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#421- Mail-Right Show – Real Estate Lead Generation Instagram For 2024

Thursday, February 29th, 2024

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Real Estate Lead Generation Instagram For 2024

Elevate your real estate game with our exclusive video on Real Estate Lead Generation via Instagram for 2024! Learn how to leverage the algorithm, create engaging content, and convert followers into clients effectively. Don’t miss this opportunity to supercharge your lead generation efforts and dominate the market.

 

#1 – Create a business profile.

Please make sure you use a business profile rather than a personal one on Instagram. To transition your account to a business profile, navigate to Settings, then Account, and select Switch to Business Profile. A business profile on Instagram gives you access to valuable features such as contact buttons and post insights. Also, you can promote your posts as advertisements if you like. Opting for a business profile streamlines the process for individuals visiting your page to connect with you or discover more about your enterprise.

 

#2 – Use hashtags.

Utilizing hashtags is an effective method to engage with individuals who share similar interests. By incorporating relevant hashtags, your posts become visible in searches for those specific tags, increasing the exposure of your content to potential new followers intrigued by the subjects you discuss limiting the number of hashtags per post to 30, and maintaining a balance between popular and niche tags that align with the shared content. For instance, consider using hashtags such as real estate, open house, house hunting, and homes for sale when promoting an open house event.

#3 – Geotag your posts.

Using geotagging can effectively engage with potential customers in your area. Attaching a location tag to your posts makes them visible in the location’s feed and appears in search results for that specific area. For instance, users searching for NYC real estate will come across the most recent real estate content from New York City, including yours, if you have added the appropriate geotag. Geotagging proves particularly beneficial for targeting individuals within a particular city or neighborhood.

#4 – Post images and videos of properties you sell or rent.

If you’re involved in the real estate industry, ensuring that your Instagram profile showcases your properties effectively is essential. Share top-notch photos and videos showcasing the interior and exterior of your homes for sale or rent. This will attract interested buyers and renters and show your keen eye for detail and design aesthetic to potential clients who may want your expertise for their future properties.

#5 – Use Instagram Reels/Stories.

Use Instagram Stories to give your followers an exclusive glimpse into your daily activities. Showcase the properties you’re currently working on, offer previews of upcoming listings, and even take viewers on virtual tours. With a vast audience of over 500 million active users, Instagram Stories presents a powerful platform to engage with a wide range of people.

Embark on a creative journey with Instagram Reels, a fresh approach to content creation on the platform. These immersive full-screen vertical videos can span up to 90 seconds and are equipped with various innovative editing features such as filters, captions, and stickers. Dive into a world of audio tracks, including popular tunes from fellow users’ feeds, and effortlessly incorporate video clips into your reel. Access all these exciting tools through a seamless scrolling feed at the bottom of iPhone screens or within stories for mobile users.

#6 – Go live on Instagram.

Like Instagram Stories, utilizing Instagram’s live feature provides a unique opportunity to offer your followers an exclusive glimpse into your daily activities. Whether showcasing ongoing projects, providing previews of upcoming listings, or virtually guiding viewers through open houses, going live on Instagram allows for authentic and engaging interactions with your audience. Additionally, due to the preferential treatment in the Instagram algorithm, live videos are more prominently featured, increasing visibility among your followers.

#7 – Use Instagram ads.

Instagram provides various advertising options to help you connect with your desired audience. These include photo ads for showcasing properties, video ads for property tours, and story ads for promoting events like open houses. Additionally, carousel ads allow you to display multiple visuals within a single advertisement. Instagram ads are an effective tool for reaching individuals who may not be familiar with your brand but share an interest in the content you publish.

#8 – Partner with influencers.

In case you’re new to influencer marketing, it’s a strategy where individuals with a significant social media presence collaborate with brands to endorse their products or services. Utilizing influencers can expand your reach and attract attention to your property offerings. When deciding on an influencer partner, you can choose someone who genuinely appreciates real estate and whose followers are inclined toward the properties you have on offer.

#9 – Host a contest or giveaway.

Organizing contests and giveaways can effectively spark interest in your brand and encourage engagement with your content. For instance, run a competition to discover the most captivating real estate image or footage or offer a complimentary home inspection as a prize. It’s crucial to adhere to the guidelines and laws governing such activities when devising your promotional strategy.

 

#10 – Share your expert knowledge.

