Creating Relationships Using Video + Social Media€¦ · Building relationships with existing...

Creating Relationships Using Video + Social Media

Tyler Helms

tylerhelmscreative.com

What we will cover today...● Building relationships with existing clients using

videos● Using videos to reach potential buyers and sellers● How to win on social media with video● Things that you should be doing in all of your videos


Video has been the most talked about thing since 2013 when I joined NC REALTORS. Yet it seems it to be the hardest thing for REALTORS to consistently put into action.


Because of this, there is a lot of space to really make some noise if you invest in producing and distributing videos online.


Using videos in the home buying/selling process

● In my opinion, video is the best way to explain a product or service to a client.

● Use web conferencing tools & apps (ex: Zoom, BombBomb)● Make videos of the most important things that you do AND

your most FAQ (Buyers AND Sellers)● Assume your client knows NOTHING● Can be “unpolished” videos, not perfectly produced● Create a seamless experience (relationship)● Referrals are some of the best quality leads you can get


Examples of these videos

● “Congrats! You are Under Contract! Here’s the next step…”

● “How to prepare your home for showings.”● “Using DocuSign to sign forms.”● “Things that you should NOT do while under

contract.”● “What to expect at closing.”


How can video help grow my business?


How video can grow your business

● Buyers: Listing videos on social media to generate clicks/views and expose your listings to potential buyers.

● Sellers: Use data collected from videos to attract more sellers and stand out from the competition.

● The distribution of the video is as if not more important than the video itself.


Paid vs. Organic


Paid vs. Organic Social Media Posts● Social media platforms have two types of posts -

organic and paid. ● Organic here means any posts that you posted

without putting money behind them. ● Facebook also has two categories of organic

posts - viral and non-viral.● Viral organic posts are the posts made by pages

with tons of followers and pages likes - often these are news outlets, big brands, or companies that post funny cat videos (Coca-Cola, NowThis)

● Non-viral organic posts are the pages that don't have as many followers - the ones that we often see with little to no engagement on their posts.

● This can be frustrating and often lead you to said "Why am I even posting on Facebook in the first place?"


Paid vs. Organic Social Media Posts● Most of us are in the non-viral organic post category, meaning that

if we just post on our business page, we are likely to see little to no engagement on our posts.

● Facebook, Google, Instagram, YouTube, LinkedIn - all of these are pay to play platforms. If you want your posts to be seen, you are going to need to throw some money behind them.

● In terms of relationships, this means that if you want to people to know about your brand, you are going to need to pay to get in front of them.

● Online advertising is the most efficient and effective way to quantify and justify your advertising spending.


Investing inRelationships


Online Real Estate● 90% of home buyers search online during their home buying process.

(NAR)● By 2022, 82% of the global internet traffic will come from video

streaming and downloads (Cisco, 2019).● You may not be on social media or use social media, but your audience

is - the market wants what the market wants● Sponsored ads are not creepy, they’re just well thought out and

intentional


Justifying your Advertising Dollars● How many people have seen my ad? (Reach)● How many total times have those people seen my ad? (Impressions)● How much does it cost me for someone to express interest in my

ad? (Cost per click)● How much does it cost me for someone to inquire about my services

through my ad? (Cost per lead)● How much does it cost me for someone to book my services through

my ad? (Cost per acquisition)● Average cost per click for real estate on FB (Wordstream): $1.81


Advertising is about getting the best deal.

In 2020, which is the better deal?


Facebook: Did you know?● You can upload client/email lists into Facebook.● You can track the percentage that someone watches your Facebook

videos.● You can directly advertise to people who have liked, shared, or

commented on your posts.● You can track how many people have been on your website up to 180

days.● You can see if your competitors are running Facebook Ads.● You can run ads on Instagram from Facebook (who owns Instagram)


Your videos MUST be intentional and fit into a plan where people can take action.

Case Study: KoenigRubloff Realty Group● KoenigRubloff Realty Group used its own data and

Facebook Ads Manager to compare the December 1, 2018‒January 15, 2019 campaign to its previous advertising strategy. It determined that its dynamic ads for real estate campaign had resulted in:

○ 4.6X increase in click-through rate

○ 84% decrease in cost per click

○ 42% decrease in cost per thousand

impressions (CPM)

● https://www.facebook.com/business/success/koenigrubloff-realty-group


https://www.facebook.com/business/success/koenigrubloff-realty-group

https://www.facebook.com/business/success/koenigrubloff-realty-group

3 Immediate Takeaways1. Create a Facebook Business page (if you haven’t already).

Your target audience is on there, so learn how to use it. If you are on there, make sure all of your information is accurate.

2. Make sure your website has your Facebook Pixel embedded on your website. This will allow you to track the people who visit your website and have a Facebook account so you can re-target them.

3. Setup your Facebook Business Manager and Ads Manager accounts. You need these in order to run ads. YouTube is a great resource for setting this up.


Quick Tips for Creating Videos● Don’t make it about yourself, make it about who you are trying to

reach.● Don’t overthink it! You know about real estate, so talk about it, but

assume they know nothing!● Your videos need to be intentional and have a goal in mind.● Format for multiple social media platforms.● MAKE SURE TO HAVE SUBTITLES!!● Don’t invest in expensive video equipment, use what you have and

build up from there.


Summary● Video is the best way to explain your products or

services to a client.● Pairing videos & social media allows you to best expose

your brand to a new audience in the most engaging way.● Advertising is about getting the best deal, and online

advertising allows you to track/optimize results to justify your spending.

● Your videos MUST be intentional and fit into a plan where people can take action.


Questions?


Creating Relationships Using Video + Social Media€¦ · Building relationships with existing...

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