#419- Mail-Right Show:Best YouTube Real Estate Lead Generation Strategies For 2024

Best YouTube Real Estate Lead Generation Strategies For 2024

Best YouTube Real Estate Lead Generation Strategies For 2024

Stay ahead with our comprehensive guide to YouTube real estate lead generation strategies for 2024. Uncover expert insights, tips, and techniques designed to maximize your online presence and capture valuable leads within the dynamic landscape of real estate marketing on YouTube. Take charge of your success by showing today that it’s time to elevate your business with strategic lead-generation methods.


1 – Consistency

2 – Topic Selection

3 – Start with What You Have

4 – Focus on Your Thumbnails

5 – Improve Your Titles. – VidIQ or TubeBuddy

6 – Have a Call-to-Action

7 – Do Property Tour Videos

8 – Create Testimonial & Case Study Videos

9 – Collaborate with local Influencers

10 – Analyze Your Metrics


Episode Full Show Notes


[00:00:04.980] – Robert Newman

Okay. Three, two, one. Welcome back, ladies and gentlemen, real estate professionals of every experience level. Today, we’re going to talk about a subject that we could make the whole year just talking about, and your time would be well spent tuning into the show every week. This episode is number 419. The show that you’re listening to is the MailRight Show. It is a show about real estate marketing, mainly in the digital space. Today’s subject is the best YouTube real estate lead generation strategies for 2024. Ladies and gentlemen, I talked to a realtor who had been talking to somebody in his local market, Dallas. That somebody had started a brand new four years ago and is building this business up to $100 million in gross sales and something like 30 salespeople, all of YouTube. If you’re not on YouTube, if you’re not looking at it as a lead generation strategy, if you’re not trying to find your niche, your vertical, your subject that you talk about with a great deal of authority, you are missing out on the lead generation revolution of this decade. The next decade is probably going to be AI, but it’s also going to involve video.


[00:01:22.460] – Robert Newman

It will just be using AI tools to help you produce more and better videos, pictures, and things like that. If you’re behind, ladies Ladies and gentlemen, I hate to break it to you. Still, you’re behind not only the number one strategy, but you’re probably behind a seismic shift in how the real estate industry works. Having said that, before we dive deep into this, I’m obviously a big fan of video, and so is my partner who will introduce himself and share his thoughts about video. But for those who don’t know him, this is John and Dinwood. He is an expert in many things, but he is one of the world’s best guys when talking about WordPress. He’s got a massive show called WP-Tonic, and this real estate business is another business he has. He also has a learning management system business. On top of all that, John is a fantastic resource, a delightful human, and a Pugnacious spirit. You can go ahead and introduce yourself to the folks.


[00:02:27.330] – Jonathan Denwood

I like that, Pugnacious. I love that. That’s good. That’s a new one to me. I’ve had some other things said about me, but not that. Thanks, Rob. Yeah, I’m really looking forward to this podcast. I’m the co-founder of Mel Hyfe and Right. We’re a great lead-generative platform where you can run your Facebook adverts and combine email campaigns, text messages, and a CRM on one platform. Or if you haven’t got the, It’s time to do it yourself. We can do it for you. Back over to you, Robert.


[00:03:04.970] – Robert Newman

When we dive into this, I’m just going to really drive the nail home. When it comes to real estate agents who are spending less and making more and who are new into the business, just a few years into the company, if you want to say, who do we know that is making millions of dollars and what strategy they’re using? It always comes back to something related to video, almost always YouTube. There are people making money on TikTok. There are people making money on Instagram. I have yet to find a realtor doing as well or going as big as they can on YouTube. The best part about video strategy is if you did nail it on YouTube, you could use the same video and all the other platforms we’re discussing. Making YouTube is always my number one recommendation for lead generation. Additionally, which we don’t talk about much on the show, we never have so that I will mention it now. For those of you who are vets, for those of you who have been in the business for a while and are looking for not only a strategy to do some lead generation, but might be looking for a tip or trick or hack to propel ranking in your hyper-local Google business profile, to propel ranking on your website.