Utilize Instagram not just for promoting listings but also as a platform to showcase your expertise in the real estate sector. Share valuable insights such as home buying and selling tips, guidance for first-time buyers, and helpful information on the home purchasing process. This approach not only aids in attracting potential clients but also establishes you as a reputable figure in your industry. Instagram boasts over 1 billion active users monthly, making it a potent tool for real estate professionals seeking to expand their client base and business reach. Adhering to these strategies ensures that your Instagram presence is productive, allowing you to concentrate on other operational facets of your enterprise. Happy sharing.

————— ————— —————

The Hosts of The Mail-Right Show

Jonathan Denwood

https://www.facebook.com/mailrightusa

————————————–

Robert Newman

InboundREM

https://inboundrem.com

 

 

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#420 – Best YouTube Real Estate Lead Generation Strategies For 2024

Tuesday, February 27th, 2024

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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.

Episode Full Show Notes

 

[00:00:18.360] – Robert Newman

Welcome back to the Mail-Right Show, ladies and gentlemen. I have now twice looked at John with a cocked eye, and I don’t think he’s getting it. Today’s episode number is 420. For those of you who indulge, happy 420. All right? Anyway, so John and I are going to talk about, we’re going to finish off the subject that we started talking about last week, which is, effectively, the Best YouTube Real Estate Lead Generation strategy. This is for 2024. This show should be called How You Can Optimize Your Existing Real Estate Lead Generation Efforts Using YouTube for 2024 because we will go deep today. We’re going to give you a lot of tips and tricks. John was kind enough to compile the list, and I have a lot to say about it. But before we go, before we do anything, for those of you who don’t know him, my young man, my companion that is the partner in the show, which he was gracious enough to add me to because it was his show, and then the founder of WP-Tonic, which he’s got on our little show today.

 

[00:01:41.040] – Jonathan Denwood

Oh, God, I got the wrong thing.

 

[00:01:42.820] – Robert Newman

He missed it. Please change that. There you go. There you go. Yeah, we’re going to really enjoy this time together. But before we do, John, why don’t you go ahead and give… And I would love it if you just maybe spend an extra second talking about your… Maybe two minutes about why there is a mail right in a WP tonic simultaneously. Because you’ve got two companies, and we constantly mention it. And if anybody checks you out on WP-Tonic, they will discover that that is a much bigger show with a much bigger audience, and they might wonder, Why did you branch off? Without any further ado, Jonathan Denwood, could you go ahead and introduce yourself with a little background?

 

[00:02:32.110] – Jonathan Denwood

Yeah, sure. Thanks, folks. Thanks, Rob. Basically, I’m the joint founder of mail-right. Com. We’re a WordPress-based platform, a CRM, marketing, optimization, email, and text. We provide landing pages, social media, calendars, and outreach, so you get more reviews bundled in one easy-to-use platform. We specialize in giving the power to people so they can run their own Facebook campaigns, or if you haven’t got the time, we can run the campaigns for you. Our CRM platform focuses on Facebook, which is getting fantastic results. And about WP-Tonic, that’s my other company where we specialize. It’s a hosting company, and we also help people build WordPress websites. Still, it’s in the membership learning management community area of websites, specializing in lifting LMS, LearnDash, and BuddyBoss, which help people build communities and also helps them build great businesses in the e-learning space, Robert. That’s what we specialize I’m always in.

 

[00:04:01.690] – Robert Newman

Copy you. And so we’re going to move on. But ladies and gentlemen, listen, John has been in the WordPress world for a long time, and he and I both come from the same school of entrepreneurship, which is Basically, in some ways, while we’re both, I think in our own ways, clever fellows, there’s also a lot of ways in which we were no longer following along with the vision of other people. John has a history of being an entrepreneur, so we each individually picked segments of the technology we thought we could do good in. He started with learning management systems, and then he moved into WordPress. I started in SEO 17 years ago after being a telemarketing call center manager. It was a highly different skill set. I picked SEO and real estate because real estate was the only place that gave me a job. Then I decided the SEO knowingly when I was still running all of the Girls Gone Wild call centers because I didn’t want to be doing… I thought the call center services were dying and SEO was- I have to say, that must have been a. It was an easy job.

 

[00:05:16.440] – Robert Newman

It was insane. It was insane.

 

[00:05:18.880] – Jonathan Denwood

It’s something to look back on, but it must have been bonkers stuff at the time.

 

[00:05:26.910] – Robert Newman

It was insane. It was absolutely insane. But it was fun but insane. I treasured all the people that I worked with there. But it was an unusual experience. All right, without any further ado, we will get into a continuation. If you haven’t already done so, please do John and me the favor of checking out episode number 419 of the Melright Show. I think you will get a lovely setup into this particular show because we’re just going to dive deep into really deep strategy dives. The first one on our list today is Leveraging Real Estate Trends. I have a lot of thoughts about this. I do much talking about it on my own YouTube channel lately. Why don’t you go ahead and start us off, John?

