Kendall Bonner directly addresses camera: So, I knew my video branding was working when a real estate professional called me out of the blue to schedule a recruiting appointment. And guess what, a year later, she's still with our firm. Because video works.

I'm Kendall Bonner, broker-owner of RE/MAX Capital Realty in Tampa, FL. So let's take five minutes to talk about how brokers can build a video strategy that builds trust with agents and reinforces your brand.

So when I made the leap into video, I had one goal: And that was to offer value to real estate professionals in my area. I came up with an idea for a platform called "Improve Your Hustle." Now I wanted something that would help me with recruiting and help me connect with other professionals in the industry. I decided the best way for me to reach other people was to take action, so I began a weekly Facebook video called hashtag Wins Days-that's W-I-N-S-days. So this forced me to do a video every single week.

Now, I put these videos on Instagram, YouTube and Linked In. And I still get the greatest traction though on Facebook and I've grown a community of real estate professionals who are inspired by these videos. It's developed into a concept that I call "deepening digital relationships." It's a way to use social media to turn strangers into relationships and opportunities. Now I think of it as a LOCAL strategy, but what I found is that it's actually a NATIONAL strategy. I would see people at conventions who would tell me my videos helped them.  And then of course locally, I had the experience of an agent walking up to me at Chipotle to say he wanted to join my brokerage. That was success. 

So here's some of the lessons I learned and tips for success with video.

So first, find the right equipment. Over the years I've learned how to edit my videos. I bought a Ring light that allowed me to go hands free and properly light those videos. Now lighting and sound are the most important things to get right. 

But, I also learned that I am more confident with a teleprompter. I use an app called BigVu. And this enables me to use my phone as a teleprompter. I am able to be succinct and concise in my messaging using that teleprompter. Now you only have a few seconds to grab someone's attention, so if you didn't use one, or if I didn't use one, would tend to ramble on. So, that's it for tools: right, a teleprompter, so and my phone and a Ring light. I also used a microphone a few times, but I found I didn't need it.

So I spend about 15 minutes thinking about what I want to say and I write it all down so I can type it into the teleprompter. And then, I shoot. 

Once you have your tools, it's important to have a messaging strategy. So "Improve Your Hustle" is all about offering business tips to real estate professionals. The videos have evolved into how-to videos showing real estate agents how to do certain things, like how to use certain apps or tech tools, or how to manage your time. One of my favorite and most popular subjects is how to IMPLEMENT videos. A second one is how to use social media to grow your business. 

So what I love about this as a recruiting tool is that cold calls to prospective agents aren't cold calls at all. Many times, the agents I call are familiar with me because they've seen my videos. That has been so valuable because the first step in the relationship has already happened before I even speak to them on the phone. 

It also allows me to have on-demand content to email to an agent. If I have a call with an agent and they tell me they're struggling with something, I can email them a video on that subject to offer value. My own agents watch the videos for educational purposes, so it's great for retention too.

My advice? Start recording one-to-one videos that you send to recruits. Then, as you get more comfortable, graduate to targeted videos that you can post to your social networks. Share the videos in Messenger to individual agents, and ask them to share them with their friends. Your audience will grow quickly. 

Don't get hung up on how many views you have or if you've gone viral. Also, while you're building your audience, start on your PERSONAL Facebook page and then transition into a BUSINESS page, where you can grow your core audience both organically and through paid advertising. 

The key is to have a clear idea of your messaging and just get started. In no time, you'll be confident and comfortable and videotaping will be a breeze!