KGCI: Real Estate on Air - Video Marketing & Storytelling How to Stand Out with Powerful Content

Starting point is 00:00:00 Built to close your week strong and start the next one smarter. Here's what you is from this week's Friday Focus on KGCI, Real Estate on Air. Welcome, everybody. This is Elite Masterminds, a session that we go into depth with a certain topic. And each one of these topics has actually originated from agents. They've come to me and they've said, hey, Stuart, you know what? I'm wanting to do this. And I'm not too sure how to do it.

Starting point is 00:00:34 that big question, how. So in essence, I actually reach out to fellow producing agents and I invite them into these particular sessions. However, in this particular session, it's just going to be me. And, well, I've been doing video marketing and doing videos for many, many years. And what I've thought to do is actually just share some of the tips and tricks to help you in your particular business. Now the big question that comes out of this is, well, why? Why should we actually be doing videos? You know, I feel intimidated to stand in front of a camera and go out there and actually talk about a property or talk about myself. It's not for me. It's really not for me. Well, here's one of the big things. And stats have actually come to show it. If you actually post just a

Starting point is 00:01:29 picture compared to posting just a video, the video gets a much higher level of engagement. And why? Well, the picture can tell a thousand words, but a video can tell the complete story. And that's ultimately where you're wanting to get through to. You see, video, you can actually start to express emotion and have some kind of authenticity to actually connect to people. If you're going to be doing, for instance, a video tour of a property, you can actually connect them to the lifestyle of that home, especially if it's a lifestyle that maybe it's a luxury home that overlooks a golf course or maybe it overlooks the ocean. You can actually just go and imagine sitting here and just showing that particular video as you're walking through. You see, the impact of video is extremely high. But there's something that I learned very, very early on when it does come to video.

Starting point is 00:02:33 And that is what I'm going to share with you today. I've got about five or six little tips that can help you through this part. And really, one of the key areas, whenever you're creating any particular video, just make it simple. don't go into high-level production with background music and voice overlays and words coming out of the screen and drone photography coming through the front door and really spending a huge amount of money on it it looks great people think that's fantastic but at the end of it they've actually forgotten what they were looking at so create the authentic videos so that's where i want you to all start when you're going through this particular journey is creating this particular authentic video as you're going through.

Starting point is 00:03:22 So one of the big things, when you're doing a video, and I did this very earlier on, and we refer to, and I have referred to it before, you've got to tell a story. You know, when you just walk up to a property, for instance, pop open your camera and go, this is the kitchen, this is the bedroom. Well, it's pretty obvious. The people watching it can see it's the kitchen. They can see it's the bedroom. So what we need to do is we need to create a story. And in my earlier years, it became a challenge to try and identify the story. Until I'd actually broken it down into, I want to call it this journey that you go through a particular property or a particular video.

Starting point is 00:04:09 And it had three sections to it. you've got the beginning, the middle, and the end. And that for me was absolutely key. Now, I know most people go, Stuart, obviously, everything is a beginning, everything isn't it, everything's got something in the middle. But what is the beginning? What is the middle and what is the end? Well, this is where I started to break it down because I always used to use the beginning

Starting point is 00:04:33 as some form of introduction. The middle was the content and the end was my call to action. And I always felt that that was my solution that would absolutely work. But my engagement just was not there. It just did not relate. And that word relate was the absolute key to it. You see, the beginning, that first, let's call it, 15 to 30 seconds is so important. You've got to catch your audience so that they can then watch the middle and go,

Starting point is 00:05:06 oh wow now this is great and then the end really ties it all together so what i did was i actually broke it down into these different sections my beginning was always about talking about a problem and a problem is something like hey i'm working with a first time home buyer and they thought they couldn't get a bond that's a type of problem that a first time home buyer could relate to if you're doing a video around how to actually go ahead and buy your first property. So the first part is share some form of problem. Now while we share a problem is that particular problem is what relates to people. You're going to go into the middle part, which is the solution to it. So when you're actually going through it and you share a problem immediately, you're catching the correct audience because

Starting point is 00:06:03 they will basically go, hey, yeah, I've got the exact same problem. Now you've got your targeted audience. You can then start to middle section, share the solution of this particular property, and now you've got them in your particular platform, and your last is basically the result. The result has call to actions. It has results that shows positive outputs, et cetera. So what's important when you're actually breaking down a storytelling of a property, a storytelling of a tip, a trick or anything on a particular area, suburb, etc.