 

[00:06:17.540] – Jonathan Denwood

Well, I think it’s got some linkage to your background in SEO and blogging. A lot of people, it’s one of the 101 mistakes people make, is just not doing any research. Obviously, if it’s a very niche topic for a particular property type or a particular scenario in your local community, it might not get a lot of traffic, but it can still be worthwhile producing a piece of content. But in broader subjects, if you’re not doing any research about the topic you’re going to write about, it’s like I say, in my opinion, the 101 of SEO mistakes. And the same thing applies to your videos. We talked about a couple of tools that are not that expensive; where you can do some research about the title, but you can do some basic research about subjects that you should talk about in your videos, find the trends, and talk about things that people actually are looking for on YouTube is probably a better idea than just talking about things that people are not really that interested in.

 

[00:07:56.240] – Robert Newman

So real estate trends. I agree with everything you said, John. Doing some research when you’re about ready to do your YouTube content is probably one of the most essential strategies you can apply. We don’t spend too much time on it because research is subjective. The better you get at it, the better your content will be. Full stop. The better you get at understanding what the trends are in your local marketplace. And then an example is I did a consultation the other day where we were looking at a very dominant set of agents in Orange County, California, where they had a lot of videos up, but they had done some very unusual… They had basically done what I tell everybody not to do: they had produced little micro-commercials and thrown them on YouTube. It is really well-produced, mixed up between a drone and two people walking up to a script, and very scripted-sounding, much like the old Century 21 commercials for those my age. And their engagement their views were very high because there was very little competition in these neighborhoods, and their engagement was very low because the content felt like a commercial.

 

[00:09:13.030] – Robert Newman

So you’d have 13,000 views and four thumbs up. A good thumbs-up rate is one to 2 % of the viewers of the video. So this is a terrible, terrible, terrible engagement rate. And the only reason that Google was serving up the video was because nothing else was competing against them. Now, this very simple little information I gave you for the person that I just did the coaching with, that person can make a video that will get tens of thousands of views because we already know that people are hungry for the content. We saw it on the old video with the views. We know they produced a commercial, which is wrong. We know that the bar for the agent is probably just sitting down at a desk and telling a compelling story from his desk instead of spending $10,000 on the video. So for zero dollars, he could say something convincing. It will cost him only an hour of his time. And then maybe some money to optimize the video, maybe not. Perhaps you use VidIQ, so you spend maybe four or 5 hours of your time. If you’re a do-it-yourself, you pop the video up.

 

[00:10:18.940] – Robert Newman

And now, why am I saying all this? It’s research and real estate trends. You can see what the trend is. It’s right there in front of you. People are consuming the content. There’s no guesswork. None, zero. Are people watching this view? Yes, they are. With a little bit of work on reading content like mine and following influencers like me, of which there are none, but maybe John, too. But listening to us, listening to this podcast, you then get- I don’t think there’s…

 

[00:10:49.970] – Jonathan Denwood

I might be wrong here because I haven’t listened to some of the other podcasts in this area lately. I don’t think there are too many people talking about the projects we’re discussing, is there, Rob?

 

[00:11:02.820] – Robert Newman

No, not that many. There’s bigger people in the Ylopo success group and such that touch on very small segments of it. Tom Ferry will tell you to do video all day long, but he won’t dive in deep and say, Hey, use VidIQ, research video trends, go on to Google Insights, research there, click the Image tab, then click, and then do your query into Google Insights. These are all ways to get into trying to figure out what a trend is. But the most important thing is the tip I’m giving you right now. Go in your own backyard, get on YouTube, do a couple of big searches, find out what other people are talking about, if anything, and then get Just make something better. It’s really that simple.

 

[00:11:48.500] – Jonathan Denwood

Well, it’s the video of the skyscraper. Was it Troy Dean? Was it the skyscraper concept in SEO, isn’t it?

 

[00:11:58.300] – Robert Newman

Right. Well, the The guy that originally created it is here in California. But yes, many, many, many, many other people have talked about Skyscraper ever since then. But the guy that built out the Skyscraper is a local internet marketing guru that has an agency here in California. For those of you that are interested, I’m going to do something I never do. I’m not going to tell you who it is. You all just going to have to leave a comment on the video, and then maybe I or John will respond. All right, creating playlists. John, I know. Oh, I love this This one is so good.

