Photo credit: AJ Canaria
Led by The Broke Agent himself, the “Content that Converts” session at BAM Mania featured five leaders in the real estate marketing space, all of whom shared examples of videos that are converting right now. And by “convert,” we mean this content—
- Gets leads
- Grows your email list
- Builds credibility with your audience
- Turns viewers into clients
One by one, each panel member shared content that has converted well for them. From there, they broke down the process behind it and the results they’ve gotten from it.
Enjoy the highlights below, and take a moment to enjoy the embedded video for each of our panelists.
5 Examples of Content that Converts
#1—Lindsey Jo: Door Hanger Video
Lindsey Jo’s video started with an invitation to the viewer to “Come along with me as I get ready for my open house.”
From there, she tells the viewer she started her morning by cutting out 40 door hangers for the neighborhood.
Here are some of the details Lindsey shared that made it convert so well:
- Beautifully-designed door hangers
- Relatable personal details (tattoo regret and “aggressive” eye bags)
- Images of the Kona Ice truck Lindsey rented for the event
- Details on the ManyChat set up on Lindsey’s Instagram
- Signage—specifically a large, colorful open house sign from Card My Yard
Another helpful detail in the post is the clear breakdown of the costs involved, from the door hangers to the Kona ice truck to the signage. All told, Lindsey spent $425, but the results made that expense worthwhile.
Despite her doubts before setting the post live, it ended up being her most viewed and shared reel.
This got me a million dollar listing just from [one of ] the door hangers I put out.
The Broke Agent shared one final takeaway for the audience to keep in mind:
I think a good lesson to take away from this is whenever you’re out and about—whether it’s your open house, you’re at a restaurant, a coffee shop—taking b-roll footage and then allowing yourself to relay that down the road where you can do voiceover content, so you have a bunch of content banked up.
#2—Marie Lee: “Here’s how we helped our buyers…”
Speaking directly to the audience, Marie Lee starts with a reminder that it’s the agent’s job to find homes for their buyer clients. Then comes the hook:
“Here’s how we helped our buyers buy their first home in a top-rated school district with zero competition.”
Marie credited two people for the inspiration behind the reel:
- Jason Cassity—specifically his focus on buyer needs
- Sharran Srivatsaa (President of Real)—for his “I have a buyer” templates, which Marie used when creating the letters for her off-market search
In the reel, she shows exactly what she did for her buyer clients, starting with the stack of 100+ letters detailing everything her buyers needed and sharing results in the captions as her background images changed to match each stage.
She takes the viewer stage by stage, right up to the closing table and the key to the front door.
The results of her efforts:
We got them two different homes that were candidates and ended up closing on one property that was under their budget and hit all the boxes. So, that led to one closing that led to one listing appointment and then a property that is in escrow right now as we speak.
#3—Katie Lucie: Nailing the Client Avatar
As a Jupiter, Florida native, Katie Lucie knows her market and prides herself on getting wins for her seller clients. And her Instagram videos definitely play into that.
This post, featured in the panel, has Katie starting her listing video with a hook that calls out her “buyer avatar,” based on exactly the kind of buyer who would be interested in the property she’s about to reveal.
“If you dream of a big backyard for your kids but you’re on more of an apartment-sized budget, then this one is for you.”
Katie credits Krys Benyamein for inspiration, remarking on how he breaks down the real cost of buying a particular home. Katie does the same early on, sharing monthly payment estimates for the property based on the size of the down payment.
The Broke Agent remarked on the setting changes throughout the reel, starting with Katie and moving to different scenes of the property, including an aerial view, the home’s interior, play areas for kids, and other outdoor scenery.
#4—Jason Cassity: “I have a buyer”
Jason Cassity described three Instagram posts, starting with his famous “I have a buyer” reel.
He starts the video off with, “If you’re seeing this, it’s on purpose….” which is a brilliant way to grab a viewer’s attention. Those who aren’t interested will scroll past, but the purpose of Jason’s video is not to rack up likes; it’s to capture the attention of—
- Homeowners in a particular area looking to sell off-market
- Listing agents in that area looking for buyers
The next words, “I have a buyer,” are exactly what those two types of viewers want to hear. And Jason makes it personal by sharing the names of his buyers, along with some details on what they’re looking for and what they’re willing to pay for it.
It’s a winning recipe, which is why Jason has used it more than once.
#5—The Broke Agent: Stories that Convert
He may not be an active real estate agent, but The Broke Agent has been helping real estate content creators dominate their markets on Instagram with a steady flow of content that converts.
Before we get too much further, let’s get clear on the kind of “conversion” we’re aiming for. We’re not talking about racking up thousands of likes and shares. Though that can certainly be gratifying, the conversion we’re talking about here is more meaningful—and more likely to actually grow your brand and your business.
Instagram Stories is another tool agents can use to reach their ideal audience. So, it makes sense that The Broke Agent would share a couple of examples of Stories that convert.
We’ll focus on the first one, which he describes here:
Any time you post something on an Instagram Story and you’re trying to get attention to something, do Create mode, black background…not lots of text, but you want to call out the exact avatar, like Katie’s video, that you’re looking to interact with your story…Every time I do this, I get more engagement on my Stories than ever before.
If you ever want to get more engagement on your Instagram Stories, delete everything from 24 hours previously and just have one call to action on your Instagram.
The “Content that Converts” session wasn’t just about creating more videos—it was about crafting content that connects with your audience and moves the needs for your business. Which will you test out first?
Interested in attending BAM Mania next year? Drop your email and you’ll be the first to know.
