • Step 2 - Click Movie Button – Drop & Drag clips
  • Step 3 - Add Title & Credits for Branding and Contact
    • Brand in credits with name, phone, site
  • Step 4 – Easily Add Music Options
    • Get’s rid of background noise…
  • Step 5 - Title Your Movie & Create..
    • Name movie then push “Create Movie”
  • Step 6 – Bring Up Finished Movies
    • Click Movies on left - See all Movies Then click on Movie you want to send…
  • Step 7 Click “Online” & “YouTube”
  • Upload to YouTube Easily
  • 3 YouTube Privacy Settings
    • Public
    • Private
    • Unlisted
  • FlipShare makes it Simple to Share
    • Instant Video Viewing
    • Easy Editing
    • One Click Emailing
    • Instantly upload to
      • AOL
      • MySpace
      • YouTube
      • and other sites
  • Summarize - 8 Simple Steps to Making Your Videos Testimonial Movies
    • Plug Flip in USB Port on computer
    • Flip SW opens & Click Movie button
    • Brand It – Title & Credits
    • Add Music as desired
    • Give Movie Title and “Create”
    • Bring up finished Movies
    • Click “Online” and ‘YouTube”
    • Upload to YouTube and smile!
  • So Imagine when….
    • You can sign your emails..
    • “ These 100 people have an important message they think you should hear before buying or selling”
    • … and you link to your testimonial channel/page
    • How powerful will that be?
  • Or the day we can say…
    • “ 100+ Reasons to
    • Do Business with
    • Cyndee and Jack”…
  • Biggest Myths - #3
    • Myth 3- It’s Hard to learn and takes lots of time
    • FlipShare makes it Simple to Share
    • Instant Video Viewing
    • Easy Editing
    • One Click Emailing
    • Instantly upload to
      • AOL
      • MySpace
      • YouTube
      • and other sites
  • Easy to Do with other Cameras
  • Picasa Gives YouTube Option
  • Powerful Relationships and Referrals => Keep on Giving
    • Those that start today will have an incredible advantage.
    • Why would
    • you wait?
  • 3 Things You Can Do Now…
    • Contact Past Clients and Ask current clients to do videos...
    • Sign up for FREE YouTube.com Account
        • And Fill out your Profile info
    • Sign up for FREE Tubemogul Account
        • Create logins for sites you want to push to
  • Summary – Leveraging the Power of Social Proof & Relationships
    • Social Media, Social Networks & Video sharing is here to stay & Growing Fast
    • Video Testimonials are the Relationship Gift that keeps on giving
    • Increase the “Speed of Trust”
    • Be Your own Best Referral Source
    • & It’s Easy and FREE except for a digital Camera
  • My hope for you is that you’ll…
    • Jump In…and Just Do it!
  • The Power of Video Testimonials
    • A copy of this presentation is on slideshare.net
    • Cyndee@SandbarsToSunsets.com