How To Make Real Estate Videos That Matter

The real estate industry is filled with content creators. That has been the big thing for the last few years. And I just want to ask, who cares? Like genuinely, who cares about what you have to say? My name is Chance Brown. I'm the broker owner of CB&A Realtors, and I make video content like this because I'm passionate about helping Realtors build great businesses. And that is the point of view that we bring to these videos. And it's a very deliberate point of view. When we first started making these videos, this was our point of view. We wanted to talk directly to agents about helping them build businesses in practical ways using simple to implement techniques. So many times now I see content out there that is let me chase the latest Tik Tok trend or this or that. I'm not trying to discourage anybody from content creation. The question is who cares? Like do you know your audience? Do you know what they look like? Is your content headed in a direction or are you doing it just to have views? Because if you're not converting on the views, like who gives a [ __ ] What's the point? We have been doing a fiveweek class at the side of our brokerage called Who Cares? And the point is, can we create content that hits home with our desired target market? Can we create content that drives conversion? And once we convert, have we created systems using content that are going to help enhance the experience for the client? It's not a class on, you know, how to make a video.

Anybody can take one of those anywhere. It's how do we discover our unique point of view? How do we deliver the message in a way that matters? Particularly, how do we storytell around it? So, here's a client, they had a problem, here's a solution, we provided, here's the happy ending. So, if you think about it from a fairy tale standpoint, it's once upon a time, evil stepmother, happily ever after. We want in the end there to be a feeling around our brand. We want people to feel a certain way when they think about our brand like these people are really dedicated professionals or this feels like luxury or this feels like somebody I want to do business with or maybe have a beer with or in the case of these videos this seems like somebody that maybe I want to have be my broker because I'm not going to sit here and tell you that I'm not trying to recruit by making these videos. If you find value in these and you think, "Hey, I could get better value at CB&A." Cool.

We'd love to have a conversation with you. That's the point. So, do you have a point of view? Can you connect that with an audience and will it convert? When we look at this, we look at it from a few different places. Know who we are. Be authentic to that. Know what we want. Super important. Know who our clients are and know what they want, too. And that takes asking questions. Like, you have to do real research. If you were to go to an advertising agency, their marketing department is really a research department. It's not the people that come up with slogans and jingles and ads. That's creative. Marketing is really the research department. And so, we have to know who the clients are, what they want. We have to ask them that. We have to know how to deliver the story that resonates with that person. Because here's the truth. If there's a person out there and they hear the story that you tell and they picture themselves in that story, you've got them. You've got them hooked.