Video is one of the most useful marketing tools available to real estate agents today. But most agents either ignore it or use it in ways that don’t help their business very much.
That’s a missed opportunity.
When executed properly, video can help people get to know you long before they ever call you. It can demonstrate your knowledge of the market, answer questions buyers and sellers have, and build trust with your prospects.
Your mission is to create a library of video content that can be published across all social media platforms, and will continue working to create exposure and position you as an authority long after it’s published.
I want to point out two key things you need to remember when it comes to these videos:
- The first is that your videos won’t be perfect at first, but you will improve over time, and with practice. The important thing is to get started building your library of video content now, and improve as you go.
- The other is that you absolutely have to be authentic. If you sound scripted, you’ll also sound untrustworthy, so instead, speak naturally as if you were sitting across the table from a real client.
With that in mind, here are the five videos every real estate agent should make.
What makes you unique
Obviously, prospects want an agent who knows what they’re doing, but long before they get to the point of choosing an agent, they need to feel some kind of connection. That’s where your personal story comes in.
Some prospects may prefer working with someone who is energetic and outgoing, while others feel more comfortable with someone who is cold and analytical. Keep in mind, there isn’t necessarily a right or wrong personality—there’s just “right” for a particular prospect. The key is helping people to see exactly who you are.
In this video, talk about things like:
- Why you chose a career in real estate
- What you did before becoming an agent
- The type of clients you usually work with
- Your approach to working with clients
It can also help to work your background into these videos. Maybe you served in the military, worked in construction, or spent years in another field before entering real estate—your background helps attract prospects who are more aligned with you and will be easier to work with.
There’s also a practical reason to talk about this. There are more than 1.5 million real estate agents in the country. That makes it easy for agents to seem the same to prospects, making them seem like a commodity.
Your personal story helps you to stand out from everyone else. When people understand both who you are and why you do what you do, they’re more likely to remember you when they need help buying or selling a home.
X things every buyer or seller needs to know
Agents deal with contracts, inspections, and negotiations every day. Because of that, it’s easy to forget how complicated the process can feel for someone who doesn’t have your background.
While you may have hundreds of transactions under your belt, the average person only has a few real estate transactions throughout their entire life, and even people who have bought a home before may not remember how everything works.
That’s why educational videos are so helpful.
A simple list format works well here. For example:
- 5 Things Every Buyer Should Know Before Making an Offer
- 7 Mistakes Sellers Make When Pricing Their Home
- 3 Questions You Should Ask Before Hiring an Agent
These videos answer common questions that prospects have and help people to better understand the process before they begin.
The most important thing is keeping the explanation clear. Real estate has plenty of technical terms, but you should break everything down in plain language. Ultimately, your audience should walk away feeling like they’ve learned something useful from each of your videos.
I like to structure this type of content as one long form video that covers a broader topic, and then clip that into shorter videos that each focus on one point.
The longer video works well where people expect more detail, while the shorter clips that tend to get more attention can help you reach a new, larger audience through the feed.
Note: The “X” in the subhead for this section refers to a number you’ll use in the title for your video. You’ll want to use an odd number, between three and seven, as a numeral rather than a word. Odd numbers earn far more clickthroughs than even numbers.
Current market conditions
One thing clients always want from their agent is a clear understanding of the local market.
They want someone who knows what is happening right now in their area. Not last year, and not somewhere else. Right where they live.
Market update videos are a good way to show that knowledge.
In these videos you might talk about:
- Average home prices in your area
- How many homes are currently for sale
- How long homes are staying on the market
- Interest rate trends
- Whether it’s currently a buyers or sellers market
And don’t overcomplicate this—what the numbers mean is often more useful than a long list of industry statistics.
When people see you sharing local market information on a regular basis, it builds confidence. They begin to view you as someone who understands what is happening in their area.
It also helps to stay at the front of trends. If the market shifts, try to be one of the first agents in your area to explain what changed and what that means for buyers and sellers.
That shows people you’re paying attention to the market and are better suited to serve them compared to other agents.
Problem solving stories
Anyone who has worked in real estate for a while knows that transactions don’t always go smoothly.
Inspections uncover problems. Financing can cause delays. Negotiations can get complicated. Experienced agents expect these things to happen from time to time.
Most clients, unfortunately, don’t realize that.
That’s why it can be helpful to share stories about problems you’ve solved in previous transactions.
These videos serve two purposes.
First, they help buyers and sellers understand that unexpected issues can happen during a transaction. When people know this ahead of time, they usually stay calmer if something comes up.
Second, these stories show how you handle challenges.
You might talk about things like:
- A deal where the appraisal came in lower than expected
- An inspection that revealed repairs the seller had to address
- A financing delay that pushed back the closing date
- A negotiation that helped keep a deal together
These examples show your experience and your ability to guide a deal through problems.
A simple way to create this content is to record one longer video describing three to five situations you’ve handled. Then you can cut that video into shorter segments, with each one focused on a single aspect.
And as you complete more transactions, you’ll have more experiences you can share.
How to identify the right agent
For someone who doesn’t work in real estate, it can be hard to tell the difference between a skilled professional and someone who is brand new to the business. That creates an opportunity to provide useful advice, and in doing so, demonstrate how you’re different.
In this video, you can explain what people should look for when deciding which agent to hire. You can also talk about warning signs prospects should look out for.
One method I like is comparing how different agents handle the same situation.
For example, a seller may want (or need) to list their home at a price that just doesn’t align with comps in the area.
While an inexperienced agent might agree with a client’s price just to get the listing, an experienced agent will explain the market data and have an honest conversation about pricing—even if it means they risk losing the listing. People may not always like that, but they will respect it.
Examples like this help your audience to understand what real professional guidance should look like.
Later, when you meet with a potential client and approach the situation the same way you described in your video, it reinforces your credibility because they can see that you practice exactly what you talked about.
Like the other topics, this video can be recorded as one long form video and then clipped into shorter clips that each cover just one specific point.
Video will give you a powerful competitive advantage—if you use it properly
The good news is that you don’t need expensive equipment or software to start making these videos. A smartphone, good audio, useful information—and most importantly, your unique personality are all you really need.
What matters most is sharing helpful insights, and doing it consistently.
When you explain the process, share market updates, and talk honestly about real life situations, you’ll reach more prospects and they’ll start to see you as someone they know, like, and trust.
And when the time comes to buy or sell a home, that trust often turns into a phone call.