[00:04:23.900] – Robert Newman

Believe it or not, YouTube video does that for both. It is a massive Massive SEO signal, enormous, a major hack. Not to mention, if you learn how to optimize videos and you learn how to do them, you can rank a video in two days. That is free traffic to the video in two days. Nothing that I know of is faster. Nothing. Not even Instagram. Instagram, you tag your post, maybe you get some traffic in a day or two, maybe Instagram, but your traffic is gone after a few days because the hashtag pulls your content so far down the masonry outlay of Instagram that you have to keep doing new content over and over again. Not so of YouTube. One video can last you for up to 5 to 7 years. Having said all that, John has been kind enough to write an action plan for how you would develop What’s the mindset, walk into doing YouTube lead generations. We’re going to do a few tips and tricks. But the number one subject on our list here is consistency. John, when you say consistency, what are you thinking? What does that mean? If I want to say I’m a real estate agent and I want to produce video consistently, what is that in your opinion?


[00:05:54.370] – Jonathan Denwood

Well, it’s similar to the situation with blogging. But blogging, but blogging… Yeah. Google, YouTube. Google owns YouTube. The second biggest search engine on the internet is YouTube. They want to see the consistency of your producing videos. So at least, I would say at least one video a week, if you can. And they really want it to be created around the same time. Consistency will get you marks from YouTube, basically. But unfortunately, because of the nature of the real estate business and its ups and downs, it’s hard to be consistent. On the other hand, you don’t want to use it as an excuse because you have fantastic technology probably in your pocket, your phone, and there are ways of producing video that can work, where you can be flexible to some degree, where you’re taking the video. So, hopefully, that makes some sense, Rob.


[00:07:20.500] – Robert Newman

It did. I’m going to say a minimum of once a week, if any of you are wondering how many videos those million dollar producers are doing, generally speaking, it’s about 100 per year per agent. So it’s about one video every three days is about, I think, where efficiency maxes out. In other words, yes, one per week, but if you’re really on top of your game, how many could you do that might be effective? I actually don’t think If you did a video a day, which I’ve heard people aim at, I think that’s unless you’re doing reels, which is different. You have traditional videos and reels. If you’re going to aim it at… Suppose you think you have the discipline to do something every single day. In that case, I’m going to say, do three reels and three one to five-minute videos, and every once in a while, do a 20 or 30-minute video if you feel like you have the level of expertise necessary to talk about a subject for that long and keep your audience engaged. Topic selection. So this is an exciting subject. If it’s me, John, I talk about… I actually use VidIQ, and while I generally pick the title, I prefer the subject, like Google My Business as an example or profile tricks and tips and hacks.


[00:08:37.000] – Robert Newman

I really find myself leveraging AI. I developed a generalized tile, such as Google business profiles, and then I put it into my AI and BitIQ. I oftentimes use their titles. I think they’re pretty good. But the topic itself is generally, I’m pulling it from either questions that my constituencies have asked me Or I go on to Google and search a broad keyword such as Google My Business, and then look at the people also ask subject line and just stick, because Google is only sorting those questions up by search volume. So keyword research has really gotten simplified. If you know how to use Google. You just go down and look at people and also ask and decide if you want to do a piece of content on any of that. That’s my thoughts on topics. What’s yours?


[00:09:27.420] – Jonathan Denwood

Well, it’s actually everything you I said is correct, but I was approaching this from a totally different perspective. You’re probably your SEO expert, and I didn’t understand this. It was only looking at… I was looking at a lady that has a YouTube channel with a quarter of a million subscribers, and she specializes in training in building courses for people that are looking to build an educational-based business with seven figures. And she’s been successful in building her own business, educating people to build courses in the six, seven figures. And she brought this up, and I was only watching her that I realized this. This is your videos, it’s going to be around different topics, but it’s all got to be around the same umbrella. So what I mean is, if you do, and I did that a bit with my WP Tonic channel, is that, and I forgot what the term in SEO is about, you got to be seen as a thought leader, as a topic authority. That’s what YouTube’s looking for, that you choose a topic and your videos are consistently around that topic. What I mean is you can’t be doing things about real estate in one area, and then you put on some videos about car repairs.


[00:11:30.160] – Jonathan Denwood

You can do that, but that won’t help your channel and how it’s viewed by YouTube. It’s tricky You don’t want the topic to be too broad, and obviously it can’t be too narrow because then you’re running out of topics. So it is a little bit tricky. But on the other end, if you go too broad, you’re going to confuse YouTube, and that’s a problem. Is that making sense?


