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content marketing

TikTok and Reels for Real Estate Agents

December 29, 2020 By Stephen Garner

TikTok Real ERstate
For Real Estate Agents

In the last 30 days I’ve had 3 real estate agents send me other real estate agents TikTok videos of them dancing, lip syncing etc asking “should I be doing this?”. My answer is – it depends.

Two words. Social Media.

Back when I was a sales exec in the title industry (2002 – 2014) helping real estate agents grow their business online I used WordPess, Video Marketing and Content Marketing Strategies, back then social media meant Facebook and Twitter, even YouTube was not seen as a social network by most back then, it was merely a place to host your videos. Today social media is ubiquitous. It’s facebook, twitter, snapchat, linkedin, YouTube, Instagram, Pinterest, TikTok and the newest addition… Instagram’s answer to TikTok, Reels.

So should real estate agents be using TikTok and Reels in their business? YES! Now before I go into the specs I need you to understand one thing, this thing is something most of your real estate gurus won’t tell you….. ready?

YOU CAN’T HAVE AN EFFECTIVE SOCIAL MEDIA STRATEGY WITHOUT AN EFFECTIVE CONTENT MARKETING STRATEGY FIRST.

Social media is merely the vehicle.

Most real estate agents will share things on social media without understanding what they are sharing, why they are sharing it or even what the end goal is. Agents are taught to model other agents but don’t usually stop to think why they should. Some in the real estate space will tell you “the goal of social media is to educate and inform while building brand awareness” and while this is partly true, the real goal of social media is to pull people away from it to your website, sales pages, funnels, CRM’s etc. You can’t pay your bills with awareness – trust me.

One agent who I’m sure you have seen online dancing, lip-syncing on TikTok called me the other day asking for some tips in making her next video, so I took the opportunity to ask her if her videos were successful. She said, “yes! I’ve gotten so many comments and likes it’s awesome!” But then I ask her the million dollar question…. have you been able to trace any increase in your business directly to your TikTok videos? “Weeeeeell, no.”

Views Are Not Created The Same.

Views don’t always mean more leads, deals and/or money in your real estate business. Why? Because not all views are the same. It doesn’t matter if you got 1 million views on social media, youtube or even TV if the views are from people that don’t need your product or service. If you gave me the choice between 5 million views or 5 views from people that were interested in what I do I would take the 5 views every day of the week and twice on Sunday. “But Stephen, my coach said my goal is to create awareness!”, ok great, but let me ask you this…. how does 1 million or even 5 million more people being “aware” that your a real estate agent increase your business? Who doesn’t know a real estate agent?

You Must Have A Stategy

I’m not saying you should not be using TikTok or Reels, what I’m saying is you should have a plan, a strategy when using them. First rule of marketing, mine anyway, is to go where the fish are and the fish are on TikTok and Reels so it makes sense to post your content there. But that content would be best served to differentiate you from your competition, nothing wrong with singing and dancing just make sure you are singing and dancing about something you do, like sell homes. Sing about the steps of selling a home, dance out the steps of buying a home, sing and dance about the home inspection process, appraisal process, loan or refi process, sing abut your favorite communities, dance about your latest sale, your latest listings selling points, dance out frequently asked questions, post 15 second snippets that point to longer videos, you get the point…. just make sure you are pointing the viewers of your videos to your website and sales pages where they can learn more about your what you do and what problem you solve.

Targeted Content Is On Purpose

Keep in mind, singing and dancing are fun but targeted content is what will help you get found online by buyers and sellers at multiple stages of the buying or selling process. When I say online, I don’t necessarily mean social media, that’s because social media for the most part is where content is discovered by accident. People that find you on social media could be at any stage of the sales process or none at all, so social media doesn’t measure intent. But you know what does? Search. Google and YouTube. Someone that types into a search engine, (and YouTube is the 2nd largest search engine behind Google), 4 bedroom homes close to Intel in 85248 or 3 bedroom homes near Chaparral High School don’t just show intent, they are towards the end of the sales cycle.

He/She Who Has The Most Content – Wins.

