If you consume enough content or attend enough industry conferences, you start hearing the same phrases over and over again.
“AI won’t replace real estate agents, but agents who use AI will replace those who don’t.”
“Be authentic.”
“Just be you.”
“Done is better than perfect.”
These are easy, cheap lines you’ll hear on a social media panel that get nods and applause from the audience because they sound good and make everyone feel good.
The latest one I want to tackle is the room analogy.
Specifically, when someone says,
“Oh, you only got 300 views on your video? That’s actually amazing because it’s like speaking to a room full of 300 people!”
NO, IT’S NOT.
A captive audience sitting in a room listening to you speak is SO different from someone watching your Reel for three seconds.
If your video only got 300 views, I hate to tell you, but it was probably a bad piece of content that people scrolled by.
So, a more accurate analogy would be that you walked on stage in front of 300 people, opened your mouth, and everyone immediately got up and left.
Why 300 Views Is Not a Good Result for Real Estate Video Content
I posted a video about this yesterday, and most of the responses were people laughing and agreeing. But some people said I was being discouraging and that 300 views is actually good.
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Here’s my problem with that.
These clichés, platitudes, whatever you want to call them, make you feel good about mediocre or even awful performance.
In what world is 300 views a good result unless you’re just starting out?
BTW, I’ve gotten 300 views on our BAM account before. I don’t pat myself on the back and say, “Hey, I just spoke on stage to 300 people!”
I look at the skip rate, see that it’s 90%, and realize my hook was awful.
How Real Estate Agents Can Use Video Metrics to Fix Low-Performing Content
So here’s the moral of the story: look at why it didn’t work.
1. Look at your skip rate.
Are people leaving in the first few seconds? If so, your hook probably needs work. Try opening with something more interesting, getting to the point faster, or removing your unnecessary introduction.
2. Look at your average watch time.
Are people sticking around after the hook, or are they leaving halfway through? Maybe the video is too long. Maybe you’re taking too long to deliver the information. Figure out where you’re losing people.
3. Look at your shares and saves.
Did anyone find the content interesting or valuable enough to share with someone else or come back to later? If not, maybe the topic wasn’t compelling enough to begin with.
4. Make another version.
Try a different hook, shorten the video, change the angle, or make the topic more specific to your audience.
Obviously, these metrics aren’t the only things that matter, and a video with 300 views can still lead to business. But if your goal is to reach more people, you need to understand why your content isn’t reaching them.
You can be proud of yourself for posting while also acknowledging that the post wasn’t very good. Those two things aren’t mutually exclusive.
There’s nothing wrong with getting 300 views. There’s something wrong with convincing yourself that 300 views is a great result when your goal is to reach thousands of people.
Sometimes the most encouraging thing someone can tell you is that your content could be a lot better.
Btw, if you want live feedback on your Instagram (profile and posts), join me for the next Content Audit in BAMx on Thursday, October 22.
