🏡 The Real Estate Marketing Update - Edition 11

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Read time: under 5 minutes

Welcome back.

This edition's theme is short-form video. You’ll learn how to leverage it, one of our favorite tools for creating it, and a trend supporting your investment in this content.

If you missed our previous editions, you can check them out here.

Or, if you’re caught up, let’s jump right in.

Scroll down for one actionable tip, one handy tool, and one essential news story that will impact your lead generation efforts.

The secret to growing on LinkedIn in 2024

There's a rising demand for high-quality video content on LinkedIn, creating a major growth opportunity.

How can you capitalize? Just grab your existing videos, and use OpusClip to turn them into clips and schedule them to post on LI.

Read our full breakdown for free here

A Simple Short-Form Video Strategy to Build Your Audience and Generate More Leads

Short-form videos have emerged as a trend and a dominant force in content marketing, especially in real estate. Specifically, 85% of real estate agents who use video marketing agree that short-form videos can effectively generate leads. This statistic is a testament to the format's popularity and effectiveness in engaging potential buyers and sellers in an increasingly online market.

Short-form videos are the easiest type of video content to create and warrant at least 25% of your online marketing strategy.

What Are Short-Form Videos?

Short-form videos are typically under 60 seconds long. They deliver content in a quick, engaging format to capture attention immediately. Platforms like Instagram Reels, TikTok, and YouTube Shorts have popularized this format, making it a staple in digital marketing strategies.

Short-Form Video Best Practices Every Realtor Should Follow

• Keep It Concise: Deliver value within the first few seconds to hook viewers.

• Quality Over Quantity: High-resolution visuals and clear audio are non-negotiable.

• Engage Emotionally: Use storytelling to connect on a personal level.

• Call to Action: Always conclude with a clear, compelling call to action.

Our 3 Favorite Topic Ideas for Effective Short-Form Videos

1. Hyper-Localized Content

Go beyond showcasing properties. Create content that highlights the unique features of the neighborhoods you cover. For instance, a 30-second feature on a local farmer's market or long-standing business near a listing showcases the community and the lifestyle.

These videos also allow you to build relationships in the community with business owners, which only expands your network and local expertise. Help them build their business, and they will help you grow yours.

2. Interactive and Educational Series

Develop a series of short-form videos addressing common real estate questions or misconceptions. For example, a "Mythbusters" series that debunks common myths about home buying or selling can position you as an expert and a trusted advisor.

Do NOT regurgitate someone else’s response to these questions. Answer them in your own words and with your own take.

3. Leverage User-Generated Content

You can encourage your clients to share their own short video testimonials or stories of their home-buying journey. Reposting this content adds authenticity to your brand and showcases real success stories to potential clients.

Contrary to what some marketers or brand managers might recommend, do not give your clients a scripted testimonial to read or follow. You want genuine reviews of someone’s experience with you. And don’t forget to ask these clients to post their reviews from their accounts (e.g., Google Business Profile, Yelp listing, Zillow, etc.)

The rise of short-form video content offers an opportunity to innovate and engage with your audience in new and impactful ways.

Don’t sleep on this opportunity, especially since it requires very little of you to get started.

If you need help getting started with ideas, tools, or other best practices, reply to this message, and we’ll be happy to help.

…and so much more!

Creating video content can be overwhelming in and of itself, but having to then edit those videos for publishing is a whole other world.

With a tool like Opus Clip, you can focus on recording interesting and helpful video content. At the same time, you can save tons of time and money that you’d normally have to spend on post-production polishing.

Here’s one easy way to get started with this tool…

First, plan and film a long-form video (at least 5 minutes) on this topic: 10 Questions Every Seller Should Ask a Listing Agent. Sit (or stand) somewhere with good lighting and no background noise, state the question, and respond. Speak slowly and clearly. Pause for at least 2-3 seconds between each question.

Then, post the long-form video to YouTube. You can use tools like Descript, Canva, or even iMovie to do basic cleanup work.

Finally, head to Opus Clip with your YouTube video URL and let their app do its magic. The tool will give you the top short clips, which you can share across the short-form video channels (Facebook, Instagram, YouTube Shorts, and TikTok).

Share your videos with us once you’ve done all of the above. Reply to this message with your social handle or video URLs; we’d love to see them.

A Short-Form Video Feed is Being Tested on LinkedIn

LinkedIn has been experimenting more with video-related features. For example, at the end of 2023, it launched Daily, a personalized short-form video feature on the LinkedIn Learning app featuring daily insights from LinkedIn instructors and experts.

The professional social network is now looking to introduce a dedicated tab for a short-form video feed, which some users are starting to see (example here).

This content format has become the new “Stories” feature that every network, from Facebook to YouTube to even Netflix, has adopted.

What does this mean for you?

For LinkedIn users, this new short-form video feed could certainly add more authenticity to the content consumed there. This could help people on the platform looking to buy or sell connect with real estate professionals in a whole new way.

As a real estate professional, this gives you a low-friction way to communicate your knowledge, authority, and personality to a very engaged audience. Don’t think of this as another place to post property tours, but rather a place to answer questions, discuss trending topics and share news and resources that help buyers and sellers.

Even though LinkedIn tested and then killed its Stories feature, this foray into short-form videos could do very well on the platform.

Now that you have a tool (see Opus Clip above) to generate short clips from your longer videos, LinkedIn would become another fantastic place to repurpose your content to build your audience and generate more leads.

What do you think…would you like to see LinkedIn add a short-form video feed or not?

Reply to this message with your thoughts so we can gauge whether or not to provide more tips on this topic.

Thanks for reading.

See you next week.

The Real Estate Marketing Update Team @ imFORZA