As a realtor, did you know that 9 out of 10 home buyers today rely on the internet as one of their primary research sources?
And studies show that many of those home buyers are watching real estate videos to help in their decision-making process. Here’s a breakdown of the specific information they’re looking for:
Maybe you already know how effective video can be for real estate agents. You might even have a YouTube channel that showcases the homes you’re selling.
But are you using Facebook Live Video to reach your real estate customers?
If not, you’re missing out on a huge opportunity to establish yourself as an expert and attract home buyers and sellers. People spend 3x longer watching videos that are live compared to videos that have been pre-recorded, and you should take advantage of that.
Here are a few other reasons you should use Facebook Live Video as a realtor:
- Facebook recently updated its news feed algorithm to give Facebook Live Videos major preferential treatment, which means there’s a better chance people will see your live videos than your other content.
- Facebook Live Videos stay on your Facebook page so followers who miss the live broadcasts can easily view them later.
- You can pin a Live Video to the top of your Facebook page, and that video could be a featured property overview, a client testimonial, or something else that helps you win more business.
On top of that, when you start recording a Facebook Live Video, Facebook immediately notifies everyone who “likes” your page. That means there’s a good chance you’ll get plenty of eyes on your live broadcast!
And if you’re a fan of Facebook ads, you’ll be happy to learn that you can amplify your Facebook Live Videos via ads to bring even more exposure to your business (A related post here on Facebook Ads For Real Estate Agents).
If so, keep reading. By the time you’re finished with this post, you’ll know how to start using Facebook Live Video and execute a marketing strategy that establishes you as a real estate expert, attracts interest in your realtor services and properties, and helps you win more business.
How to Get Started Using Facebook Live Video
As long as you have a Facebook page and a smartphone, you can start using Facebook Live Video right away. Simply open up the Facebook app on your phone, navigate to your Facebook page, and tap “Publish” near the top of the page.
Then, you’ll see these options at the bottom of your screen:
Tap “Live Video,” and allow Facebook to access to your microphone if you haven’t already.
After that, Facebook will give you the option to change your privacy settings and describe your live video so people know what it’s about.
All that’s left to do next is tap the “Go Live” button and get started!
Worried that your video equipment isn’t good enough?
The great thing about Facebook Live Video is that you don’t need fancy equipment to get engagement and reach your target audience.
All you really need is your smartphone, a strong WiFi signal, and some decent lighting. You can improve the lighting for your video by using natural light (open up a window and face it!), or a phone case with built-in lighting. If you’re sitting in one place during the broadcast, also consider buying a tripod for your phone.
You may want to outline the points you plan to discuss in your video too. If you do this, keep the outline in front of you as you talk so you can stay on track and remember each key point.
Here are a few more things to do before you broadcast:
- Get ready to monitor and respond to comments. When you go live, people will be able to leave comments on your broadcast. Make sure you answer their questions and address their concerns in your video.
- Write an enticing description. The description should let your followers know what to expect from the video and why they should watch it. Just a few words can mean the difference between no viewers and tons of viewers!
- Promote the broadcast. If you can build hype and anticipation around your Live Videos, you’ll get much more engagement and better results.
But remember, the whole purpose of Facebook Live Video is to give your followers an authentic, behind-the-scenes look at your business. Don’t get too caught up in creating a perfectly produced video – just focus on sharing something valuable with your followers.
Now that you know how easy it is to get started, let’s talk about 6 ways you can use Facebook Live Video to drive results.
1. Virtual open houses
Let’s face it – not everyone has time to attend a traditional open house. Even those who do may be reluctant to drive out to the location without learning more about the home first – especially if they live far from it.
Holding a virtual open house is a great way to combat this issue. By sharing a live video where you walk through the house you’re selling and talk about its features, you allow interested buyers to take a tour of the home without ever actually setting foot in it.
While you’re showing off the house, make sure you encourage people to ask questions in the comments section of the video. You can answer their questions and address any concerns live, which may make them more likely to buy the home.
2. Client testimonials
Research shows that 88% of consumers trust online reviews just as much as personal recommendations from friends and family members. On top of that, client testimonials have the highest effectiveness rating for all types of content marketing.
With those statistics in mind, it’s easy to understand how client testimonials could work wonders for any real estate agent.