My suggestion? In 2021 focus on creating content, valuable content, content that educates and informs, content that clearly shows how you are better and different than your competition and syndicate it on social media – facebook, twitter, linkedin, Instagram, YouTube, TikTok and Reels. While everyone is talking about real estate now, that will not always be the case, when the market changes – and it will, it always does, it will be the real estate agents that have the most valuable content online that are in the best position to win, not just for themselves, but their clients as well.

Contact Us

Thank you for your interest in HMC. We provide the highest quality business, commercial, event video productions, classes and services. We look forward to meeting you. Please fill out the form below or call 480.223.8113

Filed Under: Social Media Tagged With: content marketing, Reels, TikTok

Real Estate Content Ideas | Ditch The Boring Newsletter

May 8, 2020 By Stephen Garner

real estate content ideas

It seems like almost every day I receive a canned, stale, boring, irrelevant newsletter from a real estate agent. To make matters worse, because we work with hundreds of real estate agents in the valley, it’s not uncommon for us to receive the exact. same. newsletter from multiple agents, sometimes as many as 20 at a time. Real estate content ideas don’t need to be this boring.

I commend the real estate agents on sending out something, when you look at the numbers of real estate agents that actually keep in contact with past clients the numbers are dismal at best, (according to NAR 91% never contact the buyer or seller again after closing) but real estate content doesn’t need to be duplicate, irrelevant or canned either.

How to clean your windows, make homemade popsicles or increase curb appeal isn’t new and certainly not unique. Staying in contact with valuable, relevant content can change your real estate business and reap long term referrals and business as only 25% of consumers use the same agent again, probably because only 9% stay in contact after closing.

There is a better way to create real estate content ideas, and if you follow our suggestions you won’t need to pay for those canned newsletters any longer. Good, relevant real estate content is valuable, now more than ever because the consumer is looking to you, the real estate agent, their trusted advisor, for not only your expertise but also your observations as they both directly affect the consumer.

If you are keeping in contact with your clients right now (hopefully you are given the height of anxiety related to COVID-19) your clients are asking you questions, questions that you happily answer maybe on the phone or in person, via email, messenger or text, answers that are valuable not just for that particular client but for your database, social networks, and sphere of influence as well. This is great real estate content that is just as valuable to consumers that you don’t even know, potential future buyers ad sellers that are asking the same questions, looking for the same information, only they are asking search engines like Google and/or YouTube.

The next time someone asks you a question or makes a statement that you know could be of value for not just that client but others as well, turn that question into a story and make that your daily weekly or monthly newsletter. You can choose to write it in text like this, or even better you can turn it into a video and text or email it out to your existing clients via BombBomb, Constant Contact, MailChimp, as well as add it to your real estate website to be indexed by search engines like Google and YouTube (this is how you get targeted traffic to your website).

Unfortunately many consumers believe all real estate agents are the same, (and they validate that belief by receiving the same exact content or irrelevant content  from multiple real estate agents). Whether you realize it or not, you have immense value, it is your expertise and your observations communicated effectively and consistently that will not only set you apart from your competition but increase your value and help you get found online as well.

Now I know you’re probably wondering what kind of real estate content? Well let me ask you this, are homes still selling right now in the face of COVID-19? Why is that, and how is that? Has the housing inventory gone up or down because of the Coronavirus? And if that inventory did go up how does it affect buyers? If it went down how does it affect sellers?

Is this a normal market? While were at it, what is a normal market? What about loans, is it easier to qualify right now or harder? Why? What about down payments, are they higher? Lower? The same? Are there new loan programs that today’s buyer may be able to qualify for?

What about deferments? Will that affect a borrower’s ability to buy a home later or refinance? What about showing homes? What steps or technologies are you or your brokerage leveraging right now, today, to show homes and sell homes in this post COVID-19 housing market?

These real estate content ideas are based upon the last 60 days, there are literally thousands if not tens of thousands of real estate content topics that you could be talking about, emailing, texting, writing about that would not only keep you top of mind with those you know, but when uploaded to YouTube, shared on social networks and your website, would help you get found online by those you don’t.  Good real estate content increases your brand awareness and clearly establishes you as a thought leader and expert in your space, and that is exactly who the consumer wants to work with.

Contact Us

Thank you for your interest in HMC. We provide the highest quality business, commercial, event video productions, classes and services. We look forward to meeting you. Please fill out the form below or call 480.223.8113

Filed Under: Content Marketing Tagged With: content marketing

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