Let’s dive into the world of video storytelling for your real estate business.
We all understand the importance of being on camera and leveraging videos to connect with our audience. However, sometimes it’s easy to feel like we’re just going through the motions, creating videos without a clear direction or understanding of what truly resonates and drives results with our viewers.
I recently stumbled upon some valuable insights from an episode of The Influential Personal Brand Podcast that shed light on the art of video storytelling. In this episode, Rory Vaden went over four essential rules that pave the way for authentic video creation, and two indispensable types of videos that every realtor should incorporate into their marketing arsenal.
The Philosophy of Authentic Storytelling
Let’s talk about the essence of authentic video storytelling. In today’s digital landscape, audiences have become immune to traditional advertisements and are seeking something more genuine and relatable. To truly capture their attention and make an impact, it’s crucial to deliver a message that resonates with them on a personal level. This is something I recently discussed on an episode of the Walk Thru:
There are four essential rules that can guide you in creating truly engaging and authentic videos. These rules will help you break free from scripted and promotional content that often falls flat in connecting with viewers.
Rule 1: Film without a script
Start by creating a personal brand video where you introduce yourself to your audience. Share your background, your passion for real estate, and why you chose this profession. Speak from the heart and let your genuine enthusiasm show. This video will help your audience connect with you on a personal level and establish trust right from the start.
When it comes to sharing your story, no one knows it better than you! Avoid relying on scripted content and instead trust in your ability to express your experiences and insights naturally. By speaking from the heart, you can infuse your video with authenticity and capture the attention of your audience. Your genuine passion will shine through as you share your personal journey, leaving a lasting impact.
People need to experience you firsthand in order to develop that connection and ultimately decide to buy real estate from you. It’s a journey that starts with them discovering you or stumbling upon your content, then moving on to experiencing what you have to offer, building trust along the way, and finally reaching a point where they feel confident enough to engage in a transaction with you.
Rule 2: Dialogue, Not Monologue
Successful videos take into account the needs and perspectives of the audience. Craft your video as a dialogue, addressing the questions and concerns your viewers may have. You can even go back through old emails and text messages to discover the questions clients ask you on a weekly basis—and start filming content around those conversations.
By putting yourself in their shoes and telling stories from their point of view, you create a more relatable and engaging experience. Understanding what your audience needs to know next and delivering the information in a way that resonates with them is essential. Remember, it’s not just a story about yourself; it’s a story about the people you have served.
Rule 3: Focus on Feelings, Not Facts
Rather than overwhelming your audience with a barrage of information, focus on evoking emotions. People are more likely to remember how you made them feel rather than the specific details you conveyed. When creating videos, think about the emotional impact you want to have on your viewers. Infuse your videos with genuine passion, care, and a sense of connection. By tapping into the emotional aspects of your work, you create a memorable and impactful video that resonates with your viewers.
Rule 4: Harness the Power of Nonverbal Communication
Nonverbal communication plays a crucial role in conveying your message effectively. Pay attention to your body language, voice tone, inflection, setting, and wardrobe choices, as they contribute significantly to the overall impact of your video. Speak with confidence, maintain eye contact with the camera, and ensure that your surroundings are well-lit and visually appealing. Nonverbal cues can convey more to an audience than the words you choose. Remember, the energy and tone you exude support the message you are delivering.
Two Essential Videos Every Realtor Needs to Make
Personal Brand Video
A personal brand video is a concise representation of who you are, what you do, why you do it, and how you approach solving problems for your clients. It should be no longer than 60 seconds long to ensure you capture the essence of your personality, passion, and unique value proposition.
Deliver your message with confidence and enthusiasm to engage viewers and leave them wanting to learn more about you. By being authentic and showcasing your genuine self, you establish a connection with your audience that goes beyond traditional promotional content.
Don’t know what to say in a personal brand video? That’s not a problem. Let the video do the talking:
Testimonial Video
Testimonials are a powerful tool for establishing trust and credibility. Rather than simply featuring clients’ positive feedback, create testimonial videos that tell a story. Interview your clients, asking them about the problem they had, why they chose to work with you, their experience of working with you, and the results they achieved. By treating each testimonial as a case study, you can weave together a compelling narrative that showcases the impact of your services. These testimonial videos act as social proof, demonstrating the value you bring to your clients and inspiring confidence in potential customers.
Video storytelling is a transformative medium that allows you to authentically connect with your audience and convey your message effectively. By following the rules of authenticity, focusing on emotions over facts, and harnessing nonverbal communication, you can create videos that resonate with viewers on a deep level. Remember, people crave genuine connections and are more likely to engage with content that evokes emotions and addresses their needs. Embrace the power of video storytelling and harness its potential to showcase your unique brand to captivate your audience.
Unlocking Success: The Impact of These Videos on Closing More Business
Consider updating your personal brand and testimonial videos every year in order to showcase your growth and keep your audience engaged. By doing so, you will build the following:
Trust and Rapport
By showcasing your genuine self and sharing your passion and expertise, you establish a sense of trust and rapport with your audience. When potential clients feel connected to you on a personal level, they are more likely to trust your recommendations and expertise, making it easier to convert leads into actual clients.
Emotional Connection
Video storytelling, including testimonial videos, allows you to evoke emotions and create a deeper connection with your audience. When viewers resonate with the stories and experiences shared in these videos, they develop a stronger emotional bond with you. This emotional connection fosters a sense of loyalty and commitment, increasing the likelihood of clients choosing you over competitors.
Social Proof and Credibility
Testimonial videos act as social proof, showcasing the positive experiences and successful outcomes your clients have achieved through your services. When potential clients see others sharing their satisfaction and results, it enhances your credibility as a realtor. This social proof reassures prospects that you can deliver on your promises, giving them confidence in choosing you as their real estate agent.
Differentiation
Personal brand videos allow you to highlight your unique value proposition and what sets you apart from other Realtors. When your audience understands your approach, values, and expertise, it helps differentiate you in a crowded market. Clients who resonate with your personal brand and connect with your video content are more likely to choose you over competitors who haven’t established a similar level of connection.
Increased Engagement and Referrals
When viewers feel connected to you through your videos, they are more likely to engage with your content, follow your updates, and share your videos with others. This increased engagement expands your reach and can lead to more referrals from clients or other viewers who recommend your services to their network.
The world of video storytelling holds immense potential for real estate professionals looking to close more business. By embracing the art of authentic video creation and incorporating essential types of videos like personal brand and testimonial videos, you can establish trust, create emotional connections, boost credibility, differentiate yourself, and increase engagement and referrals. With the power of video storytelling, you can captivate your audience, stand out in the market, and drive meaningful results for your real estate business.