 

[00:12:32.310] – Jonathan Denwood

Yeah, I’ve spent a bit more time on the WP Tonic website. I haven’t done it on the mill right yet, but I split the content into playlists, so into particular categories. I just think it… Because if people like your content, they like your first video they come across, they And the great thing about YouTube, and I’ve seen it in my own analytics, and the feedback I’ve got people when they’ve booked a consultation with me, I would say I would say between 60 and 70 % have said, ‘Well, I’ve watched a ton of your videos. ‘ They’ve been watched, don’t they? Because I do it myself when I come across a channel and I really like the content and I’ve got a spare bit of time. I’ll book the video, watch it, and then if I got a bit of time, I will look at a lot of the video content from that particular individual. And creating playlists helps with that. And also, I don’t know if you’re going to remark, does it really help in your channel being found? Or is it more of a usability Catterizing, that’s the benefit.

 

[00:14:03.160] – Robert Newman

That’s the funny thing, man. All of these things… So here’s the one thing I figured out definitively, John. If you can get somebody to watch more of your videos as an example, that is an excellent thing for you. That’s great for you. If you can get people to find your channel more usable, whether that’s using playlists or any other strategy, that is an incredibly good thing for you. Now, my experience is very similar to what you just said. My All my feedback is almost identical to what you just told us, and there’s something really critical in there for all of us to listen to, which is you go deep on a subject when you have the time. You’re not that different than everybody. When people are following creators like you and me, they’re trying to learn from a very specific person that they’re hoping has a very specific answer to a problem that they have. Playlists come deeply into that because if you make it easy for them to find all the videos, let’s say somebody is researching follow-up boss, right? And You’ve talked about it three times, twice in the Mailright show, and once on an independent YouTube channel.

 

[00:15:06.010] – Robert Newman

Well, if you put everything into one single playlist for them, all of a sudden, you give them the chance to dive really deep on follow-up boss, which means that you might get three times as much engagement because you have three videos, but maybe one primary one and two podcasts that you talked about it and you didn’t focus on it. But maybe they want to hear those ancillary ideas. Playlist become… It’s Very similar to silo content on your website. Do they usually matter? No. For 90% of people, they don’t. But for that one person that they do, you’ll get four, five times the engagement from that single user because you bothered to organize your content from them. I think that’s incredibly important from SEO’s perspective. Video SEO, traditional search. We need to stop talking about SEO in the sense that it’s like a one-trick pony. Seo is really all four quadrants of Google video images because it works It works the same no matter where you go. It works the same in YouTube. We increase our engagement on our channel. We get people there more often. We get them back to our playlist. We get them bookmarking, and it has the same powerful SEO impact as it would on a website.

 

[00:16:14.650] – Robert Newman

Okay, sorry. So create playlist, people. That’s the bottom line. The more specific, the better, especially as you increase your content count. Welcome feedback. John, I love it when you say welcome feedback. You just out there saying, Please talk to me?

 

[00:16:35.950] – Jonathan Denwood

Yeah, but it’s a bit tricky because real estate agents can get a bit… It’s a bit like asking for reviews, and they get some bad reviews. Hopefully, you’ve had your confirm. I’ve had a few chats with agents, and somebody’s left a bad review five years ago, and they’re still going on about it. It’s still, when they start talking about it, you can literally see the emotional reaction coming back to them. And so you’ve got to be prepared, folks, especially YouTube. This applies to all social media platforms, but there’s something about YouTube. I did interview a couple of weeks ago with Matt Mernwegg, the founder of WordPress, the joint founder and also the CEO of Automatic, which is the company behind WordPress. It has about 2,000 employees. And it was a very respectful interview, but I did ask Matt some very tough questions, and I got some implied feedback from some people saying I was too soft with Matt or I was too hard with Matt. I can’t I understand my English accent. I’m too old to do… I had some terrible things said. Totally unnecessary, really. I always reply to comments, and I Obviously, if they leave swearing and that, they get blocked, but anybody else will try and comment back.

 

[00:18:22.380] – Jonathan Denwood

But you don’t get too worked up and don’t reply to a negative comment too quick because just read it, and if you don’t like what they’re saying, leave it for a few hours and then go back to it. And just don’t sound like an asshole when you reply to somebody who maybe is an asshole. But don’t get too worked up about it. That’s what I got to say about it.