Starting point is 00:06:40 Use this particular area, this particular breakdown, which is the beginning, the middle and the end, the beginning being the problem, the middle being the solution, and the end being a result that you can actually go through that. Once you start doing all of that, you're going to start to see more of that engagement through your actual properties itself. Now, one area that I've found is extremely powerful when you're using this particular tip or trick is testimonials.

Starting point is 00:07:12 This little storytelling brings everything to light. You could start out with the beginning. I was working with a couple that were battling to find their dream home. They just could not find it. And then they met me. Now I'm going to go into the solution. well tell me about your story and they start well when i met steward and they start introducing themselves and they start going through that storytelling and then the end result

Starting point is 00:07:42 well the end result could be something where they've got children playing in the garden or something like that that really just gives a journey a story of real life through testimonial so there's one area and that's the very first tip that i want to share with you today is when you're creating any form of video created in a storytelling fashion so that people can become engaged with it and they don't lose interest. Remember, start out with that pain or problem, get into the solution and then with that end result.

Starting point is 00:08:13 Then the next tip that I want to share with you is something that really came through and I actually had to research all my notes over the years as to what I've done, through my coaching, what agents have actually asked me, hey, Stuart, I want to go out and do videos. I am excited to do videos, but what do I do videos of? What can I do videos of?

Starting point is 00:08:37 And I always thought it was the most obvious, but sometimes the most obvious is so in front of us that we just can't see it. So I've got a couple of little ones, and I've mentioned the client testimonials. You can use that journey of telling the story through it. But you could also do your listing walkthroughs. Now, listing walkthroughs, it's not about walking into a room and saying, this is a kitchen, this is a bedroom, this is a bathroom, etc. You want to talk about this experience. And you can actually do it in a single take.

Starting point is 00:09:12 A single take at the front door, open the door, push record on your phone. And as you're walking in, you actually say where you've come from, hey, I've just come in this particular suburb. And I've arrived at this particular house. It is such an open plan. It's actually, I'm getting such a warm feeling of this property. And as you're walking through this property, you're just talking. Do it for about 45 to 60 seconds, just talking. And then right at the end, switch the camera around.

Starting point is 00:09:42 Or you just push that little button that turns the camera back at you. And you say, if you want more information about this property, contact me today. It's a simple walkthrough that you're actually starting at the front door, one take the whole way through, and if you make an error, guess what? You can. It's not about perfection. It's about just doing it. So the first one is doing those walkthroughs that are very straightforward. And actually, it's a lot of fun. The second is neighborhood and local highlights, things that happen in the actual neighborhood. And here you can talk about restaurants. You can talk about shopping centers. You could talk about how safe the area is. Maybe there's parks, maybe these

Starting point is 00:10:22 schools and in essence you could stand outside a park and say what a wonderful area you can see people playing in the garden and this is only walking distance from the properties that i market in this particular area you see this really starts to level you up as an expert in the area because you're not only just talking about the property that's behind the walls but you're also talking about the suburb and the area around it and a lot of times people are going hey i'm looking for this specific area. And when you do these videos and you suddenly talk about there's a park and there's a school, they say, I didn't know there was a park there. I didn't know that there was even a school there. Well, let's consider it. It's these type of videos that really gets that audience, those buyers that are

Starting point is 00:11:08 set on one area to now start looking at other areas. So that's how you can use these particular neighborhood highlights, local highlights that you can actually talk about. Then another one which is always great, and fun to do all those those quick tips or those frequently asked questions on a property and these these actually go down so fantastic and it could be something as simple as hey by the way we're hitting this part time of the year and if you've got roses it's time to prune them you know something very simple of a tip that may not even relate to selling properties but what people love about it is they start to engage they start to see these videos and go hey i want to want to learn more. Now one thing that's crucial when you're doing tips or frequently asked

Starting point is 00:11:57 questions, you've got to have some form of cadence. It could be twice a week, once a week, that you're actually doing these particular videos and they are short. They are 30, 45 seconds, straight up there holding your phone and your hand and just saying, hey, by the way, we're doing this. And as you're going through it, now here is a tip on a tip when you're doing all of these. If you're going through to a particular property and at the property, they have got any handyman, any construction, anybody that's working on the property, all you do is you go up to them and say, hey, by the way, I just want to understand what are you doing on the property? And he could say, well, no, we're just cutting back the branches because they were

Starting point is 00:12:40 affecting the electric fence and that was giving false alarms on the actual electric fence. There's your tip. You get your inspiration. from being at these properties. So if they're painting, you just ask them, so what are you actually painting? How did you prepare it? Oh, fantastic. Then stand back and just talk what you've been called. And that's a great way of actually doing tips that you can do on an ongoing basis