[00:12:05.950] – Robert Newman

Yeah. I’m going to tell everybody my favorite strategy with a lot of this list, a lot of it. Something I’ve done my entire career, something I’ve done as a salesperson, something I’ve done. I always just find somebody who’s already doing the thing that I’m thinking of doing to a high degree. I try to verify results. Do you really make the money that you seem to claim to which is a big problem in real estate. Not everybody’s making what you think they’re making. But if I can verify indeed that the transactions are taking place, I’m just going to look at what that person is doing. Now, you shouldn’t copy anybody because if you’re in the same market and the same person copying them is only going to get It’s going to detract from their results and not give you that many results. But taking the style, the conversational tone, altering some of the subjects, looking at really go through comments, which is going It can be a subject that you have here somewhere I saw it already, which is gathering feedback. Well, guess what? Feedback is public in social media, and it is not conditional to that person.


[00:13:12.720] – Robert Newman

In other words, just because I have feedback and you’re my competitor, if you are really smart as a competitor, what you do is you read through your competitions comments because you’ll discover that people are quite vocal about what they do and don’t like about both content and the core offering. So you can learn a lot about your audience by watching how they’re responding to popular videos, which will help you design a topic list that might be really relevant to the people that you’re trying to speak to.


[00:13:42.520] – Jonathan Denwood

You got to be a little bit cagey here, folks, because you can actually buy subscribers. You can buy subscribers for your YouTube channel, you can buy subscribers for your Twitter, you can buy subscribers for all these social platforms. They’re actual companies, businesses that you can hire them to get subscribers. Obviously, if the different platforms find out, and if you overdo it, or they will find out. The other thing is, if you got a channel that’s got a quarter of a million, half a million subscribers, and you look under some of their popular videos and there’s no comments, There’s no engagement. They’ve probably bought most of those subscribers. So always check that if somebody’s getting a high, or saying they’re getting a high viewership and they got a load of subscribers and you look at some of their popular videos, and there’s no comments, there’s no engagement, that’s when some red flags should be coming up in your mind. Agreed.


[00:14:58.150] – Robert Newman

All right. So Number three on our list, we’re going to have to accelerate it here a little bit if we want to get through the entire list, is start with what you have. I have no idea what you mean by that, Jon. Why don’t you help me out?


[00:15:12.850] – Jonathan Denwood

You got to start. You got to start making videos. Don’t get caught up too much about the technology. You’re probably going to have a really great phone. It’s the sound quality that you really want to concentrate on, and As long as you can get a stick, put the iPhone on the stick, and long as you sort out the sounds, you can record video, and then you can be pushing it. Don’t get too hung up, initially, about the editing or anything. So don’t get fixated. Do it, because the big… As soon as you start doing it and you start getting some traction, you can investing about improving the videos. But you got to start somewhere.


[00:16:08.230] – Robert Newman

Copy you. I don’t have much to add there, and we’re a little limited on time. So instead of talking about something I didn’t even understand when I focused on it. I’m going to move on to number four, which I have a lot to say about. Focus on your thumbnails. I’m going to let you kick us off there, but I do have a lot to say on this.


[00:16:26.310] – Jonathan Denwood

It’s really crucial, and you really got to experiment on the thumbnails. But the great tip, Canva really helps with this. If you’re starting out, folks, they’ve got a number of templates, and it makes it a lot easier. So you have access to these templates, the free version of Canva, but I would pay for the paid version. It’s about 120 bucks a year. It’s not outrageous. And it will help in producing your thumbnails enormously if you don’t have a graphic, somebody on your team that’s got a graphic eye. And spending a bit of time on the thumbnails is going to be one of the really worthwhile the expenditure of spending a bit of time and energy. Over to you, Robert.


[00:17:23.700] – Robert Newman

So I have a lot of thoughts on this, but before I share those thoughts, John and I would like to thank the sponsors of the MailRight show today, which, of course, is mail-right. Com and inbound-rem. Com. If you get a chance, why don’t you go check out those websites? There’s lots of information on both about real estate marketing. When we come back, I’m going to share my thoughts on thumbnails, and we’re going to go to a short break. We’ll see you in a minute. Three, two, one. Welcome back, ladies and gentlemen, to the Mail Right Show. Thank you so much for sticking through with us through the break. Once again, we would like to thank our sponsors, mail-right. Com and inbound-rem. Com. If you got a chance, go check out those websites. There’s plenty of free information on real estate marketing on both. Now, on to the question that relates to thumbnails. Thumbnails are an SEO signal, which is why I have so much to say about them. Click through rates is something that’s very important both in YouTube and in traditional search engine optimization. How many times somebody clicks on your result directly impacts your ranking, directly.