 

[00:18:53.200] – Robert Newman

Well, feedback, as John is pointing out, is tricky. It’s very tricky. Somebody doesn’t like the way you do an interview, somebody doesn’t like the way that you look, somebody doesn’t like the way that you sound. These are not substantial things to be talking about when you’re trying to be of service to an audience. John goes through all the trouble of booking a guy like Matt and gets him on a show, and then gets a lot of feedback about the way or how he asks questions or what his accent is. It’s really completely irrelevant comparatively to the high level of effort that it to get a guy like Matt on a show in the first place. But that’s not where the world is at. That’s not where the audiences are at. Everybody feels inclined to say whatever they want to say. I would say that we always want feedback. I would say that you’re going to have to probably spend a little bit of time. If you really want to get the most out of feedback, you’ve got to be an expert in managing the communication in a public arena. If you feel very unconfident in doing that, I suggest that maybe you ignore this particular recommendation or at least put it somewhere deep down in your back pocket.

 

[00:20:08.110] – Robert Newman

Communication in the public world is incredibly important. I can’t even begin to express it. You mess up just once and you could hurt your business badly. If you’re unconfident, don’t do it.

 

[00:20:21.070] – Jonathan Denwood

You also can build an incredibly impressive public business.

 

[00:20:28.080] – Robert Newman

I’ve seen many people it, including the founder of GetEmails, who’s one of the best public people I’ve ever seen. He’s doing all these Facebook ads, John, using remarketing and retargeting, and people are just blowing them up on the concept of scraping emails off. They had a lot of negative things to say. Every time somebody got in there and flamed him, his responses were so non-personal and light and confusing. I was like, This guy is going to build a multimillion dollar brand, and that’s exactly what he did. All right, use storytelling. Talk about this a lot. I talk about this a lot. You want to always, and I can give everybody the basic branches of storytelling in 2 seconds. Who, what, where, when, and how. Everybody just memorize that. Who, what, where, when, and how. That’s storytelling. The better you get at it explaining those things, doing so in an entertaining way, you’re going to increase your engagement a lot. Now, John, I’m going to ask you a question, but before I do, ladies and gentlemen, we’re going to go to a break really quick. We’re doing it a little bit late. But when we come back, John is going to explain how he would leverage storytelling in order to grow his real estate audience and get some real estate leads.

 

[00:21:49.430] – Robert Newman

Stay tuned. Three, two, one. Welcome back, ladies and gentlemen, to the Mailright Show. It’s episode number 420. And we’re going to…

 

[00:22:03.230] – Jonathan Denwood

John now- Have no idea what all this is about.

 

[00:22:06.110] – Robert Newman

You have no idea what I’m talking about. There’s a small handful of you that can laugh your your butts off. All right. So, John, without any further ado, why don’t you explain, tell us, how would you leverage storytelling to get some real estate leads?

 

[00:22:20.880] – Jonathan Denwood

Well, it’s funny you bring this up because I listen to a lot of podcasts because I’m a big walker. I walk in the morning I walk late afternoon, early evening, and it’s part of my fitness regime, and that’s when I listen to my podcast. I listen to the Professor G podcast, Scott Galloway. He’s a really interesting dude and highly successful individual. And he talks about storytelling and about how he sees it as one of the fundamental skills of the 21st century, and one of the skills will enable you to have a great career. I think the same thing… I don’t agree with everything Scott Galloway, Professor Scott Galloway says. I don’t agree with anybody. I don’t even agree with myself. But I think being able to do a good story and aim it at the end user, I think being able put yourself in other people’s shoes and be able to understand what their problems are and then do the story so it resolves or gives information that the other person, because you put yourself in their shoes, would find useful, is a really great skill. I I think empathy was the word that I was looking for.

 

[00:24:11.940] – Robert Newman

Good point. Good point, all right. I was thinking of maybe responding a certain way, but we’re getting deep into this list and we have a lot to cover, so I’m actually going to take a pass and we’re going to move on to the next one. John, I lost the email thread here really quick. Will you do me a favor and read the next subject out while I find it?

 

[00:24:30.040] – Jonathan Denwood

Yeah, well, it’s due, Kate, because it’s like, ‘welcome feedback’, I suppose, and then ‘respond to comments’. And I think we covered that in ‘welcome feedback’. ‘Welcome feedback’, but like I say, you got to be really careful about how you respond to comments. And if you get a bad response, I would not respond to it straight away. I would leave it for a while and then respond to it if it’s necessary. There There are some comments that you just don’t have to bother with and just block them. But in general, it’s best to respond to negativity, especially it’s around the… If somebody says they don’t like your voice, or they don’t like English people, or they don’t like people that live in LA that got beards and a ponytail, well, they’ve got every right to their opinion, haven’t they? But It’s their opinion, isn’t it? So there’s not much you can say about it and say, Well, thanks for the feedback, and that’s your opinion. What else are you going to say? I think we covered that. The next one is analyze your competition. What’s your thoughts about this one then?

