YouTube Marketing for Real Estate Agents

Burke SmithFounder of YourNetCoach

Chief Communications Officer, HSA Home Warranty

“Like No Other Home Warranty Company on the Planet!”

• Technology will Never replace agents, but agents using

technology will!™

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!

75% of home sellers say they are more likely to list with an agent who uses video

Only 1% of realtors use a YouTube account to market themselves or their listings

• Real estate professionals, brokerages and brands are embracing video now more than ever before

Facts

• 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

Facts

• According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network

Facts

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?

• YouTube Videos are a large factor in determining Google rankings

YouTube Advantages

• Sites that showcase relevant YouTube videos are ranked higher

• This means posting and linking to these videos gives you an advantage over other real estate professionals

YouTube Advantages

• People trust content from videos more than any other medium

• Videos attract 300% more traffic and leads (Marketing

Sherpa)

YouTube Advantages

• YouTube is your mobile advertising it’s available on hundreds of top mobile devices

YouTube Advantages

• Video is the most engaging and versatile content• Can be used on your

– Website– Email– Facebook– Twitter– LinkedIn– Blog

YouTube Advantages

Making a Video

Equipment

• 720p HD Video

Smart Phonesare all you need

• Easy, Fast Recording• Quick touch up tools• Instant uploads to YouTube and all other social

networks

YouTube Capture

• Boom Mic • $40

Audio

• Lapel Mic • $30-$60

• Have a Plan• Keep it Short

– 1-3 minute videos• Make Content Not Ads

Best Practices

• iMovie (Mac Only)• Windows Movie Maker (Windows)• YouTube (Edit Online)

Video Editing

Who has a Google account?

Quick Poll

Create Regular Content

Do Not Do This!!

• Agent Profiles– Well done agent videos can increase the time spent on

site by prospects• Which in turn decreases their time spent on competitors sites

– 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.

Video Ideas

• Property Videos– Use property photos to create a branded slideshow tour

of a listing with voiceover. – Include pricing information and a link to the listing in the

description

Video Ideas

• Neighborhood Profiles– Use video to help prospective home buyers learn about

cities or neighborhoods– Hyperlocal– Focus on selling the community, not just the listing

Video Ideas

• Neighborhood Profiles

Video Ideas

7,000+ Views

• Corporate Communications– Using video for corporate communications can be a

great way to get the word out about change, both externally and internally

Video Ideas

Video Ideas• Real Estate Industry Current Events

– Establish yourself as an expert by discussing current changes in your real estate market

Video Ideas• Real Estate Industry Current Events

13,300+ Views

Video Ideas• 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

Video Ideas• 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

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

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

Video Ideas• How To Videos

Video IdeasHow to Ideas:• Eco-friendly building• How to purchase a home• Lease-to-own tips• How short sales work• Renovation tips

• You NEED a Google Account• If you have a Gmail for your business use it!

Setting Up A Channel

• Go to www.YouTube.com and choose create an account

• Fill in the required information

• Skip

• Unsubscribe

• After you are logged in click the drop down arrow on the top right and select My Channel

• Select Click Here right underneath your name to create a channel for your business.

• Enter your business name and category then hit Create Channel

• If you already have an account go to All My Channels

• Click on the blue “Create a new channel” button

• Choose a Channel Name

• Select Local Business or Place for the Category

• Agree to the Pages Terms

• Select a Profile Picture

• This is linked to your Google + profile picture

• Set your channel art

• Set your URL

Once set your URL is permanent and can never be changed!

Seriously. . . It’s permanent

• Click on your profile in the top right and select YouTube Settings

• Choose Advanced

• Click Create Custom URL

Think it over

Add A Description

• Click on the pencil icon

• Channel Description– Highlight your most important content up front i.e. 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.

• Add Links to:– Your Website– Facebook– Twitter– LinkedIn– Pinterest

Include Links

• Can add 4 social links to your profile

• However only 1 link to an external site can appear on your channel art

• Click on the pencil icon directly below the description

• Use this to drive traffic to your website.

Check this box

Add your website

Auto Post to Social Networks

• Choose “YouTube Settings” from the menu in the top right

• Click on “Connected Accounts”

• Connect Facebook and Twitter then choose what updates you want to appear on those accounts

• Select Upload, then Select files to upload.

Uploading a Video

Note: You can also drag and drop a video file into this area to upload it

Uploading a Video

Category

Privacy Settings

Tags

Description

Share This Link

• Title: What you want to call your video.• Include Keywords

• Description: Keep it brief, and include keywords and your company name and information so that people can more easily find your video when they conduct online searches.

• Tags: These are keywords that help identify your video or 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]

• 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

• 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.

• Keywords in the Title• Keywords in the Description• Use Tags• Transcription• Keywords in the File name of the video

5 Components to MAXIMIZE Traffic

Do Not Make the #1 Mistake!

Have a URL at the beginning of the description

The key to a successful YouTube marketing

campaign is creating clear & concise calls

to action.

• Create tours for available properties• Create a welcome video that showcases your expertise and

always keep it on top of your YouTube channel• Create testimonial videos• Create neighborhood tours• Create videos discussing Real Estate trends in your area.• Create how-to videos for home sellers to help them get the

highest possible price (staging, before & after, rehab)• Create home-buying tips and best practices (first time home

sellers)

You Tube Ideas Review

• KISS: Keep your Real Estate videos short and sweet (3 minutes is good)

• Take advantage of video annotations to share more videos with your audience or link back to your website

• NEVER compromise quality! • Take advantage of YouTube create page to add special effects

to your videos • Purchase royalty-free music for video voiceover from

Royaltyfreemusic.com,istockphoto.com orMusicbakery.com• Make sure to include your full contact information in the

video

You Tube Production 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.

You Tube Networking Tips

Video Walkthroughs

• www.YouTube.com/HSAWarranty

• Many people attempt to use YouTube, make a few videos, get discouraged quickly and abandon their channel

Remember

Never Give Up

HSA Social Media Resources

Facebook.com/HSAhomewarranty

Thank You!

Burke.Smith@onlinehsa.com

Brian.Geick@onlinehsa.com