WA State Real Estate Clock Hour class for Realtors: Introduction to Video Marketing and Artificial Intelligence

1. Introduction to Video Marketing and
AI for Real Estate Brokers
Course Number C-23013340
Instructor: Stacy Chevalier Jones
I-23019388
CE Forward School of Real Estate
S-1655

2. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Welcome!
Please complete the sign-in sheet, including an
address.
Photo ID required. Any of these are fine:
Driver’s license, passport, state ID card,
military ID that contains both a picture and a
signature
2

3. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Reminders:
Breaks
Bathrooms
Coffee
Water
WIFI password
Smart phones WILL be used during class!
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4. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Boundaries
Video Marketing and
AI in the Practice of
Real Estate
Personal
Tech
Support
Time
Law
Social
Media
Basics
Advanced
Video/AI

5. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Agenda
Introductions
Objectives
Boundaries
Quiz
Why Make R.E. Marketing Videos?
Lighting and Sound
Video Marketing Strategy
Different Types of Videos
Formula
Video Apps
Artificial Intelligence
Strategy, Formula, AI
Distribution
Measuring, Metrics
Fair Housing
Other Compliance Concerns
Recap, Close, Evals, Certificates
Handouts
Intro to
Video
Marketing
and AI

6. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 1 Introductions
Introduction of students
Break into small groups and introduce yourselves.
Who are you?
Where do you work?
How long have you been in the industry?
Break into small groups and come up with a list of at
least 10 things you want to learn today.
6

7. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
What do you want to learn today?
 Break into small groups and come up with a list of at
least 10 things you want to learn today.
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8. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 1 Introductions
Jillayne Schlicke
Teaching real estate clock hours since 1993
Technology, sales, title and escrow, mortgage lending
law, Fair Housing, psychology, and ethics.
Self Employed educator/consultant since 2005.
Expert witness, rebuttal expert, factual expert
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9. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
What do you want to learn today?
 A
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10. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
10
Intro to Video Marketing and AI for Real Estate Brokers
Section 2
Handout: QUIZ
Take the quiz with the members of your small
group.
Elect a group leader and share your answers with
the rest of the class.

11. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
11
Section 3:
Why Make Real Estate Marketing Videos?
• Video marketing is great for educating and
building trust. Consumers want to watch how-to
videos, they want to be educated, and want to
watch videos of homes for sale.
• Millennial and Gen Z users want to learn from
each other and prefer lower quality, "authentic"
video over high-quality video that seems
artificial and inauthentic.

12. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
12
Section 3:
Why Make Real Estate Marketing Videos?
• The pandemic boosted online media
consumption by 215% in the U.S.
• Video marketing improves Search Engine
Optimization (SEO) and boosts conversions and
sales.
• Websites see a search engine boost when they
add video because it increases page quality and
the time visitors spend on the page.

13. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
13
Sec 3: Small Group Assignment
Create a Simple, Unscripted Video
Break into groups of two or three.
Each student will create a simple video, unscripted
and unedited video.
Using your smart phone, open your video camera
app, point the camera at yourself, and speak
unscripted for no more than 10 seconds about your
experience in real estate.

14. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
14
Sec 3: Small Group Assignment
Create a Simple, Unscripted Video
Decide which person has the best 10 Second video
Email it to the instructor: Jillayne@gmail.com
Instructor will play the videos for the class.

15. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 4
Lighting and Sound
15
High quality video starts with lighting
Lighting enhances the look of your video
Lighting directs viewer’s eyes to YOU.
Lighting can guide eyes to a specific location.

16. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 4
Lighting and Sound
16
Balance artificial and natural light
When using a video your camera, check the “white
balance” setting.
When using a smart phone, experiment with
turning the light on you, “off” or “on."
Avoid harsh and misdirected lighting

17. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 4
Lighting and Sound
17
Aim for minimal background noise by using a
dedicated mic.
If filming at an event, check sound quality before
you film and before you leave.
You can also film at a noisy event with the video
muted and add audio, music, captions later

18. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 5
Develop a Video Marketing Strategy
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• Who/what will be featured in your videos?
• Who will benefit from your videos?
• How will this video help generate leads?
• How long will each of your videos last?
• Will you require the help of a videographer, or
will you produce videos on your own?

19. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 5
Video Marketing Strategy Ideas
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A video about one of the real estate brokers in
your group
A fictitious real estate broker
A real estate team
A buyer’s broker
New constructions
Land only
Multifamily
Condos
Manufactured housing
A listing

20. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
20
Sec 5:
Develop a Video Marketing Strategy
In your small groups:
Decide on a video marketing STRATEGY.
Share your decision with your colleagues

21. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
21
Sec 5:
Develop a Video Marketing Strategy
In your small groups:
Decide on a video marketing STRATEGY.
Share your decision with your colleagues

22. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
22
Section 6:
Ideas for Different Types of Marketing Videos
Branding
Profile
Your company
Neighborhoods
Education/How-to
Market updates
Live events
Expert interviews
Success stories
Case studies
Customer testimonials
New listings
Drone, 360/3D
Recruiting
Trends
How-to
Lists: 10 things…
Humorous themed videos
Year in Review
Reoccurring series
Interview micro-
influencers
Live stream at an event

23. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
23
Sec 6: Combine Video TYPE with STRATEGY
In your small groups:
Back in your small groups, continue to just use your
smartphone’s camera/video app and create a
20 SECOND marketing video that combines the TYPE
of video with your STRATEGY.
Watch each other’s videos and decide who has the
best video.
Best video will be emailed to the instructor who will
play the videos for the rest of the class.

24. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
24
Sec 6: Combine Video TYPE with STRATEGY
1: A 20 second video promoting the opening of your new
company location.
2: A new construction home buyer who had a specific need
and how you helped them.
3: One of you interviews the other about buying or selling a
condo
4: Top 3 things sellers can do to get your home sold fast
5: A buyer’s broker delivering a personalized message to
your home seller or buyer
6: How your real estate team tackled a complex transaction
7: Explain a confusing part of the real estate purchase and
sales agreement.

25. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Sec 7: a FORMULA for Creating Short Videos
Hook (emotion)
Context (relatable)
Conflict (resolution)
Conclusion (motivation to act)
Call to Action (do this)
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26. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
26
Sec 7:
Combine Video TYPE, STRATEGY and Formula
In your small groups:
Back in your small groups, continue to just use your
smartphone’s camera/video app and create a
30 SECOND marketing video that combines the TYPE
of video with your STRATEGY and now add in the
FORMULA.
Watch each other’s videos and decide who has the
best video.
Best video will be emailed to the instructor who will
play the videos for the rest of the class.

27. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Sec 8: Video Apps HANDOUNT
Small Group Assignment:
In your small groups, discuss the pros and
cons of using AI in the practice of real
estate marketing
If you do not yet have an AI app on your
phone, select one, download and log in.
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28. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Sec 9: Artificial Intelligence Apps HANDOUT
Small Group Assignment:
In your small groups, discuss the pros and
cons of the video editing phone apps.
If you do not yet have one on your phone,
select one, download and log in.
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29. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
29
Sec 10: Combine Video TYPE, STRATEGY,
Formula, and AI
Back in your small groups, continue to just use your
smartphone’s camera/video app OR you can try one
of the CAMERA APPS and create a 30 SECOND
marketing video that combines the TYPE of video
with your STRATEGY, FORMULA and AI.
Watch each other’s videos and decide who has the
best video.
Best video will be emailed to the instructor who will
play the videos for the rest of the class.

30. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Sec 11: Video Marketing Distribution
• Most videos are viewed on a
smartphone
• Optimize for search engines
• MetdataKeywords
• Use AI to transcribe the script to be
searchable.
• #Hashtags
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31. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Sec 12: Measuring Your Videos
• View count
• Play rate
• Social sharing
• Video completions
• Completion rate
• Click through rate
• Conversion rate
• Bounce rate
• Effectiveness
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32. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Sec 13: Fair Housing and Compliance
 Monitor comments
 Do not make disparaging comments
 Fair Housing Logo and Equal Housing statement
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33. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
33
1968 Civil Rights Act
1968 Fair Housing Act
~
Protected Classes:
Race
Color
Religion (Creed)
National Origin
Sex
Sexual Orientation and Gender
Identity added in 2021 by
executive order.
Familial Status
Disability
Section 13
Fair Housing
Intent v. Effect
Realtors and lenders
have great power to
affect neighborhoods
Fair Housing/Fair Lending
http://www.hud.gov/offices/fheo/lending/index.cfm

34. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Additional protected classes in WA State
Sexual orientation
Gender identity
Honorably discharged military Veteran
The use of a service animal
Retaliation against a whistleblower
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35. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Intent v. Effect
It doesn’t matter what our good intentions are.
The only thing that matters is the effect, or the result
of our actions.
If we treat people differently based on nothing but
their protected class, we have violated Fair Housing.
Disparate Impact
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36. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 13
Redlining
Denying or
increasing the
cost of
services to
residents of a
racially
specific
geographical
area
Steering
Guiding
prospective
homebuyers to
or away from a
specific
neighborhood
based on his/her
race
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Blockbusting
Encouraging
white property
owners to sell
their homes at a
loss by
fraudulently
implying that
racial or
religious
minorities were
moving into their
neighborhood
Fair Housing/Fair Lending
http://www.hud.gov/offices/fheo/lending/index.cfm

37. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Mod 13 Fair Housing Advertising
37
Size of Advertisement Size of logotype in
inches
Half page or larger 2 x 2
Eighth page up to half page 1 x 1
4 column inches to eighth
page
½ x ½
Less than 4 column inches Do not use

38. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
38
Equal Housing Opportunity Statement: We are pledged to the
letter and spirit of U.S. policy for the achievement of equal
housing opportunity throughout the Nation. We encourage
and support an affirmative advertising and marketing
program in which there are no barriers to obtaining housing
because of race, color, religion, sex, handicap, familial
status, national origin or gender identity.
Equal Housing Opportunity Slogan: "Equal Housing Opportunity."
Source: Fair Housing Advertising, Appendix I to Part 109 Title VIII, Civil
Rights Act of 1968, 42 U.S.C. 3600-3620; section 7(d), Department of HUD
Act, 42 U.S.C. 3535(d)

39. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Definition of a Loan Originator
(i) An individual who for compensation or gain, or the
expectation of compensation or gain-
(A) Takes a residential mortgage loan application;
(B) Offers or negotiates terms of a residential
mortgage loan (example: advertising)
(ii) Does not include processors or underwriters
(iii) Does not include real estate agents unless
compensated by a lender…
(iv) Does not include selling timeshares
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40. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Sec 13: Definition: Licensed LO
The term ‘‘mortgage loan originator’’
Means an individual who for compensation or gain
or in the expectation of compensation or gain
Takes a residential mortgage loan application;
or
Offers* or negotiates terms of a residential
mortgage loan;
*Example: Advertising, quoting rates, fees loan
programs. That would include social media posts
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41. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Definition of an LO
Licensed
(6) MORTGAGE LOAN ORIGINATOR—
(a) IN GENERAL—The term ‘‘mortgage loan originator’’—
(i) Means an individual who for compensation or gain or in the expectation of
compensation or gain—
(A) Takes a residential mortgage loan application; or
(B) Offers or negotiates terms of a residential mortgage loan;
(ii) Does not include an individual engaged solely as a loan processor or
underwriter.
(iii) Does not include a person or entity that only performs real estate
brokerage activities and is licensed or registered in accordance with state law,
unless the person or entity is compensated by a lender, a mortgage broker, or
other mortgage loan originator or by any agent of such lender, mortgage
broker, or other mortgage loan originator; and
(iv) Does not include a person or entity solely involved in extensions of credit
relating to timeshare plans, as that term is defined in section 101(53D) of title
11, United States
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42. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 13
Examples of phrases to avoid:
“Call me for information about mortgage loans”
“Today’s mortgage interest rates are….”
“I can help you find a mortgage loan for zero down”
“My lender will get you a loan with the best rate
and lowest fees”
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43. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 13
Get Permission
Music in Videos
Ethical Considerations
Copyright
CFPB Joint Statement on Enforcement Against
Discrimination Bias with Automated Systems (AI)
https://files.consumerfinance.gov/f/documents/cfp
b_joint-statement-enforcement-against-
discrimination-bias-automated-systems_2023-04.pdf
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44. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Section 14
Questions?
Evaluation Forms
Certificates of Completion
44

45. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
Have Fun!
Ditch the long script
Explore different shots and angles
Send interviewees your list of questions in advance
Mistakes can be edited out in post production!
Mistakes are a great learning experience.
Move past the anxiety and dive in!
“The Web as I envisaged it, we have not seen it yet.
The future is still so much bigger than the past.”
-Tim Berners-Lee, Inventor of the World Wide Web.
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46. Jillayne Schlicke
CE Forward, Inc. DBA NAMF
46
Jillayne Schlicke
CE Forward, Inc.
206-931-2241
Jillayne@ceforward.com
I am easiest to reach via email.