 

[00:25:53.820] – Robert Newman

Okay, ladies and gentlemen, I’m going to do a whole video on this, but I’m going to give it to you fast. Everybody, pick up a pen a piece of paper and get this down. When you’re getting ready to produce YouTube content, you need to know if anybody is relevant, is doing any content in your market on YouTube specifically. Now, it’s helpful to know if anybody’s doing any content at all. The way that I would generally get into this is I would go on YouTube, I do a quick search, I would see if there was anybody that was a real estate agent that popped up, I would then Google their name, I would go to any website that they have, and then I would go into, usually towards their signature, most real estate professionals at least have gotten to the point where now they put all their social media icons onto a website. Now you get to go to all their platforms and see if they’re doing anything relevant. You’re also able to go to Instagram and YouTube. When you’re analyzing your competition, what you really want to look for is, are they making or doing anything that’s getting a lot of interaction from their audience?

 

[00:26:56.890] – Robert Newman

Remember, our ultimate goal is to tell compelling stories answer important questions. If somebody’s already getting some of that right, of course you want to see it. Of course you want to know it. You must see it. You must know it. Because the only way to really do really well in this is to make sure you’re answering questions or doing content that other people haven’t done, or you look at what somebody has done, you got check yourself and you go, Hey, can I answer this question better? Can I do a better job what they’ve given. Did they give an incomplete answer? Did they give no answer at all? Because a lot of agents have been taught to put a tricky title on a video and then not actually create a piece of content that connects into the title. Let me tell you, as a content consuming human, nothing drives me crazy more. If they’ve done that, you’ve got an easy in, especially if the video is popular, gets a lot of views. That would be the starter to how you analyze your competition. I will go deeper in a video dedicated to this subject. John?

 

[00:28:02.600] – Jonathan Denwood

Yeah, I think you covered the basics of it. But I was fascinating when you were saying you were doing this consultation with this agent in Orange County, because I would have thought that was the belly of the beast, as I put it. I would have thought video competition in Orange County was intense. But it’s fascinating when you did a bit of research in this consultation that the competition level when it comes to video isn’t that particularly high. It’s fascinating, really, isn’t it?

 

[00:28:36.630] – Robert Newman

It is. No, the answer to this is it is the belly of the beast in the sense that there’s a lot of people that have a lot of money. It’s not the belly of the beast in the sense of… The perception is that luxury agents in Houston, luxury agents in Florida, luxury agents almost everywhere have embraced video faster and with more effect than people here in LA. Some of the best, biggest agents in the world that work here don’t want to do video. The ones that do are like the Altmans or Josh Flag. What do they do? They do very A heavily produced video, which is what turns all the other agents off in the marketplace because they look at how much money they’re spending and what they’re doing, and they go, Oh, we don’t want to do that. Well, guess what, guys? The Altmans and Josh Flag are doing video wrong if what they’re trying to do is real estate lead generation. They’re just building a name brand, though. They’re not really trying to get leads, which is what most people don’t realize. They just want to build up their personal brand. It is for what they’re attempting to do, it works just fine.

 

[00:29:42.420] – Robert Newman

For you guys, everybody listening to the show, John There was nobody out there in Orange County doing anything credible in any of the markets we looked at. We looked at Dana Point, we’re doing it in the go. These are all really upscale coastal Orange County areas that have homes that range from 5 million to 50 million.

 

[00:29:59.170] – Jonathan Denwood

It’s fascinating, really, isn’t it? It’s fascinating, isn’t it?

 

[00:30:02.780] – Robert Newman

Very much so. It really doesn’t matter where you live or work, guys. The places that would surprise you, that are high competition versus low, are staggering. The number one place in the country right now for video and for people actually embracing these strategies is definitely Texas and mostly surrounding Houston and Austin. Those are the two places, John. That’s what my research shows. All right, guys, we’re going to… How do I keep losing this bloody fucking…

 

[00:30:28.760] – Jonathan Denwood

Why should I do it? Leverage email marketing?

