Post on 17-Jul-2015
Burke SmithFounder of YourNetCoach
Chief Communications Officer, HSA Home Warranty
“Like No Other Home Warranty Company on the Planet!”
• Technology will Never replace agents, but agents using
technology will!™
Burke Smith – Career Highlights
• Chief Communications Officer at HSA Home Warranty
• Founder of YourNetCoach, Founder of ipayOne, Executive Team at Prudential California Realty
• Licensed California Broker & Real Estate Coach/Consultant/Trainer
• Personally responsible for over 1000 closed real estate transactions
• Featured on CNN & in the New York Times
• Nominated 2 years in a row Inman Innovator of the Year
Clients have closed over $25 billion in residential real estate!
75% of home sellers say they are
more likely to list with an agent who uses video
Only 1% of realtors use a YouTube
account to market themselves or their listings
• Real estate professionals, brokerages and brands are embracing video now more than ever before
Facts
• Over 6 billion hours of video
are watched each month on YouTube—that's almost an hour for every person on Earth
• 100 hours of video are
uploaded to YouTube every minute
Facts
• According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network
Facts
Your Next first time home buyer/seller
Now outnumber baby-boomers!
Would you have advertised during Cheers or Friends or M.A.S.H. if you
could have?
• YouTube Videos are a large factor in determining Google rankings
YouTube Advantages
• Sites that showcase relevant YouTube videos are ranked higher
• This means posting and linking to these videos gives you an advantage over other real estate professionals
YouTube Advantages
• People trust content from videos more than any other medium
• Videos attract 300% more traffic and leads (Marketing Sherpa)
YouTube Advantages
• YouTube is your mobile advertising it’s available on hundreds of top mobile devices
YouTube Advantages
• Video is the most engaging and versatile content
• Can be used on your
– Website
– Blog
YouTube Advantages
Making a Video
Equipment
• 720p HD Video
Smart Phones
are all you need
• Easy, Fast Recording
• Quick touch up tools
• Instant uploads to YouTube and all other social networks
YouTube Capture
• Boom Mic
• $40
Audio
• Lapel Mic
• $30-$60
• Have a Plan
• Keep it Short
–1-3 minute videos
• Make Content Not Ads
Best Practices
• iMovie (Mac Only)
• Windows Movie Maker (Windows)
• YouTube (Edit Online)
Video Editing
Who has a Google account?
Quick Poll
Create Regular Content
Do Not Do This!!
• Agent Profiles
– Well done agent videos can increase the time spent on site by prospects
• Which in turn decreases their time spent on competitors sites
– Prospects who call an agent after watching a video profile are far more qualified based on the investment they’ve made in learning about the agent.
Video Ideas
• Property Videos
– Use property photos to create a branded slideshow tour of a listing with voiceover.
– Include pricing information and a link to the listing in the description
Video Ideas
• Neighborhood Profiles
– Use video to help prospective home buyers learn about cities or neighborhoods
– Hyperlocal
– Focus on selling the community, not just the listing
Video Ideas
• Neighborhood Profiles
Video Ideas
7,000+ Views
• Corporate Communications
– Using video for corporate communications can be a great way to get the word out about change, both externally and internally
Video Ideas
Video Ideas
• Real Estate Industry Current Events
– Establish yourself as an expert by discussing current changes in your real estate market
Video Ideas
• Real Estate Industry Current Events
13,300+ Views
Video Ideas
• Testimonials
– Ask your best clients to say a few words about what it’s like working with you
– Take a video camera with you whenever you're out with clients
Video Ideas
• Pre-listing presentation video
– Create a video with your value proposition, why a seller should pick you and send it to potential clients before you meet in person
Video Ideas
• Open House Promotions
– Give people a sneak peek at a new property and let them know when the next open house will be
Video Ideas
• How To Videos
– Real estate can be a big complicated world for your clients. Help them navigate with short, informational videos that include answers to common questions you receive
Video Ideas• How To Videos
Video Ideas
How to Ideas:
• Eco-friendly building
• How to purchase a home
• Lease-to-own tips
• How short sales work
• Renovation tips
• You NEED a Google Account
• If you have a Gmail for your business use it!
