How to Use Video Marketing to Drive Sales

Welcome to Real Estate Business Builders. I'm your host, Lars Hedenborg, the founder of Real Estate B School. Bottom line, the real estate industry has failed to create a clear path to financial freedom. Traditional brokerages and coaching are designed to keep you running on the transaction treadmill with no exit strategy. While I didn't have any sales, marketing or business building experience when I got into real estate, I was willing to bet on myself and figure it out because my family was depending. Having served over 5,000 families with their real estate needs, I've made every mistake you could possibly make in this business. Through Real Estate B School, I've helped hundreds of agents and team leaders realize their goal of true time and money, freedom and living a life without regrets. If you know there's another level of growth inside of you and you want to learn how to build a highly lucrative lifestyle business, then you're in the right place. You won't find any fluff or hype here on this show. Just real world tools, systems and strategies that work. Let's grow together.

What's up, Real Estate Business Builders? Welcome to another edition of the podcast. Today we're going to have a chat about how to use video to grow your real estate business. So using video marketing to drive sales. We all know that video works, yet I would say probably a good 90% of real estate agents are scared of the camera. They're not using video at a high level in their business. I also gave away, I did this training earlier in the week in our free Facebook group, Real Estate Business Builders. If you're not in that Facebook group, jump over there. I gave a 31 and done challenge where I had marked out 31 days of topics that you could do Facebook lives on that are fun, easy to approach, they'll help you gain confidence with video so you ultimately can drive sales in your real estate business. So the guiding question I have is as I frame up the conversation about using video I've been at the video game for. I started using in my real estate business back in, I don't know, like maybe 2009, you know, so my second full year in the business. And so the challenge I have for you because I see how well it works in, you know, in terms of getting additional sales. And the question you need to ask yourself is, am I using video to its fullest to drive every aspect of my business from lead gen to lead conversion to client care, all, all of it. Video has to be integrated in all of your business. That is the day we're living in, the day and age we're living in. Quick quote from Gary V. Who I don't love everything about his hashtag rising grind sort of mentality. But he says no matter what you do, your job is to tell your story. And we do that with video. So the reason why I'm so passionate about this topic, it's not because I've you know, mastered YouTube or you know, I'm like, I don't know, I'm not like the best on video, but I know that even somebody who's I'm super introverted. I've used video at like the highest level in multiple business businesses in every aspect, aspect of, of those businesses. And I know that I wouldn't be as successful financially and with as much time freedom as I have if it wasn't for this. So the power of video is un deniable. It is 100% here to stay. And there's all these social stats that businesses when you know, they're, what's the word for it? All these surveys around like the thing that is driving you most in your business, all of businesses are saying that, you know, video marketing, whether it's a video on your homepage or using you know, like a bombbomb or loom to communicate with clients or prospects, or whether it's launching a YouTube channel, it helps increase traffic, it helps, you know, generate leads, increase sales, increase your brand awareness. It has a slam dunk roi. But the reason for not using video marketing, you know, marketers claim, and real estate agents claim that they don't have the time, they don't know where to begin. They, they don't feel the need for video marketing. They think it's too expensive, they don't know how to calculate the return on investment or ROI of video marketing. So we want to get you guys past that and just realize that it is good for business. When you look at maybe you haven't seen me present, there's a graphic that I go to a lot. It's a five step process and the top of the funnel is lead generation. And then there's you know, meaningful conversations, appointments set, appointments met, new new clients, signed, clients closed, and then your clients for life program. That's like a seven point process. That's the game we're playing in real estate. Video helps in every one of those seven points, right? So whether it's top of funnel, lead generation or your clients for life program and everything in between, video will help you take your business to a completely different level. And the thing you have to realize, and this is what Most agents who aren't in the game of using video in their business is that people just want you to be authentic so you don't have to be anyone different than who you already are. And I'll go through some of the tactics in terms of what you should know, but just know that there are people out there that will just want to hear from you in the way that you already show up. The quirkiness, the sense of humor, the dryness, the sarcastic version of you. However you are, that's the way that we're going to want to help you show up on video. So in terms of, you know, what you really need to know about video is that it is a time multiplier. So there's not many things in business that you can put an hour into turn that hour into 20, 30, 50 hours, right? Recording one video, whether it's in client care or to help in lead conversion or lead generation, or for your homepage on your website, or it's starting a YouTube channel and starting to put out videos on a YouTube channel. One hours. So say you record a 10 minute video and there's 50 minutes of sort of pre and post production effort that goes into it. That one hour can turn into 50 hours, like a 50x100x1000x multiplier. You know, when you really consider what, what video can do. And so that's the first thing is that you really need to believe because it's already proven that this is a time multiplier. You can turn an hour into a hundred x multiplier. The second thing that I want you to know is that we have to. I kind of mentioned it a little bit, but the attractive character, the market, your clients or leads, they're not needing you to be anyone different than who you already are. And that is just an authentic version of yourself. We're only asking you to hit record and be yourself and be the real version of yourself. The, the most attractive characters online now are not, in my opinion, they're not folks that are like, hey, what's going on? I've got this Lambo behind me and you know, I'm at this nice house and I've figured out all this stuff. It's like, hey, listen, here's how I have failed, you know, as a parent. Yes, I'm a real estate agent, but I had a monumental flop as a