 

[00:30:35.660] – Robert Newman

Guys, video strategies and leveraging Evergreen and email marketing, which are number seven and eight. Here’s how I have our clients do this? The most underestimated strategy in all of real estate is the talking head, I am a real estate lifestyle and news reporter, and I’m going to give you a market report that updates you what I feel is going on in the area that I work. Now, it’s crazy to me because real estate should be, and usually are, one of the most engaged professional types that works in an area. In other words, you’re traveling around, you’re driving on the streets, you’re talking to individuals that are moving in and out of a particular city.

 

[00:31:17.880] – Jonathan Denwood

Well, don’t interrupt, but you should be. There’s a lot of agents that aren’t, aren’t there?

 

[00:31:25.220] – Robert Newman

I’m going to just assume that you are. All right, guys, I’m just going to assume that you are. When you are, you have a very unique perspective that’s very interesting to people, especially people that might be not in that city, moving to that city, scaling up or scaling down out of that city. It creates this massive need for personalized market reports, which you can then leverage by sending out via email. You just talk for 5 or 10 minutes, you open up a report or Inman news or whatever you’ve got, something coming in from your MLS, and then you interpret, you extrapolate one to one, camera to camera. You don’t just send out the report to your client’s via email. Nobody likes that anymore. You talk about it, and that’s how you leverage. That’s the easiest, simplest way to leverage email that would take you 30 minutes or less, and it’s You customize your message, and it’s effective. You’ll get people following you, engaging with the email, and calling you for deals, which is what you want. This is the new era, the new medium to get results is leveraging both email and video at the same time.

 

[00:32:31.750] – Robert Newman

That’s my opinion. That’s my number one strategy for this. How about you, John?

 

[00:32:35.760] – Jonathan Denwood

Yeah, I think if you can do it, doing a video and having a link to an article that goes into a bit more detail and then having a lead magnet on it. It goes back to the Red Book, How to become a Million Dollar Reerstate Agent, which is the Bible, still has relevance. The money’s in the database, the money’s in the email list, so you should combine it. And also the video, you can take screenshots, put it in your newsletter, have a link to the YouTube video or to the landing page with a written content with the lead magnet. These are all… You can reutilise the content and generate your email list, and it’s really important.

 

[00:33:34.310] – Robert Newman

Agreed. Leveraging evergreen content, we semi-tort of talked about, but let me just explain this first. Most people don’t understand. We in the marketing business oftentimes use jargon that people aren’t familiar with. Evergreen just means that you’ve created something that should last a while, like whether it’s a blog post or a great example of evergreen in my world is you start talking about a topic that maybe you have to update that topic, But it’s going to be something that people are going to keep talking about for as long as you’re in the business. Like with real estate lead generation, it’s pretty sure that I’ll probably be talking about video for the next 10 years or so. If I do a really good video on video content or how to do a YouTube video, now maybe I have to I can get my knowledge a little bit, but I could probably leverage that blog post, leverage that playlist, leverage everything for 5 or 10 years, which is what we would call evergreen. That is why evergreen is so important. Can you think of subjects that are always going to be important, such as relocating relocating to Laguna Noguel?

 

[00:34:31.710] – Robert Newman

Then if you get really good at a vertical, it could be relocating to Laguna Noguel from Tustin as an example. Now that’s people scaling up out of a certain city into a coastal city and maybe retiring there. So you just start talking about the first, the broad subject, and then the more intimate details. But nonetheless, if you do a really good, really compelling video, you just update it every now and again. John?

 

[00:34:58.640] – Jonathan Denwood

Yeah, I totally agree Evergreen content. People just don’t… They struggle with this concept that you can have some blog content, and you just need to update it every six months or once a year, and it can generate a lot of traffic and a lot of leads if the investment is put into it to get it. So it really ranks, and it really has value. So it has engagement, it has clicks on it, all the things that Robert deals with when he gives these SEO consultations. It’s just fantastic, but you got to put some effort in and you got to have some knowledge, but it’s well worth it.

 

[00:35:43.280] – Robert Newman

Absolutely. We’re closing out our list, ladies and gentlemen. We’re easily into bonus time. This is going to be the bonus content as we finish off the list. What’s left is compliance and follow-up. I actually don’t know what you meant by compliance, so I’m going to let you-Well, don’t give financial advice in your videos because you’re going to get into trouble.

 

[00:36:11.100] – Jonathan Denwood

As a real estate agent, there’s some channels I do watch. Sometimes they got on the verge of giving financial advice without the disclaimer that they’re not giving financial advice. I know some people that have got into some tricky situations there, so don’t be tempted. And if you do, you got to make it very, very clear that you’re not giving financial advice.