Setting Up A Channel
• Fill in the required information
• Skip
• Unsubscribe
• After you are logged in click the drop down arrow on the top right and select My Channel
• Select Click Here right underneath your name to create a channel for your business.
• Enter your business name and category then hit Create Channel
• If you already have an account go to All My Channels
• Click on the blue “Create a new channel” button
• Choose a Channel Name
• Select Local Business or Place for the Category
• Agree to the Pages Terms
• Select a Profile Picture
• This is linked to your Google + profile picture
• Set your channel art
• Set your URL
Once set your URL is permanent and can never be changed!
Seriously. . .It’s permanent
• Click on your profile in the top right and select YouTube Settings
• Choose Advanced
• Click Create Custom URL
Think it over
Add A Description
• Click on the pencil icon
• Channel Description– Highlight your most important content up front i.e. a link to
your website
– The description also shows up in the About Tab for a channel and is a valuable resource for subscribers to find out more
– Include relevant contact information (email, phone, etc)
– Remember to think about your description as it shows up on YouTube- on your channel page and in search results.
• Add Links to:
– Your Website
Include Links
• Can add 4 social links to your profile
• However only 1 link to an external site can appear on your channel art
• Click on the pencil icon directly below the description
• Use this to drive traffic to your website.
Check thisbox
Add your website
Auto Post to Social Networks
• Choose “YouTube Settings” from the menu in the top right
• Click on “Connected Accounts”
• Connect Facebook and Twitter then choose what updates you want to appear on those accounts
• Select Upload, then Select files to upload.
Uploading a Video
Note: You can also drag and drop a video file into this area to upload it
Uploading a Video
Category
Privacy
Settings
Tags
Description
Share
This
Link
• Title: What you want to call your video.
• Include Keywords
• Description: Keep it brief, and include keywords and your company name and information so that people can more easily find your video when they conduct online searches.
• Tags: These are keywords that help identify your video or business.
• For example, if you’re a realtor posting a video on how to stage a home, you might use the following tags: [Home Staging], [How to Sell Your Home], [Name of Your Business]
• Privacy Settings
• Public – anyone can view your video
• Unlisted - only people who have the link to will be able to view your video
• Private - only those who you list can view the video
• Category: Select a subject matter category that’s most relevant for your business. Most often “Real Estate”
• Advanced Settings: These settings are optional and allow you to include information about the video location and recording date, and settings for comments.
• Keywords in the Title
• Keywords in the Description
• Use Tags
• Transcription
• Keywords in the File name of the video
5 Components to MAXIMIZE Traffic
Do Not Make the #1 Mistake!
Have a URL at the beginningof the description
The key to a successful YouTube marketing
campaign is creating
clear & concise calls to action.
• Create tours for available properties
• Create a welcome video that showcases your expertise and always keep it on top of your YouTube channel
• Create testimonial videos
• Create neighborhood tours
• Create videos discussing Real Estate trends in your area.
• Create how-to videos for home sellers to help them get the highest possible price (staging, before & after, rehab)
• Create home-buying tips and best practices (first time home sellers)
You Tube Ideas Review
• KISS: Keep your Real Estate videos short and sweet (3 minutes is good)
• Take advantage of video annotations to share more videos with your audience or link back to your website
• NEVER compromise quality!
• Take advantage of YouTube create page to add special effects to your videos
• Purchase royalty-free music for video voiceover from Royaltyfreemusic.com,istockphoto.com orMusicbakery.com
• Make sure to include your full contact information in the video
You Tube Production Tips
• Respond promptly and informatively to people’s comments on your videos.
• Thoughtfully comment on videos that are interesting to your target clients to increase your channel’s visibility.
• YouTube Video response is a very powerful feature if used wisely.
You Tube Networking Tips
Video Walkthroughs
• www.YouTube.com/HSAWarranty
• Many people attempt to use YouTube, make a few videos, get discouraged quickly and abandon their channel
Remember
Never Give Up
HSA Social Media Resources
Facebook.com/HSAhomewarranty
Thank You!
Burke.Smith@onlinehsa.com
Brian.Geick@onlinehsa.com