But you don’t want just any testimonials – you want the most effective testimonials possible. Since 65% of your audience are visual learners, video testimonials are your best bet. Here’s how to make the most of them:
- Keep it short. According to the data presented in the chart below, most people think that the ideal length of a customer testimonial video is 30 seconds or less. You can make yours longer if necessary, but try to keep it under one minute if possible.
- Guide the client, but don’t use a script. If you have the client read from a script word-for-word, their testimonial will seem less trustworthy. Let the client know what points to mention (the benefits of working with you), but encourage them put it in their own words.
- Don’t forget the hook. The point here is to catch the viewer’s attention immediately. That way, they’ll stick around to watch the rest of the video.
Also, make sure every video you put out is high-quality. Even on a shoestring budget, you can use lighting and angles to your advantage!
3. Local sightseeing
Location is a major factor to home buyers when they’re deciding which house is right for them. Everyone wants to live somewhere that will allow them to have a short commute to work/school and easy access to appealing attractions.
That’s why it’s so important for realtors to use Facebook Live Video to tell a story about the location of the home they’re selling. If you can get people to buy into the location, it’ll be much easier for you to get them to buy into the house too.
So, let’s talk about exactly how you can make this strategy work. Here are a few examples of places you could live stream from:
- Popular local bars and restaurants – Have a meal, and live stream the experiences. If you positively review the food and the environment, you’ll build hype around the location.
- Tourist attractions – If the home you’re selling is near one of these, you can talk about it to get them excited about the home’s location.
- Shopping centers – Everyone wants easy access to the places they need to visit regularly. If the home you’re selling is conveniently close to a grocery store like Whole Foods, consider live streaming as you walk through the store.
Remember, for this strategy to be effective, you need to consider your target audience and what they’re looking for in a location. For example, a family of four will likely have different needs than a few college-age roommates. Figure out what your target audience wants most in a location, and if the home you’re selling can offer them that, be sure to mention it when you go live on Facebook.
4. Neighborhood tours
This tactic is similar to local sightseeing in that it allows you to show potential home buyers what it might be like to live in the area.
But don’t limit yourself to just driving around and showing what the nearby homes look like. If the neighborhood offers attractive amenities like parks and shopping centers within walking distance, be sure to showcase those amenities when you stream live to Facebook. The quality of a neighborhood can be a major factor home buyers consider when making a purchasing decision.
5. Real estate tips
Put yourself in a home buyer’s shoes for a second. Would you feel more comfortable working with a real estate agent you knew was an expert or one who you didn’t know much about?
Obviously, you’d want the expert.
The home buyers and sellers you want to work with feel the same. And what better way to showcase your real estate expertise than to regularly share real estate tips via Facebook Live Video?
Here are a few ideas to help you get started:
- Talk about how home sellers can stage their homes in a way that will help them sell faster.
- Talk about what home buyers can do to financially prepare for securing a mortgage.
- Share your best house-hunting advice and talk about what to look for in a home/neighborhood.
Because this tactic positions you as the go-to real estate agent in your area, it can easily help you expand your reach and attract more business.
6. Q&A sessions
Like sharing real estate tips, hosting a Q&A session helps you win more business by positioning you as a helpful expert.
While general Q&A sessions are effective, consider holding sessions about specific topics too. For example, you could devote one session to answering questions about buying a home and devote a separate session to answering questions about selling a home. That way, you’re tailoring each session to a specific audience so you can hold their attention.
Make sure you’ve built up a following (even a small one!) before you try this, and let your followers know exactly when they can expect you to go live ahead of time. Otherwise, you could end up live streaming with no one asking questions!
Over to you!
Do some digging online, and you’ll notice that there aren’t many examples of real estate agents using Facebook Live Video right now. In fact, only 14% of marketers are using live video – all the more reason for you to take advantage of the opportunity and be an early adopter with first mover advantage!
Make no mistake – Facebook Live Video can help you win more business if you do it right.
Well-known marketer Gary Vaynerchuk wrote an entire article about how live video is the next big thing for real estate agents and marketers in general. And Mike Stelzner, CEO of Social Media Examiner, recently said, “Live video is the future of marketing – live video is hot.”
Don’t miss out on this chance to get a head start on your competition. According to Social Media Examiner, 76% of marketers plan to increase their use of YouTube and video marketing in 2016, and you definitely want to be one of those marketers.
So, tell me in the comments section below – do you currently use Facebook live video to engage your audience? If not, will you plan to use it soon?