And while the full webinar was a strategy goldmine for both Instagram and YouTube, for this article, we’re focusing on the latter. Because if you’re not already creating content for YouTube, now is the time to get started.
That said, as both hosts would tell you, if you’re new to creating YouTube content, don’t plan on crushing it in both long-form and short-form content right out the gate.
Start with one and get a really good handle on it before you decide to go to the other.
Both Krys and Dan provided so many helpful tips for growing your YouTube channel, we had to give our BAM readers a taste.
Let’s dive in!
If you’re marketing your real estate business on YouTube, your profile page should tell viewers exactly what kind of content they can expect from you.
Naturally, that has everything to do with your target audience and their questions and pain points. So, to start his presentation on YouTube branding, Dan Parker showed three examples of YouTube profile pages:
The point was to show how their pages advertise exactly the type of content they’re putting out there for their intended audience.
He called special attention to two specific details:
- The YouTube channel description
#1–YouTube channel description
Ken, Brad, and Matt all use brief, targeted descriptions that clearly communicate the purpose of their YouTube channel, so viewers know right away whether or not they fit the target audience.
- Ken Pozek: “Helping you discover Orlando Real Estate, Theme Parks and Local News!”
- Brad McCallum: “Do you want to avoid the EXPENSIVE mistakes most people make when buying or selling real estate? Do you want to learn how the professionals BUY for the lowest price, and SELL for the highest profit? Do you want the inside track on what’s happening in the real estate market? If you answered YES to any of these questions, subscribe ….”
- Matt Leicht: “Welcome to Sarasota, Florida! Thinking about relocating? You’ve come to the right place! I post weekly videos on relocating to Sarasota and all things Sarasota real estate!”
While they vary in length, each description homes in on what their intended audience wants—or wants to avoid.
#2—YouTube thumbnail design
Now we come down to the visual impact of the YouTube profile page—specifically the grid of published videos and the thumbnail images overlaying each one.
Think of thumbnails as book covers. Faced with an array of books to choose from, a reader will naturally gravitate towards a cover that not only pleases the eye but also acts as a visual hook to get them interested in the content behind it.
When it comes to visual appeal, viewers are taking in (consciously or not) the following details:
- Colors and color schemes
- Whether or not a thumbnail includes a human face
- Emotions conveyed by the human face
- Clarity of the images—including the background
- Lighting and visual contrast
If these details are consistent from one thumbnail to another, viewers will come to associate them with your brand, whether they find them visually appealing or the opposite.
Even if a viewer doesn’t immediately vibe with your color scheme, your font, or other consistent design elements, that consistency give your channel page a professional, cohesive look. What it communicates is you take your YouTube channel seriously. You take the time to make your videos stand out and immediately grab hold of your intended viewer’s attention.
So, you’ve put real thought into the details of your thumbnail design:
- What do you want your viewers to feel when they see your video?
- How can your branding colors and font choice help you invoke those feelings?
- How do you use contrast to draw the viewer’s attention to specific details?
Dan even revealed the exact font he uses in his YouTube thumbnails: Greycliff CF Heavy.
Right now, if you’re a new BAMx subscriber, you can save 25% on your annual subscription or first month of membership by using the discount code, “FROSTY” before January 3rd, 2024.
Content Pillars / Content Buckets
The next YouTube branding tips have to do with your choice of content pillars or content buckets. Choose whichever term you prefer. The main thing here is you have a variety of different types of video content to choose from for your YouTube channel, including—
- Property tours—360-degree tours, listing videos, listing photos, deal of the week, celeb real estate tours
- Community content—small businesses, neighborhood tours, nonprofits, influential community figure interviews, restaurant reviews
- Home buying/selling tips—skits, talking head videos, loan options, home trends, real estate terms
- Market updates—bite-size pieces, personalized one-to-one videos (annual or twice-annual updates), price point, Q&A videos
- Agent-to-agent—real estate humor videos, how-to videos
That leads us to the key branding strategy you’ll want to keep in mind when it comes to your chosen content buckets/pillars.
#3—Keep your content focus narrow
To avoid overwhelming your audience with too great a variety of content to choose from—because decision fatigue is a real thing—stick with one overarching content pillar (or bucket) and its subcategories.
Dan makes agent-to-agent content that he puts on Instagram, but he made it clear he will never post that content to YouTube. The reason? He doesn’t actually want agents going to his YouTube channel because it would confuse the algorithm.
Confuse the algorithm, and you reduce the chances of YouTube presenting your content to your intended audience.
So, unless the primary goal of your YouTube channel is to increase agent-to-agent referrals, it makes sense to save the agent-to-agent content for a platform like Instagram or for a separate YouTube channel targeting other real estate professionals.
During the discussion on personal branding, two specific strategies stood out:
- Including a human face (most likely yours) in the video thumbnail
- Using the words “my team” in your marketing
#4—Including a face
Putting your face on your YouTube thumbnails is the quickest and most obvious way to link that video with your real estate brand. But it does more than that.
Including a human face also gives your thumbnail emotional appeal. Depending on the expression on that face, viewers immediately get a sense of what they can expect to feel when they’re watching your video, whether that’s confident, excited, shocked, or something else.
Putting a face on your content can increase your viewer engagement. People see an approachable human being behind the content, and they’re more likely to respond to your calls to action, especially if it involves leaving a comment to ask questions or share their thoughts.