[00:18:29.820] – Robert Newman

Thumbnails in terms of overall video engagement, things like that, affect none of that at all. However, whether or not somebody chooses to click on your video versus others, like when you’re looking at that list of videos, thumbnails matter a lot. Traditional logic says that the talking head, like this, is the way to go. I have found that while that is actually true, it is so overdone, there are now second and third thumbnail-like styles that you can do that will have an impression. What I’ve done at Inbound REN that is starting to slowly see results, my click-through rate is scaling up. I think the reason why is I’ve eskewed the talking head things. I just got sick of seeing it everywhere, and I was thinking, if I’m sick of it, everybody else must be sick of it. I went with an animated character, and and more of a stylized graphic thumbnail, which at first dropped my click-through rate, did not increase it, decreased it. My expenses went up, which makes it all sound very counterintuitive. But I’ve been doing it for a while, and my click-through rate does seem to be slowly but surely scaling up a little bit.


[00:19:48.170] – Robert Newman

Not to mention I like it for me personally. What my advice here with thumbnails is you should pick a branding style. You could change it year to year for sure, maybe even, but I would say, pick a branding format year to year and make sure that you stick with it, because if you’re producing high quality content, which I do, people will start to recognize your thumbnail versus others without having to read your name. If they like you, if If you’ve seen something of yours, if you’ve been exposed to them enough, they will click on it. They will automatically click on it over other people because they’re familiar with you and content that you’ve done and the answers that you’ve given to other questions that they felt was high value. That’s my That in turn will increase your engagement rate, it will increase your SEO value. There’s a lot of ancillary benefits from coming up with thumbnail strategy that really signals to people that it’s you. Now, your face obviously also does that. People get used to seeing you and they will click on that as well. Facial recognition is a reasonably strong way to do this.


[00:20:53.620] – Robert Newman

My only problem is that when I see results in real estate, which I do, and it’s 10 pictures different realtors, I get a little face blind, and I figure that I cannot be the only person that experiences that. So I’m giving you another solution to this, another idea surrounding thumbnails. All right, improve your titles. We talked about this a little before we turned on the camera. So, John, why don’t you kick us off?


[00:21:24.150] – Jonathan Denwood

Well, like the thumbnails, choosing the right titles is going to be all important. And really there’s two tools that you can use. That’s VidIQ or Tubuddy. I think you use VidIQ. I use Tubuddy. I think they’re very compatible. It’s just some people think one or the other is better. But utilizing one of those tools is important because it’s really similar to blog post selection. That’s where somebody choosing to do a blog post on a subject that’s got no search volume is a total waste of time, really. It’s the same in producing a video with a title that’s not getting… But it’s also very similar to the world of SEO. Choosing a title that’s very, very competitive. If you got a new channel or in the world of traditional SEO, choosing a subject that’s highly competitive when your domain relevance is not that high, it’s not probably a good idea either. So you got to find the Goldilocks area where you’re getting enough search volume to make it worthwhile, where it’s not too competitive with established channels That’s what I would say about that.


[00:23:03.660] – Robert Newman

Copy you. All right, ladies and gentlemen, I agree with everything that you’re saying. Vidiq is the best $10 a month I spend. Across all the SEAS, I spend about $1,500 a month with various tools, Arefs, SEMrush. But when you say, what tool gives me the top value for the money that I spend on it? It is without question. It’s that and PinPinterest, which is another subject. It’s an AI tool that automatically shares content from my website to various social platforms. Those two platforms deliver the most value for the least amount of money by far. Pinpinterest has grown me an audience of 25,000 relatively organically on Pinterest for probably $500 total over five years. Super cheap and efficient. Same thing with VidIQ. I optimize my titles, I look at my descriptions, I do my keyword research, I do my competitor research, I do it all with VidIQ. I’ve learned I’ve learned a lot about thumbnails. I thought I knew a lot when I came into them. I’ve learned not a ton, but some, all off-free videos, you get access to the library. Mostly, though, it’s titles, tags, and They do this keyword thing where they give you the competition for each keyword that you’re targeting, like the difficulty level, which helps me actually decide how I prioritize my content and where I go deep.


