Five ways agents can turn video into business

The best real estate video isn’t necessarily the most polished. It’s the one that helps people recognize an agent’s knowledge, personality and value.

“Just listed and just sold is just not enough,” video coach Kim Rittberg told attendees at the Florida Realtors® Convention & Trade Expo. “You are not just selling one home. You are selling yourself.”

During the session “Video Secrets: How to Make Content That Converts to Cash,” Rittberg, a six-time award-winning marketer and former Netflix and People magazine executive, outlined five elements agents can use to create videos that build trust and generate business:

• Confidence: Stop concentrating on your appearance and focus on what viewers can learn. Rittberg called this the shift from “supermodel mode” to “teacher mode.”
• Credibility: Demonstrate expertise through customer success stories, testimonials, neighborhood tours, market updates and behind-the-scenes examples of how you solved a problem.
• Connection: Share enough of your personality, family life or interests to give viewers a sense of who you are, while keeping professional content at the center of your strategy.
• Clarity: Stick to one message per video and make the opening two or three seconds count. “One video, one message,” Rittberg said.
• Consistency: Choose a schedule you can realistically maintain, whether that means two videos a week or two each month. “It’s more important to be consistent than anything else,” she said.

Agents don’t need a production crew or expensive equipment to get started, Rittberg said. A smartphone can be enough to record useful content. If an agent tends to ramble, she recommended writing two or three talking points on a sticky note instead of relying on a teleprompter.

The bigger hurdle is often discomfort in front of the camera.

“Hiding from the camera is hiding from clients,” Rittberg said.

She encouraged agents to build videos around questions buyers and sellers already ask, using simple language and specific examples. A video explaining how an agent sold a home after it sat on the market, for example, can demonstrate far more value than a routine “just sold” post.

Agents also shouldn’t assume a lack of likes or comments means their content isn’t working. Rittberg described one agent whose videos combined market knowledge and customer results with glimpses of her life as a working mother. A viewer who had quietly followed the videos for months eventually left another agent to work with her. Rittberg said the strategy helped produce $5 million in new-home sales that year.

“Lurkers buy,” she said. “Just because someone never commented or liked the post, it doesn’t mean they’re not going to buy from you.”

Rittberg challenged agents to record and post one video during the week, emphasizing that comfort and quality improve through repetition.

“When you stop hiding, that’s when you start shining,” she said. “There’s money on the other side of the camera.”

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