 

[00:36:43.900] – Robert Newman

Fair enough. All right. Okay, I don’t have any much to say about that. I agree with everything that John said. Also, by the way, don’t try to tell people how to do heart surgery on your real estate channel. Pretty simple. Okay? Number 10, follow-up. John, again, I don’t know what you meant by this, so why don’t you jump out?

 

[00:37:08.090] – Jonathan Denwood

Well, it’s a bit like if they leave a comment, comment back. If they get some engagement, if you get out. You’d be amazed at the amount of people I talk to. Now, they get emails, they’re busy, so they just don’t answer back. They get people leaving comments on their videos, they don’t answer back. They don’t You got to be religious. Don’t matter how busy you are. If somebody’s left a comment on Facebook, somebody’s left on anywhere where you put your video, unless it, like I said, it’s something that’s getting you hot and bothered, and I would leave it for a while before you respond. But anything else, it’s really important that you respond quickly. So follow up. That’s what I mean.

 

[00:38:02.610] – Robert Newman

Okay. Ladies and gentlemen, from an SEO perspective, I will tell you what the most missed opportunity in all of this is. It is here in number 10. Now that I understand what John was saying, Every time somebody offers you a YouTube comment, Google looks at engagement on these videos and uses it as a ranking factor. It’s not a small ranking factor. It’s like 20 to 25% of your score on any piece of content that you produce. Engagement is how much people stay on the video and come back to the video. So, number one, a user coming back to make comments to you, is an engagement signal. Maybe a small one, perhaps a big one. It depends on the video. People forget, though, that somebody is adding substantial information to the subject that you started talking about. It’s like saying, I’m talking about follow-up boss, but somebody starts to ask me a whole bunch of questions about what I think the future of the follow-up boss is on my follow-up boss video. Then, when I respond, I add a substantial voice to the original piece of content, which now gives people a significant additional element to engage with if they choose to, and generally, they do.

 

[00:39:19.500] – Robert Newman

Videos that have comments that have responded to comments tend to rank almost three, 400% better. It’s not a tiny thing. It’s a huge right-in-front-of-you thing. Don’t just say thank you and somebody leaves you a comment. If they leave you any opening whatsoever, like I really liked when you talked about X. Bob, thank you so much. It took me about 30 hours to research X. I had to look at so and so’s website, so and so’s website, and so and so’s website to come up with the answer. I appreciate the fact that you just pointed it out. It was so much work. Do you see what everybody… Now everybody starts to understand you’ve very subtly painted the picture of how much effort it took you to create the content in the first place, which in turn makes people respect it more and engage with it more. I love this one. Follow up. Absolutely. Follow up. All right. Without any more ado, we will sign off, ladies and gentlemen, if that’s okay with you. It’s been exactly 40 minutes and maybe 38 minutes of air time on the show.

 

[00:40:29.730] – Robert Newman

It’s been super fun for me personally to talk about this. John humored me, and we did not one but two videos. Well, we humored each other and did not one but two videos on YouTube optimization to kick the year off. It remains one of my top three strategies. I think it would drop down to number two for the first time in a very long time. The bleeding edge strategy I am focused on is hyper-local, but it does leverage video. So leverage video is still a major play for everybody. That’s it. If you’d like to look me up, you can look me up at inboundrem. Com. You can see it on my shirt throughout the whole show, just out of. Come on to the end of that and then look under Robert or Services, and you could get into my calendar if you wanted to. John, how would people get in touch with you?

 

[00:41:22.230] – Jonathan Denwood

It’s straightforward. Go over to the mail-right. Com website and book a chat with me. I’m more than happy to cover any questions you have that we cover in the podcast. If you want to, I can show you and do a quick demo of the Mel-right system, and I’m sure you’ll be blown away by what we offer. Back over to you, Rob.

 

[00:41:46.280] – Robert Newman

Beautiful. All right, ladies and gentlemen, thank you for tuning in. We would appreciate it if you understand. Leave a comment on whatever channel you saw our content on. Give us some love. Go to my website and give me a comment. Go to the mail-right. Com website. Give him some love. Any love or support that you can show us in any way, I promise you, is appreciated a lot by me and John. All right, have a good one, everyone.

 

Posted in Podcast | Comments Off on #420 – Best YouTube Real Estate Lead Generation Strategies For 2024

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

Thursday, February 15th, 2024

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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.

Intro

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

https://www.facebook.com/mailrightusa

————————————–

Robert Newman

InboundREM

https://inboundrem.com

Posted in Podcast | Comments Off on #419- Mail-Right Show:Best YouTube Real Estate Lead Generation Strategies For 2024