We generated $3.2 million in listing opportunities using one tactic, and it’s probably something you’ve used before. The difference is in how we implemented it.
The video CMA is the tactic that has helped us recover cold leads, revive missed opportunities, and win listings that most agents would have completely given up on. And the best part is, it doesn’t require expensive ads, complicated funnels, or some revolutionary new tool.
It just requires consistency, value, and persistence.
Here are three case studies that show exactly how it works, including situations where most agents would have quit.
What Is a Video CMA?
A video CMA is exactly what it sounds like: a recorded video walkthrough of a home’s estimated value and recent comparable sales in the area.
The process is simple:
- Pull up the public records for the property
- Review recent MLS sales nearby
- Record your screen using a tool like BombBomb
- Narrate the analysis like you would during a listing presentation
I usually start with a Google Earth image of the property, move into the public records, and then review the comparable sales.
One important tip: make sure you’re using the client-facing MLS view so consumers don’t see the sellers or private remarks attached to the properties.
Case Study 1: The Lead Everyone Stopped Following Up With
The first case involved an inbound seller lead. An agent on my team made two or three calls, didn’t get much traction, and moved on. No follow-up plan. No email alerts. No video message. Just a couple calls and the assumption that the lead wasn’t interested.
We know it takes six or more attempts to convert most leads. So when our team identified the gap, we went to work with double-digit call attempts and a video CMA sent directly to the prospect.
It got their attention. The question that came back was exactly what you’d want: What’s my home worth? What do you know?
Instead of hitting them with “I can’t give you a number over the phone” and leaving it there, the video gave them something real before the call. It made the next conversation warmer because we’d already delivered value.
Case Study 2: The Seller Going Through a Divorce
The second lead looked completely dead. There had already been a lot of follow-up, but the homeowner never responded. Total radio silence.
Later, we found out the seller was going through a nasty divorce situation.
But here’s the important part: before we knew any of that, we had already sent a Video CMA.
And when the seller was finally ready to move forward, they remembered it. They reached back out because we had done something that stood out.
This happens all the time in real estate.
Most sellers aren’t casually thinking about moving for months. When they decide they’re ready, they want to move immediately. That’s why staying in front of people with actual value matters so much.
Case Study 3: The Lead That Fell Through the Cracks
This one is painful because every agent has experienced it.
We had an inbound lead that got buried in the CRM because the proper speed-to-lead protocol wasn’t followed. It was a mistake.
The recovery message was direct: “That’s our mistake for not responding earlier. I have to apologize.”
That kind of language goes a long way, and it was followed up immediately with a video market analysis.
The Results
Two of the three have signed contracts. The third is working through the legal side of a divorce situation. Attorneys are involved and the appointment is being set. That one’s coming.
Two out of three from leads most agents had written off. That’s not a coincidence.
Why This Works
Very few agents are actually sending video CMAs. That’s the opportunity.
You’re not following up for follow-up’s sake. You’re delivering educational value, showing people what homes like theirs are selling for, before they’ve committed to anything. That’s what earns the call.
The agents who send these earlier, before the prospect is even ready, are the ones who get the first call when things change.
Send one a day. Start with the people who have an intention to sell but haven’t pulled the trigger. That’s your list.