Starting point is 00:13:05 at every single property that you go through. Now, if you find that the properties you're going through to aren't giving you any tips, well, there's local hardware stores, paint shops, there's all of these particular places, walk into those areas, go into a specific, if it's an aisle, whether it's a certain paint, go up to the actual salesperson, say, just tell me about this particular product. How do you do it? How do you use it? And then do your tip. Hey, by the way, I'm actually at this particular hardware store, which is in this particular suburb, so it's pretty close to the area. And what you can do, when we're getting to painting outside, they always recommend using paint and doing it in this

Starting point is 00:13:44 particular, and you can give your tips. You've just got all the information, the inspiration, the inspiration, from the people around you and that actually comes through. So doing these type of videos, they're off the cuff. And the great thing about it is you've got your mobile phone with you. You can do it anywhere. You literally can do it anywhere. You can just walk into one of these places, walk into a property, just push record, away you go and actually pop at the other side.

Starting point is 00:14:11 So something that is such a great thing. The next little area that really came out was Hey, Stuart, I'm too afraid. I am too afraid to make a fool of myself on camera. And if you feel that this is where you're at, you've got the fear of being on camera. I'd love to get it in the chat and the comments. Just give me a yes, no type of thing because this is an area that so many people, their reason why they don't do it is they have this fear of being on the actual camera itself.

Starting point is 00:14:46 And when I actually go deeper and I look at it and I say, well, what are you fearful of? And they go, well, I'm not sure if my hair is right. I'm not sure if I'm dressed appropriately. I'm not sure if I'm going to be able to get the words out in a fashion that actually sounds logical. And I used to be like that in the beginning. I always wanted the perfect, the perfection like just everything must be great and grand. And then I actually came to realize, I'm a human being. I make errors.

Starting point is 00:15:20 I'm a person that does everything on one take. And that one take is what I actually publish. And I put it out there. Yes, if I've made a massive, massive error in it, I will do it again. But most of the time, I have this idea of where I'm wanting to go. And I just actually do it. You see, it's that authentic nature that people can relate to. When you have it that it's all, it's primates proper, my head is perfectly aligned at the center of the camera, the microphone is perfectly located, I have a teleprompter in front of me, and when I start reading the words, I start sounding like a news presenter or the weatherman.

Starting point is 00:15:58 Well, most weathermen now don't use teleprompters. And that's why people prefer to watch a weatherman over a news presenter because they seem to be more fun. They seem to be more authentic. And that's what you actually do. if it means that you have a little piece of notes you might have a not have a notepad in front of you and say well you know what i want to talk about and do that absolutely you see what's going to happen in the beginning you're going to start to overcome that level of fear and you're actually just going to start to go forward now what you can do once you've done these particular videos because this

Starting point is 00:16:36 leads on to well i don't want to embarrass myself if i suddenly get better and better and better Well, when you're actually using your smartphone and you're doing the actual recordings, do them in portrait, phone vertical, and post them on things like stories and reels. Now, the reason why you start posting with stories and reels, one, they get a much high level of engagement, they shorter videos, but two, after 24 hours, they disappear. They, off they go. So if you have done something and maybe you made an end. error, you know that automatically that particular video will actually be taken down by the actual

Starting point is 00:17:19 platform on your stories and your reels. So you can actually go ahead and actually do all of that and actually feel more comfortable with yourself. Now, the more you do it, the better you are going to become. Now, I did mention a teleprompter and do I use teleprompters? Yes, I do. I do have a teleprompter that I use from time to time. But one thing that you must realize with a teleprompter is you've got to make it feel natural when you're actually having a conversation. So if you're going to think about using a teleprompter, you're recording and watch yourself back. And if you look and you start shaking your head, take the teleprompter out, have a board in front of you, which I now also use, and I just write down keywords. So when I'm doing these particular

Starting point is 00:18:07 sessions that's really what i've got i've just got key words and i can then just have that authentic conversation as i'm going through it so don't be afraid don't be afraid to go in front because soon or later you need to go in front of your client are you going to be afraid to go in front of your client well rather your client says hey i know who you are by watching your particular videos so don't have that particular fear in front of you that is going to be prevent you from actually doing it. A quote that I'd actually, when I was doing a little bit of research and I thought, done is better than perfect.