[00:24:33.570] – Robert Newman

I mean, it’s a tremendous amount of value, in my opinion, for $10 a month. So improve your titles, that’s one way to do it. And if you don’t want to do it that way, look at your competitor’s titles, words like secret love, things like that. At least read a few blog posts on marketing language, and then don’t spend the $10 and improve your titles. But make sure you educate yourself a bit. Have a call to action Listen, love this, love this, love this. Oh, boy, do I love this? What’s your calls to action, John?


[00:25:07.450] – Jonathan Denwood

Well, I normally take them to a blog post, or if I got a blog post, well, it’s normally a blog post that I’ve written about the subject, and that’s the main call for action on the video. But you need some call of action. You should be utilizing the videos to views, but you should be taking them to your website. You should have a website, and that website should be of a quality that promotes you in 2024. And really, Actually, it should be going to… If you’re not producing a blog post that gives more information about the video, you should then be taking them to a landing page that has a quality offer that offers something of real value to the target audience.


[00:26:06.750] – Robert Newman

Agreed. Across the board. My calls to action are also links to blog posts, another SEO signal. But I also have my phone number and a link to my calendar in about 50% of my videos. I book about 10 appointments per year straight off video. Nobody even visits my website. Now, I’m not that big of a fan of that because oftentimes, they’re the same level of quality as leads that I get that actually go to my website, which is why I don’t consistently do it in every single video. I still experiment around with it, but a call to action is a calendar link. I occasionally also get a phone number. I’ve got I also between five and 10 calls a year off videos because I include my number in every single video that I do. So in total, 20 additional interactions with people that probably yielded me five customers or maybe $100,000 in revenue total, which is relatively decent for simply including a call to action inside a phone number, inside a video. It can yield you big results for a very small activity. Do Property Tour. So number seven, do property tour videos. Fascinating that you put this on this list.


[00:27:24.060] – Robert Newman

I wouldn’t have. So why don’t you tell us about this?


[00:27:26.570] – Jonathan Denwood

Well, if we use the bread and butter to some extent, If you’re a real estate agent, there’ll be other topics, which is linked to topic selection, which is linked to other shows that we’ve done, Find Your Nish. Basically, I could have said for number 2, Topic Selection, I could have said find your niche. If you find your niche, you’ll be able to do it’s either an area of your city or region or it would be a time. So that’s property tours. I think there’s an expectation if you’re a real estate agent, you got to mix it up with different types of video. But I think it’s a bread and butter that you do property tours. And I think the great thing, the big advantage you’ve got, folks, is the subject that you’re involved in is everybody’s interested in it to some extent. So the more you can do and do all the things that we’re telling you to do, you will get viewers, in my opinion. Over to you, Rob.


[00:28:50.800] – Robert Newman

Property tour videos. Ladies and gentlemen, seamless plug, on inboundrem. Com, I recently did a video that we did a It was a major blog post. It was like 6,000 words, and it was talking about what you’re producing. It was, I think, 101 ideas about what types of social media content a realtor could produce. Basically, you have two or three different categories that those posts fall into. Audience generation, lead generation, and brand generation. Property tour video is a little bit of brand and a little bit of audience. Generally speaking, Property Tour videos are to talk to people that already know who you are. They are not going to create new audiences unless you get very lucky and somebody specifically searches that address on the internet, and they’re probably not going to, or searches that address on YouTube. I’ve noticed that when I was doing the video, I used just some examples, some real estate agents that had actually targeted Camden, the keyword Camden, Michigan, on a property tour video. You’re doomed if you do that. You’re doomed because somebody’s coming in expecting to learn about Michigan and they learn about property. Maybe you get views, but they’re going to be curiosity views because they weren’t looking for this thing that you targeted.


[00:30:11.350] – Robert Newman

Strangely enough, the Property Tour video was ranking in the top 10 for Camden, Michigan on YouTube, which just shows you how little content there was in YouTube for the keyword Camden, Michigan. It was staggering, shocking, really. There are still major markets in the US that have nobody doing anything interesting with video. So what does a property tour video do? Now, if you have a big subscriber list, if you have an email list, if I can go on and on, there are good reasons to do property tour videos. Excellent reasons. You need to do them for the customer, number one, for the people that have hired you to be their listing agent. You need to shoot them out to all the people that follow you just so that they can keep track of what inventory that you’re currently representing, which is branding. That’s branding. That doesn’t matter whether they’re ready to buy or sell. You want people to understand what inventory you’re currently repping, even if it’s been the same for 20 years, it does not matter. Then you also want to occasionally have people who are following you look at that piece of property for maybe an investment, a second home, maybe they’re scaling up or scaling down.


