Before I start, this is not a spelling error and I wasn’t supposed to type ‘blogging’! (Even though the V and B are neighbours on the keyboard).
Now you have stopped looking at your keyboard to check the keys, the term vlogging derives from using videos as a form of keeping your audience up to date with various content on a regular basis. We all know that blogging is an important strategy for your estate agency but now vlogging is becoming a front runner for reaching more people and keeping them interested in who you are and what you can offer.
Should we forget about writing blogs?
This is a question I can hear you asking and the answer is a quick and simple, NO!
In marketing, it is important to investigate and implement various activities and see how these can work for you and fit together to formulate a marketing strategy. Let’s be honest, all marketing activities for estate agents should have two goals.
- To raise the brand awareness of your agency
- To win more valuation leads
Blog writing is a great way to keep the content on your website fresh, encouraging Google to regularly index your pages which, in turn, should help you rank higher on the search results. So, keep doing it as there are longer term benefits for your business to consider here.
What estate agents can vlog about
Where do you start? Please don’t go out and spend thousands of pounds of a new camera and start restructuring your office to create a studio. Your smart phone is likely to have a suitable camera that you can use. However, it may be worth buying a tripod to mount your device first to ensure you do not rely upon your colleague with a steady hand. We have all seen a video where the screen keeps moving and you do not want your viewers to remember this rather than watching and listening you!
One piece of advice is to maybe carry out your vlog in front of your company logo on the wall in your office – this is all about brand awareness.
There are many subjects you could you use for vlogging and the best place to start is the property industry. How are house prices or rental rentals performing in your area? Tell people things that are interesting and what people really need. They need to see that your agency is run by human beings as people relate to videos from real people!
You may even start to talk about what makes you different from your competitors, talk about your services or fee structures and maybe even discuss case studies or testimonials you have received. The idea is to not sit there and brag about you better the best agent in your area. Let your viewers decide for themselves.
You do not need to be a trained TV presenter to do this. If you feel comfortable talking in front of a camera then you will have an advantage, but practice makes perfect so don’t be afraid to do several takes. Remember, you are only human and people (your potential vendors and landlords) are more likely to relate to you if they can see a natural side to you and your business.
Just remember to keep your subjects on point and ensure that they are not too long. Ideal length is no longer than 4-5 minutes. Keep it educational, interesting and relevant. Don’t waffle. Try not to read from a script and the best bit of advice is to just simply be yourself. Remember, people buy from people!
Here are three subjects to get you started:
- How have the property prices in [your town] changed in the last 12 months?
- How Landlords can maximise their rental income
- What are the recent legislative changes in the letting industry?
- 5 reasons to use [your company name] to sell your property for the best price.
Hope these ideas are useful and don’t forget, this is your time to show your potential clients that you are agent they should trust with their biggest asset.
If you have created your first vlog then make a start planning your second one then third etc. If you can produce a regular video, people will be expecting to see it and this can only help your brand awareness.
In more recent years, and various studies show, people are more likely to sit and watch a short video than sit and read 500-600 words of content on a blog post. (I just hope you have got this far in this article!!)
Vlogs catch peoples eye and are easy to watch and if you keep the content of the vlogs interesting and educational, you are likely to gain more traction and reach more people.
There is also another great reason for vlogging. The chances are that your competitors are not doing it so this can put you ahead of the ‘how to best promote yourself’ leader board amongst your agency peers. In this instance, you could be a trend setting and with the right approach you could easily stand out angst your competitors. You can almost someone saying it now “Did you see that video blog that Joe Bloggs’ estate agents did last week talking about house prices?”
Three very good reasons to vlog
There are many reasons why you should look at embracing the world of vlogging but here I have selected what I would say are three of the best.
- It is a great way to show your authority in the estate agency industry. Potential vendors and landlords are more likely to be impressed with your knowledge thus leading to potential instructions.
- It is relatively free. Apart from the cost of a tripod there are very little costs apart from your time but hopefully you will agree, this will be a good use of your time.
- You can use on all your digital marketing activities including social media, email marketing and much more.
How you can use your vlogs to great effect
Creating the video blog is the hard part because it may take some time and a little ‘getting used to’ but once you have the finished vlog you need to know what to do with it.
The more you promote it, the more ‘reach’ you are likely to gain thus more chances of increasing your brand awareness and winning instructions. (Reach is a popular marketing word for being more visible to people in case you were wondering)
First things first, create a YouTube channel. Sign up for a Google account and create your channel. This is very straight forward and can be created in minutes. This is now the home for your vlog and all future videos you create.
You can then add this to your blog/news section of the website by embedding the YouTube video code into the post. If I have lost you at this point then do not worry. Your web developer will know how. In the past, I have also seen videos used on the homepages of websites so it is easier to find for your visitor. Personally, if I was still in estate agency, I would have a dedicated section of the website for vlogging.
Social media is a great way to promote your vlogs but don’t just post it the once (keep posting it every few days and pin it to the top of your pages) and please write a short paragraph introducing the vlog so that people know what to expect. You can even use Facebook ads to target a demographic. If you would like to know more about this, you can speak to Growth Track here who can help you get started.
Email marketing is very popular and always has been. Your vlogs could also be embedded into your newsletter. This is another way to reach your audience who have registered on your mailing list. If you don’t have a database of email addresses then there is no time like the present to start building this list. Remember, your client already knows who you are but it doesn’t hurt reminding.
Did you know that you even add your vlog link to your email signature? Bearing in mind that the average negotiator sends 20,000 emails a year, you have a great resource at your fingertips.
Hopefully this article has given you a better insight into how to use vlogging to great effect. However, at some point you may have wondered why I haven’t turned this article into a vlog, don’t worry – it is already on my plan to do this again in the future.
Until the next time….