It’s plain and simple: Agents who use video in their social media marketing receive more inquiries, according to Kim Rittberg, an award-winning video marketer and real estate video coach who spoke at NAR NXT, The REALTOR® Experience, in Houston last month. “Just listed” and “just sold” posts aren’t enough, she says. “You’re not just selling homes, you’re selling yourself.”
What Makes Video So Powerful?
Social media algorithms, the formulas that determine what shows up in a user’s feed, like video, Rittberg says. “If you’re posting videos, you’re being seen by more people, which will lead to more leads and more clients,” she says, citing an agent who posted a video on YouTube that directly resulted in a $1 million referral.
While not every post will lead to a sale, putting yourself out there on video can be instrumental in establishing and increasing your credibility and likability. It can also rekindle relationships with former clients, colleagues, referral partners, friends and others, all of which help to expand your sphere of influence.
Don’t Overthink It
Despite its marketing power, Rittberg acknowledges that many agents don’t use video, in part because they think it’s time-consuming, struggle to come up with ideas or find the technology confusing. The most often-cited reason, according to Rittberg, is that they are self-conscious and believe they don’t look or sound good on camera.
Rittberg advises agents to stop overthinking it and just do it, stressing the importance of authenticity and relatability. “That’s when the magic happens,” she says.
Follow the Five C’s of Video
Rittberg offered “five C’s” to guide agents ready to incorporate video into their social media marketing.
- Confidence. “To get past your fear of video, you need to understand what’s holding you back,” Rittberg says. She encourages agents to stop thinking about being on camera as if they were a supermodel being judged by their looks, and instead to think of themselves as teachers with a message that people care about. Also, calm your body before recording. Rittberg suggests a simple speaker warmup known as SSS: stretch, smile and soothe (breathe in and out) right before you go on camera.
- Credibility. People need to believe you’re credible. For newer agents, there are many ways to demonstrate credibility beyond years in the business. Use video to communicate industry ranking, sales data and client testimonials. Rittberg suggests telling a story, such as how you got a “win” for a client or prepared a home for sale in two weeks. “Use AI to highlight your human intelligence,” Rittberg says. It can help you create your video story, but make sure it sounds like you. Talk only about what you know, and be sure your facts are accurate before recording, as lost credibility will harm your business.
- Connection. Strive to replicate your real-world network online. Start sharing a bit about your personal life, such as hobbies or pets, to encourage others to engage with you.
- Clarity. Keep videos short. “One video, one message,” advises Rittberg. If you have a lot to say, cut a longer video into a series of shorter videos. Videos under a minute get the most engagement. Before posting a video, Rittberg recommends asking yourself if your grandmother and your seven-year-old neighbor will understand it. She also stresses the importance of the “hook” for engagement: catchy, specific information to draw the viewer in. The hook should be in the first three seconds of the video.
- Consistency. Consistency is more important than quantity. Rittberg suggests starting with two to four posts per week and building from there. Most importantly, Rittberg says, “Don’t give up!”