[00:31:15.380] – Robert Newman

There are reasons why somebody might become interested in that specific property, especially if you get very, very lucky. And your property tour includes some amenities that are unusual for the area, such as a pool, a riverfront, lakefront, two-story instead of one-story, dual family Home, Detached Residence, Duplex, Fourplex, Triplex. I can go on and on. Some defining factor that makes that property tour exceptionally notable. And then you would put that in the title, like you’d say, Except Riverfront View, and then maybe the address in the description to make sure that you’re getting… The number one search for property tour videos that’s going to get you traffic is that many internet users have gotten very good at putting an address into the internet. Occasionally, believe it or not, a YouTube video will rank if If the address is on the property tour as the title of the video, every now and again, you compete against Zillow and Truly on those other guys and managed to get a massive stream of traffic for free just because you happen to put the right title on the video. Property tours, very specific, very, very specific use, but they can generate leads.


[00:32:20.860] – Robert Newman

I do agree with that, but I’d say the use case is extremely specific. All right, create testimonials in case… Number eight, and we got two more where our show is going to go a little long because it’s a big subject for John and I. Create testimonials and case study videos. Oh, boy, you know how I feel about this one. Lead us off, man.


[00:32:40.720] – Jonathan Denwood

Well, they’re not going to do the property tours. They’re expected, and you’re going to utilize them on a load of other platforms. Because it’s linked to do property tours. If somebody really likes your channel and they start watching 2-3, they’re probably going to binge watch because I do it. If I come across a new channel and I really like this stuff, and I’ve got either a bookmark it, because I don’t watch television, American television. So if I got a bit of a moment and I just want to relax, I take half hour off and I do a bit of binge watching on YouTube. So if they really like your channel and that, they’re going to bin watch, as I call it, and they’re probably going to consume a lot of your videos or quickly go through them and choose ones. And having testimonials and case studies is just a way of confirming that you’re the right person, that if they’re looking to sell or buy the property, you’re the person that they should approach, and you can utilize them for a load of other stuff. Over to you, Rob.


[00:33:59.800] – Robert Newman

Case studies and testimonials is how you lock in lead generation using video. Your first opening intro video is on your channel. Should either be a very strong mission statement or very strong video. If you feel like you know exactly who you are and what you offer and you can succinctly say it, then you should be on your intro video. However, most of us don’t know that stuff necessarily. And so what’s the second best option? Customer testimonials, customer case studies. What is somebody else saying about you? What is somebody else saying about the channel? What is somebody else saying about doing business with you? That is a really strong intro video onto your channel that will set you up for conversion. In other words, people watching others of your content on I’m going to binge, just like John illustrated. But if you set it up, the first video was like, Oh, wow, this customer loves this guy. Then if you follow it up with a couple, that’s testimonial video. Testimonials and case studies can be the same thing. If you have a very educated client or if you’re participating in the testimonial yourself, a dual dialog that you’re guiding by basically covering the points that you make that turn the call into a case study, such as, John, your client of inbound Can you share with us how many leads you got off YouTube?


[00:35:18.490] – Robert Newman

Can you share with us how many leads you got off your website? Can you share with us? Now that you shared that with us, can you share with us how many of those leads converted into transactions? Then you go blah, blah, blah, and Now you say, Okay, if I’m doing my math right, that was about a total of $200,000 in GCI. Does that sound about right to you, John? You go, Yes. Okay, so, John, based on what I’m hearing, it would sound like this year you spent maybe $30,000 with us, but you made 150. That means that you made five times more than you spent. Does that sound correct to you? And you go, Yes. Now you’ve got a rock solid case study testimonial video wrapped up into one. That’s when, boy, oh, boy, those are effective. They’re so effective to get people to call you, so effective to get to create actual interaction with your audience, which is the first step in conversion, doing something like lead generation, which is what this whole series of subjects is about. If you were to do one thing off this list and do it well, case studies and testimonials via Bio video are literally my top number one, do not skimp on this recommendation.