#5—Calling attention to your “team”
Referencing your real estate team makes it clear you’re not just doing this all by yourself. Serious real estate professionals eventually create a team around them of skilled professionals, whether or not those include other real estate agents.
Your team members can include—
- A transaction coordinator
- An office manager
- A marketing manager
- A video content creator or team
Saying “call me and my team” establishes you as a serious professional who knows the value of complementary skill sets and is willing to invest in growing your business and your brand beyond your solitary self.
Whether any of your team members are featured in your videos is a decision you’ll have to make based on their respective roles and what your audience wants.
Dan mentioned a second YouTube channel where he introduces the members of his real estate team. It’s a separate channel because, again, he doesn’t want to confuse the algorithm. It’s there as a resource for those who want to learn more about his business. But it’s not a channel he wants to grow. It serves its purpose as it is.
Tools for Success
Another topic raised in the webinar had to do with the tools—and specifically software—you use in your business that help you create, refine, and publish content for your online audience.
The main strategy for these tools is simple:
#6—Stick with tools that streamline your process
Krys and Dan shared software tools and apps they rely on when creating real estate content:
- Canva—a user-friendly and beginner-friendly online design tool that Krys uses for thumbnails and other marketing visuals.
- Monday—Krys uses this for task management but is currently transitioning to Mosaik
- ChatGPT—still the best-known AI writer, which can save tons of time on video descriptions, scripts, captions, titles, and new content ideas
- CapCut—All-in-one AI-assisted video editing tool
- PicMonkey—Dan’s favorite online design tool, which he started using before Canva was able to remove backgrounds. Like Canva, it’s less complicated and quicker to use than Adobe PhotoShop.
- Midjourney—an AI visual content generator. Describe the type of photograph you want, and Midjourney can create it—often with results that outshine regular photographs. Dan uses this for his thumbnail backgrounds.
Where is social media headed in 2024?
Krys and Dan both agree social media is becoming more social. People want to connect with other humans. And while AI is making it easier to create and publish content, it’s also making it harder for content creators to stand out.
One way they can stand out is by being more social. And on YouTube, that means responding to comments and making it easy for your audience to contact you and your team.
As important as it is to deliver value with your online content and lead magnets, don’t forget the value of accessibility. If your audience gets the message that you’re happy to throw content their way but you’d rather not interact with them, most, if not all, will look elsewhere to have conversations that lead to contract signings.
The big thing about AI is it’s making it easier and quicker for us to make content. We’re already just getting hit by so many videos, it’s really hard to just blow up on a certain platform—a lot harder right now than it was years ago. And it’s just going to keep going in that direction, so people are going to be really thirsty for one-on-one conversations.
Even when people are motivated to transact, they want a human being on their side to guide them through the process and help them avoid expensive mistakes.
#8—Repurposing your content
Aside from being more social and accessible, successful content creators know the value of repurposing content from one form to another.
I think people are not talking enough and want to be viewed more, so I’m focusing so much more on the video DMs, and I’m focusing way more on the analytics. And then I’m way more focused on repurposing everything. I think there are so many opportunities for robust blog posts—that is another webinar.
Different people in your intended audience will have different preferences when it comes to the types of content they’re more likely to consume:
- Short form video (YT Shorts, IG Reels, etc.)
- Long-form videos
- Blog posts (long and short)
- Carousel posts / slides
- Tweets / Threads
- Instagram Stories
Once you know the types of content your audience is most likely to consume and engage with, focus on those. And if you have valuable content in one of these forms, make it available in others to reach more of your audience.
You can also repurpose general content into more personalized one-to-one videos to send your clients throughout the year.
You’ve heard about the “Tiktokification” of social media—the impetus behind Instagram Reels and YouTube Shorts. But now, it seems, people are consuming more long-form content, from blogs to long-form videos on YouTube and other platforms.
And while it might go a bit far to call it a “reverse Tiktokification,” it’s definitely a trend you can take advantage of with your real estate YouTube channel.
Long-form content is ideal for lead magnets as well as for videos that provide more in-depth information on something of interest to your viewers.
- Moving to [City Name] Guide
- 10 Things to Love/Hate about [City Name]
- 10 Things to Do in [City Name] that No One Talks about
BAMx courses to help you implement these YouTube branding strategies
The BAMx library of online courses and livestream replays just keeps growing. BAMx members always have access to the replays of BAM webinars, along with downloadable resources to help you implement what you learn.
So, if you’re wondering how to put some of these strategies to work for your business, here are some BAMx courses that will help you get started.
Use the code “FROSTY” before January 3 for 25% off your BAMx membership!
- “The Ultimate Thumbnail Guide” (Bobby Kawecki)
- “Office Hours: Build a Thumbnail Live with Bobby Kawecki” (Livestream with Bobby Kawecki & The Broke Agent on 12/12/23):
- “How to Get 20 Pieces of Content from One Listing” (Livestream with Krys Benyamein)
- “Mastering Canva Design for Real Estate Marketing” (Haley Ingram) (Especially “Brand Kit,” “YouTube Thumbnails” and “Custom Banners & Canva Templates”)
- “Nine AI Tools for Video Editing & Content Creation” (Bobby Kawecki)
- “Lights, Camera, Leads: How to Attract Clients with Video Content” (Tom Storey)