Video helps conversion. And if you’re not using video in your business—whether it’s direct-to-consumer videos or one-to-many videos—you’re missing out on an opportunity.
Today, I’m sharing the six biggest mistakes people make when they start filming video content for their real estate business.
Make sure you watch until the end—because the sixth reason is the main reason people don’t sell more houses.
Mistake #1—Starting the video with, “Hey, everybody…!”
How long would you stick around if I started my videos with, “Hey, everybody, it’s Tom Toole here. How are you?”?
This is one of the worst things you can do. Unless your audience knows you and they trust you to deliver the goods as efficiently as possible after that introduction, they will close the tab and never come back.
You grab consumers’ attention in the first seven seconds. If they’re watching your video, they probably already know who you are, or they’re watching because the title of your video piqued their interest.
If it’s the title or thumbnail that got their attention, that’s what they want to hear about. And they want to hear it right from your first sentence.
If you’re sending a one-to-one consumer video (“Hey, Nick, following up as promised…”) and getting right into your message, that will work really well. That’s a little different.
But in one-to-many videos, if you’re spending those first few seconds telling everyone, “Hey! It’s me! Hello!” you’ve already lost them.
Stop doing that and start with a strong hook—something that’s going to get people’s attention and hold onto it.
Mistake #2—Not having clear talking points
If you don’t have three or four things you want to say in the video (more than that is okay, too, depending on whether your video is long-form or short-form), you’re going to lose people.
If you don’t have clear talking points, and you’re talking in circles the entire time, just think about that conversation in person. That’s what you’re doing on the video.
So, I would spend time preparing and thinking about the points you want to cover so you’re getting a clear message across to your intended audience.
A little prep work goes a long way when you’re filming video, just as it goes a long way when you’re making a presentation. That’s exactly what making a video is: you’re making a presentation to the camera to get in front of your intended audience.
Mistake #3—Poor audio quality
I have a great studio and a great asset on our team who has been doing our video for a long time. That said, you don’t need a top-of-the-line studio to make video.
What you need is your phone (preferably an iPhone). And you want to make sure the sound is going to be right. A $5 or $10 lav mic that you connect to the phone to make sure your words come through clearly will really help.
When your words sound muffled, it’s windy, or people can’t make out what you’re saying, it’s going to hurt your engagement. And viewers are more likely to bail in 30 seconds or less.
Mistake #4—Bad lighting
If you’re staring with the sun behind you, and it blurs you while you’re walking around outside, that’s not going to be a great way to shoot video.
Or if you’ve got the mini blind shades on your face because of the sun coming in and creating shadows, that’s not a good look, either.
A $20 ring light goes a long way when it comes to investments you can make in the quality of your videos. You can stand it up in front of you and put your phone right in the middle to ensure you have great lighting.
You also want to use the camera on the back of your phone—not the one in front.
Mistake #5—Not looking at the camera (i.e., your audience)
Imagine I’m filming a video about this, and I’m looking off to the side at a script I have on the wall, and you can tell I’m just reading it verbatim.
I guarantee you will look like an idiot if you do this. You want to engage and make eye contact. These are basics when it comes to presentations you want to carry over to video.
Mistake #6—Not following up over the phone
This is the biggest mistake people make, and it’s probably the most important one: not following up over the phone and engaging in a two-way conversation with your intended audience.
If you think posting a video on social media is going to get you 50 “Come list me” calls. I’ve got some bad news for you.
Follow up with the people you send the video to. You can do this when you send:
- A pre-appointment video
- A video about what’s happening in the market
- A video to your direct email list
You have to call the people that you’re sending this content to in order to engage with them and move them down the sales funnel.
That’s the dirty secret about video. Most people are watching silently. They’re not going to engage with you. But when you follow up, they’re like, “Hey, I watch your stuff all the time.” That’s great! Keep the content coming.
Then, as follow-up, you’ve got to have a sales conversation or a client conversation with them. I cannot stress this enough.
So if you want to do more video, the tactical stuff is one through five on this list. But whatever you do, don’t make the mistake of waiting by the phone once you send the video out.
That approach will get you zero conversion. All the work you did to film the video, all the work to wow your intended audience and become a household name, is wasted.
Because you haven’t done the thing we’re supposed to do in this business—which is talk to people, set appointments, and ultimately sell them a house.