[00:36:37.000] – Robert Newman

My number two recommendation is a very strong bio video where you explain who you are. If you do a very compelling job on telling your own story via a video that can also convert. The best combo is to have both. Strong mission along with case studies and testimonials, believe it or not, the two of those things combined will oftentimes generate you the lay down customers that I talk about on my social media and that I actually get at InboundREM, which is staggering because we’re mid-range to high on the price range. For us to get a lay down, that means I basically convince somebody to spend $20,000 to $50,000 without ever meeting them. Just think about that. That is two cars combined. In some markets, that’s a house. I convinced them to make that decision solely on my digital media. People will make staggeringly large decisions if you just give them the right resources. All right. Collaborate with local influencers. Love this one. What were you thinking when you put it on the list?


[00:37:46.040] – Jonathan Denwood

Well, it’s a bit like we’ve spoken before about becoming the digital mayor of your town, region, city, working with other local businesses, promoting doing joint promotions where you’re highlighting restaurants, doing reviews. It’s really useful. You got to be a little bit careful because you might be confusing. It depends on what your subject is, the subject for the channel. If it’s geography-based, I think it’s going to be less where it might give mixed signals to YouTube. But I think if you handle it right, it shouldn’t cause you too much trouble. But if you’re geography-based, it’s just going to help a lot anyway. But it also builds a lot of goodwill. You could pick you back on those people’s… If they’re well-established and they’ve got a lot of social presence online, it’s a win-win scenario. Over to you, Rob.


[00:39:02.850] – Robert Newman

So we’ve got 150 content ideas and including quite a few that fall into the local influencers all on the website. We’re running out of time. John, I included the link. This is a massive blog post we did with huge amounts of research connected to it. I’m going to ask that you include it in the show notes. You can feel free to make it a do not follow link. I’m just only asking for people to have it as a resource. But I am asking that you distribute this because it is that good of a post. But one of the ideas that we have on there, and there’s 150, I said 101, it’s 150. One of the ideas that we have is doing a trade with another realtor. An Agent Takeover Day is an incredibly strong way for you and other like, digitally minded real estate agencies to trade audiences. It’s a clever way because you may have a specialty or a vertical, especially if you’re talking to me, and you may want to expand your footprint into other types of verticals. A good way to do that is to give somebody access to yours and you to theirs.


[00:40:05.130] – Robert Newman

Depending on how strongly defined you are by that niche, you’re really probably not giving up any of your business any more than they are. What you’re doing is creating mutual value and mixing up the content that you produce, thus creating value for your audience. Remember, the best social influencers, the best content producers always focus not on their own needs or the bottom line first. If you always just focus on what the audience needs, what is useful, what’s good for them, it will end up being good for you for sure, 100%. Just focus on them first. That’s why agent takeover is irrelevant. I get objections sometimes. Would I really want to help cross-promote another agent’s business? Jesus, step out of the last decade and into the new one. Let’s talk about if somebody has a thousand followers and you have a thousand followers, maybe you can both pick up 250 followers. There’s so much value in all social sharing content like SEO juice. I can go on and on. There’s so much ancillary value. You’re going to make three times as much off the boost in the audience that you’d ever lose because maybe one of your clients thinks the other realtor is prettier, or they want to call them, or whatever the case is.


[00:41:16.620] – Robert Newman

It’s a new era that we live in that is better to collaborate than to contest. Analyze your metrics. Number 10, final one on our list, ladies and gentlemen, we’ve gone a little bit over. Just consider this all the bonus show notes. We’re at the final stretch, though. Analyze your metrics. John?


[00:41:37.880] – Jonathan Denwood

Yeah, I’m not good at it, and I think you’re a lot better at it. I am getting better at it because I realize. The great thing about YouTube is it provides fantastic free analytical data. And unlike on the traditional SEO, where Google seems to be determined to make it as vague as possible. With the YouTube platform, you still get tremendous strong analytical data, and it’s free, it’s available, and you should be looking at it. A load of free videos tells you how to look at this data. It’s not unlike some of Google’s platforms where you need a PhD to work out some of it. This is reasonably easy with a few videos looking at the data, and doing something with the data. It will help you be more successful. Over to you, Rob.