parent today and I wanted to share it with you. Right? That's the attractive character that we're looking for. And one thing you have to know is that most agents this is my third point here. Most agents will come at this game of video with this really good book by Gary Vee called jab, jab, jab, right hook. Or I think it might be just jab, jab, jab. Either way, the right hook is asking them to do something. The jabs are valuable content. So really, when it comes to video, you're not going to come out. And every video is about like, okay, I just took this listing. And if you want to sell your home, go to like, larshomeval.com that's right hook. Right hook, right hook, right hook, right hook. People don't want to see that. You know, they want to see, like, okay, there's five things, categories that you talk about. One is your family. One is maybe you're into fitness. One is maybe you're into crypto. You know, one is maybe you're in, you've got a dog that you do fun things with. And then one is real estate. So it's not that everything is going to be about. Around real estate. You're going to become the attractive character by just getting in front of them in a very authentic kind of way. And then every once in a while you're going to say, hey, guys, I just took a listing at 123 Main Street. You know, this multiple offers in the first weekend. I can't tell you what it went under contract for, but it have a home to sell. Let's talk about it. Right? That's the right hook. So. And then I kind of mentioned it a little bit. The next point that I want to cover is that you really nest you. You need to embrace your imperfections and whatever is quirky and funny and odd about you. Don't try to cover those things up and think that you need to be like a pro video person. And, you know, you can't make any mistakes. You can say, you can say like, what was that thing called, like, just a second ago? I, I paused. I couldn't think of the word. And I'm like, man, what is that word? You know, on video? You don't cut that part out. People just see, say that, okay, they say, they, you know, say so, you know, so, you know, like a lot of people, when they're nervous, they say these things that it's okay. Just keep saying those things. There's no reason to do anything differently and just embrace the imperfection. I had this really funny story. My wife has this obsession. Well, first of all, I fall asleep on airplanes. And when I fall asleep on airplanes, I fall asleep and it doesn't look great. My mouth is open, my head is back, and it's just really not great. My wife, the first time she took a picture of me, I was wearing this shirt that said, I can literally read it to you. It said, I never dreamed I'd grow up to be the world's hottest husband, but here I am crushing it, and I am passed out with my mouth open, not looking like the world's hottest husband. When she took it, guys, I was mortified. I said, do not share that with anyone. In my mind, I'm like, you're gonna share that on Facebook. You know what the crazy thing is, is that once I realized really, that people just want to see who you really are, I use that photo and you can actually go to my personal Facebook. A couple years ago, I posted a collage of these mouth open, sleeping on airplanes photos that my wife takes. Once I realized that people just want to know that you look not so hot, quote, unquote, from time to time. Um, and that, like, you're willing to bear your soul. I used that photo for a, like, the image of probably one of my most successful Facebook ad campaigns. You know, I forget what the copy was, but people were like, what the heck is this? I've got to see more. So just know that people are dying to see you, you know, in your authentic way. And then I think I mentioned it before, but the last thing I will say here, that you just need to hit record. You can't overthink it. I highly recommend you go into real estate Business builders, the free Facebook group. Grab that 31 and done challenge and then just commit to doing 31 Facebook lives every day for 31 days just to build the muscle around this. And then also think of, like, how else can I integrate video into my business? Could I do a monthly market update on video Facebook Live? Could I, you know, communicate either via Bombbomb or loom with my clients, you know, via either text or email? And loom is awesome. So is Bombbomb. They both integrate with video really well. Can I send out valuable content via video? Right. What are the things you can do to be able to integrate video in your business knowing that it is really, really important? One thing I will say is that a lot of people get stuck on the technology. Do not get stuck on the technology. You have what you need in your cell phone. With a simple cell phone, I use the rode Smart Lab plus, so it's R o D E lavalier L A B A L I E R Smart Lab. Plus it's like a dollar sixty. It plugs into my iPhone when I'm traveling. I use that when I'm, when I'm at home. I've got a little bit more complicated setup. But you can record your first hundred, 500 videos just using your smartphone. Get a simple like iPhone. You know, try that tripod but something to hold it and you can put it on cinematic. It'll blur out the background and it looks pro level. So do not let the technology get the best of you. That will get in the way of you doing it. So stop procrastinating. When it comes to this stuff, there's one quick story. Seinfeld. It's called the Seinfeld Strategy. And that's there's actually a really good article on James Clear. If you look up James Clear Seinfeld strategy, he will lay out how to stop procrastinating by using Essentially you don't want to break the chain. That's the whole thing. You want it. When you want to instill a habit around video marketing, just commit to doing it daily and not break the chain. Right? You don't have to think about the 31 days. You just have to think about not breaking the chain. So every day, once a day, you're going to do a two to five minute Facebook live just to build this muscle, right? Really, really important. And then of course I can get into ChatGPT and the endless ideas with AI. I will reserve that for the training I do in the Facebook group. So much love, much respect. You guys know I don't have anything to sell you. If you ever want to have a conversation about your real estate business and what it looks like to grow and scale that business 2, 3, 4, 10x the amount of money you take home while decreasing your hours, just go to rebs growthassessment.com and book in for a free business growth assessment. Much love, much respect. We'll talk to you soon. Be good.

Thanks for listening. Would you please take a minute to share the show with other agents who may be struggling? And if you love the podcast, please leave us a five star review on Apple Podcasts or your favorite podcast platform. And make sure you visit ScaleOrDiebook.com to get a free copy of my book. It's a nuts and bolts guide to building a real estate business that gives you true time and money freedom so that you can live your life without regrets. Thanks again and see you on the next episode.