Starting point is 00:18:48 So done is better than perfect. Don't worry about making it perfect. It's just get it done and do it. And then you'll find that you're going to start to roll on from there. Some of the little tip that I want to share with you is, and I learned this earlier on, I created a lot of videos and I would post these videos out. However, what I got to find is people weren't engaging with those particular videos. And I would go on to, whether it was Facebook, LinkedIn, YouTube, wherever the case may be,

Starting point is 00:19:21 I would go in and the first thing I did was I turned the sound on. I'll listen and I said, but the sound is fine, the video is fine. All that is fun. And then I got to realize and it was actually through my kids, they actually told me, but dad, default, sound is off. Now, it only then triggered with me because I went on and I used to unmute. You see, as defaults, your sound is off, unless it is on YouTube, which the sound comes through. But if you're on the social platforms, it's always muted.

Starting point is 00:19:52 Which ultimately means when somebody swaps and they scroll up and they see that video and then it auto plays if they have that enabled, that's what you're going to see. You're going to see somebody miming. And what you need to do is remember to add captions. Now, most of the platforms have auto captions inside of it, which means once you upload the video, make sure there's a little tick box for auto captions. It will then go through, it will transcribe,

Starting point is 00:20:23 and it actually then puts those captions into play. Now, you can go back and you can edit it because at times the transcribing might not have heard the word correctly, and you want to make sure that it does. actually make sense because people are going to actually read it. Once you do that, you suddenly see a level of engagement goes up. Now, I do the exact same thing when it comes through to YouTube. I make sure that the auto captions are in place. And if you really want to, you can actually transcribe it, correct it, you can upload it, you can align it. It takes a lot of work. I'd rather do the auto caption, just to make sure that those captions are correct.

Starting point is 00:21:03 There's also tools out there, and I've used a number of them where you upload your video. It creates the captions, but it actually creates almost like a bubble around the word, almost like a cartoon where a ball is bouncing over the words that they know where they are. We're all adults. We understand exactly where we are, but by doing that, it just helps to push, and people seem to like that type of engagement. So make sure that you've got some form of captions on. The other area that I found was it's all great that we've created these particular videos,

Starting point is 00:21:37 but what we need is some form of hook to get people to watch it. And you've heard of thumbnails. This is really the hook to actually get it in. And there's something that is actually a challenge for many of us because what is the hook? And the hook actually, if you go back to that first tip that I shared with you, which is the storytelling, is the pain, or it's actually the solution. The hook lies inside of that. And I've actually done a lot of research with real estate properties.

Starting point is 00:22:15 And one of the hooks that really stands out, it actually works so well, is creating a hook that says, hey, and it's something like this, do you believe that you could get a property in this suburb worth, and whatever a value is. And really a hook like this, get somebody to read that on the front screen and says, oh, I thought that suburb was a lot more expensive. But that suburb is normally around about 2 million,

Starting point is 00:22:46 and they're saying 1.5 million? Wait a minute, what's that? See, a lot of the people, the clients that have been viewing it, they're aware of what those price brackets on. If you suddenly get something that is well priced, well listed, you can actually use that hook to catch their attention. And that's really what you're wanting to do. That's why we look at the pain, we look at the solutions, the problems, etc.

Starting point is 00:23:08 And we're looking at getting their particular attention into it. So captions, hooks. These were the two that you will have to, over time, you'll slowly start to master. But definitely captions, just tick that little box. You don't want to sit there afterwards trying to say, let me try and see what I said and type it all. out. Let the tools and technology that goes out. And then one tip. This tip was shared with me, oh, I'm going to say it was a good, good couple of years ago. And you may have come across this

Starting point is 00:23:42 chap by the name of Gary Vayakachuk. Oh, now I'm going to get snapped for not knowing his surname properly. We'll just call him Gary V because that's what he really goes by. And this was a tip that I actually picked up from him and it's repurposing of your particular videos. Absolutely amazing. So what is repurposing? Well, you start out like this. You're at the front end of a property and you do a walk through the property. And as you're going through, you are recording and at the end of it, it actually comes out to about eight minutes, okay? Because it can take you eight, ten minutes to walk through a particular property, giving a voice over and maybe through, through, different parts, maybe in the kitchen, you're switching to yourself, having a quick conversation,

Starting point is 00:24:29 switching it back and going through. So you've created this video that really gives a great overview of this particular property. And where Gary V actually jumped in, he'd mention repurpose. You've now got an eight to ten video, eight to ten minute video, and maybe it's even longer, repurpose by cutting it up into small little snippets. Because there could be small snippets that actually really just focuses on the kitchen and that could be anything from say 30 to 45 seconds so you're taking a full video and now what you're doing is you're cutting it up into these little videos and what's great is there tools out there that do that for you you upload your video and you say hey i'm looking for snippets between 30 and 45 seconds it goes through the actual

