Keller Williams Realty Centres tech coordinator and trend tracker Kirby Chan teaches agents how to get the most out of their social media marketing strategies. And, in 2013, he has only one word of advice: simplify. Here, Chan shares the ONE Thing you should be doing online.
Do any of these sound familiar? “Use our product and get 100 leads a day!” “Use this new widget, Website or tool, and we guarantee you’ll close more deals!” As real estate agents, we burn a lot of energy implementing products and services that take up a lot of time. And many of them don’t earn their keep. The fact is, new tools and tricks hit the marketplace every day. What we have to remember is to focus on the money-generating activities that continue to get results. Bruce Lee, the most famous martial artist in the world, once said, “I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times.” So the question is not whether we should do social media or blogging or video – it's which one works in your business. Which ONE piece of the Internet marketing pie leverages your strengths? At first, you may have to do some trial and error to determine which online tool is right for you. If you don’t innately have a knack for it (or you don’t have the money to hire someone to do it for you) move on – and quick.
So where, you might be asking, would I put my eggs if I only had one basket? For 2013, starting a real estate vlog is your best bet. Vlogging – or video blogging – is a powerful tool that can drive your Website to the top of the Google search ranks.
Visit YouTube.com and start a channel. Brand consistency is important – if you have an established name, logo or slogan, use it.
Gear up. But don’t let the technical stuff stop you from getting started. The higher the production quality, the more you’re going to spend. If you’re in experimentation mode, start with the basics like a smartphone or hand-held video camera. As you become more proficient, you can start looking at other devices or accessories to improve the video, sound or editing capabilities.
Write a short script. Video and written content are two very different entities. With video, you only have about one minute to capture your viewers’ attention, so ask yourself, “What are my viewers gaining by watching this video?” Writing it down will also keep you from rambling.
Practice in front of the mirror. Body language makes up 55 percent of the conversation – so it’s important! You may not be star material out of the gate, but by practicing a few key tricks, you’ll have your on-camera personality down in no time.
Practice your energy. What energy are you sending to your viewers? If you want them to be excited and optimistic, you have to turn your energy level up an octave. If you want to convey authority, speak slower and use tight movements. For a more friendly and optimistic approach, consider using wide gestures with your arms to take up space.
Practice your smile. Smile before the camera turns on, keep a pleasant face throughout the video, and by all means keep smiling until the video shuts off! One of the biggest mistakes I see agents make is turning their smile off too soon – don’t let your viewers see anything other than your shiny, happy service-oriented face!
Include a call to action at the end of every video. A great example is: “Thanks for watching! Get a free market report at www.KirbyChan.com.” In the description area, always add the “http://” in front of the link so that people can click through to your desired Webpage.
Share! Once your video is posted, click on the “share” option. Share it to Facebook, Twitter or, if you’re more tech-savvy, embed the code onto your Website or blog.