[00:42:47.020] – Robert Newman

Don’t disagree with any of that. The only thing I will say is, yes, I have an advantage, a built-in advantage. Different histories, different skill sets. I came from telemarketing call center services, especially as I was leading and running very large call centers. My last was seven call centers and probably 1,500 people spread throughout the globe. That job was all about analyzing numbers and making small changes inside vast processes so that you could make those numbers be more effective. A 1-5% difference in the result, whether on the intro call saving a client or keeping people in continuity plans, was an incredibly important task. Throughout the year, I improved efficiencies by about 25 to 30%, which yielded 3 to $5 million for the business. I got used to looking at metrics and understood their value, and I still understand what their value is. Small changes stupidly add up over time. That’s why so few people look at metrics. You make a few minor changes, and then you have to go back and track the changes. It feels like a lot of for a slight incremental difference.


[00:44:04.280] – Robert Newman

But if you do that consistently, very similar to working out or lifting weights, it’s like, by the end of the year, you notice, Oh, my God, I’m 10, 15% more effective than I was at the start of the year. Then if you combine that with my business’s seven-year history, I’m now 150% more effective from watching metrics. It adds up a lot over time. Slowly but surely, it adds up, similar to getting it used to doing a YouTube video every week instead of one a month, which is something I’ve been at fault with. Most likely, my business would be three times the size if I kept up with that discipline. This is just another discipline. For some of you, I have an accountant, and it’s funny because I can’t get her to do a video to save my life. She’s done one in three years, and I don’t think I will ever get her to do another. But she’s good at analyzing the analytics on her website. Maybe she is one of the best in my database because she likes numbers. So if you’re a numbers person looking for a way to make money off those numbers, maybe you don’t have the charisma and the numbers simultaneously.


[00:45:08.470] – Robert Newman

Then my advice to you deeply is to look at engagement rates, click-through rates, how long people stay on the video, and where they drop off. These are critical metrics and then make small changes in how you’re doing these videos, maybe shortening the length. If you’re doing long-form content, does it extend engagement across your channel? Shorter-form videos, in the long term, are easier ways to rank a channel globally. However, long-form content is more accessible to get conversions. You must decide what you want to do and probably mix up your efforts. All of that is best done by analyzing your metrics. Now and again, you do a long-form video with the hope that somebody will watch enough short forms that they’re willing to spend 10, 15, or 20 minutes engaging with you. I promise you that if you find that you’ve built up the ability to keep somebody’s attention for that length of time, you have an excellent opportunity to create a relationship and thus get a client. That’s the reason you do long form. You have to figure out a way to connect with people because once they feel connected to you, you are so close to them potentially reaching out to you.


[00:46:16.640] – Robert Newman

That’s it, guys. We’re going to do another show. It looks well; second show, question Mark. I agree we should do one. We’re going to do another show. Real estate video has a lot to it. And so if you stay on our channel, and I strongly recommend that you do, note that we’re going to drop a show on leveraging trends, how you respond to comments, and how you look at your competitors. John has created another incredible list of things to talk about that relate to the video, and I couldn’t agree with it more. There’s no way for me to say, God, let’s do it. Let’s dive into it. I’m super excited about it. Ladies and gentlemen, I’ve been Robert Newman. If you’d like to contact me, do so at robert@inboundrem. Com or go to inbound, the word inboundrem. You can see it behind me for those of you watching on video. God, All right, watching a video. And add a. Com to that. It’s the word inboundrem.com, and you can find everything you need to know about me there. John, how would you like people to do the same with you?


[00:47:28.770] – Jonathan Denwood

Yeah, it just goes over to Jonathan@mail-right.com, and you can email me or go to the mail-right. Com website, look at the videos and all the information they’ve got on there and then book a chat with me. It’s right in the main navigation. You can book a chat, and we’ll see if we can help you. Back over to you, Rob.


[00:47:52.670] – Robert Newman

Well, ladies and gentlemen, that’s been the show. It thumbs it up. For those of you on YouTube, do us all a favor. John is better about dropping these on Mailright than I am. However, I am getting really good about dropping these into my Facebook groups and things like that and on my Facebook page. If you can do us both a favor and interact with the content wherever you find it, doesn’t matter where or what platform, that would help us a lot. If we’re helping you, if any of you have gotten anything of value in this entire video, do us a favor and like something, leave a comment, and share it with some people. We’d appreciate it. That’s it.


————— ————— —————

The Hosts of The Mail-Right Show

Jonathan Denwood



Robert Newman



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