Starting point is 00:25:18 transcribed wording find something that has actually got a sense involved and then just pulls and extracts all that out and what I've come to realize is for every minute you actually get one snippet so if you're doing a 10 minute video you should be able to get around about 10 little call them micro videos out of it now what you do with those micro videos is you pop them into your reels and your stories and you link it to your main video so that that becomes the hook that actually starts to attract your audience into that video and it is a very simple and powerful method for you to actually go out and actually have long videos and actually then

Starting point is 00:26:09 break it into these small ones and link it across so that you can start getting at higher engagement on those particular listings or those particular properties or whatever you're actually doing so i know that i've actually probably babbled a lot about a lot of things but One of the key elements that I want to make sure that you go through is, one, don't be fearful. Make sure that you're telling some form of story. People like that engagement on the actual story. Make sure that you've got those captions in place. So it really starts to highlight what's been said, especially when the audio is off.

Starting point is 00:26:44 Make sure that you've actually got it in a format that is authentic. Don't go for perfection. Remember, done is better than perfect. It's so true in those words. And those little tips of what you can do, things like those listing walkthroughs, just go ahead and do it. The neighborhood and the local, very, very powerful

Starting point is 00:27:03 to actually get those people from the outside in. You could even do behind the scenes. I've jumped into my head. You can do something behind the scenes where you're actually standing, you've got somebody else that's standing behind you, recording you, recording yourself, so that it actually becomes something of a,

Starting point is 00:27:19 well, a purposeful blueper reel that people tend to enjoy. Those client testimonials are absolutely, absolutely powerful for you. And that really gives them authentic of who you are as an individual. Those tips, it doesn't have to be something where you've got to think of them. Be inspired by what's around you. If you go into a hardware store, a paint shop, electrician, if there's a plumber on site, maybe somebody doing security, just ask them what they're doing and do a quick little video on all of that.

Starting point is 00:27:48 And at the end, you don't need expensive equipment. you've got a mobile phone. That mobile phone is absolutely perfect. We've actually come to see that majority of the actual views are actually viewed on a mobile phone. So you can actually take your mobile phone, as long as it's got a decent camera inside of it, make sure audio is crystal clear. So if you have to invest in anything, you can invest into a little audio. It plugs into your mobile device, little lapel mic, so that you can actually hear each other and actually just go with it and actually do it. Don't worry about doing any form of extreme post-editing. All you typically do, and what I do with all my videos, I always have a little intro in the

Starting point is 00:28:36 beginning, I have a moment of silence, just so I know where to cut it. I then do that particular video, and then at the end, I'll do another moment of silence before I start saying, right, let me go and pinch and close it off. And all you're going to do is if you're using on your phone, there's a lot of apps that you can just cut the end, cut the beginning, so that you just have that clear, upload it,

Starting point is 00:28:59 create some form of a barge that will actually get people to read so that they will be enticed. It does create a bit of a hook. And that's going to allow you to start posting videos. So I have a challenge for you. And this particular challenge is, I want you just to pick, one idea that I may have shared today, one video concept. I want you to do it and I want

Starting point is 00:29:25 you to post it. If you've never done it before, make this your first of many. If you've done many before, well, just make this the next one in your series. But just go ahead and just do one recording and post it. The response is what's going to get you that excitement to do more and more and more. You will increase your engagements and ultimately you're going to find that you're going to start to stand out. People will start to recognize you. People will start to say, hey, I want to follow you. Hey, I want to use you as the next agent on my property. And by just doing it, well, you're going to get it done. So that was elite mastermind. I wanted to talk about doing videos. And really, it's not about perfection, studio quality. It's about just doing the simple basics, getting it out there. People

Starting point is 00:30:23 actually love it. They enjoy it. And as you're going through, you will find that you will naturally start to become more comfortable with this particular process. But the only way that you can do that is just to do that very first one. So take that challenge. Go ahead. And I'm looking forward to seeing those particular ones. And if you've actually done it, well, there's a chap that. there's the comments, just put your link down there so that more people can actually go out and see it as well. So from myself, Stuart, this was another elite mastermind session that really just broke it down and hopefully simplified it in a way that maybe you haven't heard before because there are so many videos out there that teach you how to do things. But I want to do it from an authentic, from myself,

Starting point is 00:31:06 and really a couple of keywords, and that's how we go for it. So use this as an example of how you can actually just go out there and do it.

KGCI: Real Estate on Air - Video Marketing & Storytelling How to Stand Out with Powerful Content

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