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Read time: ~10 minutes
Welcome back.
In this edition, you’ll learn how to drive traffic that converts at a high rate, an incredible app for creating, editing, and posting better YouTube video content, and how Google may be the biggest threat to the big real estate portals.
If you're new here, don't worry. We've got you covered. Our previous editions are a treasure trove of tips, tools, and news. Check them out to stay ahead of the game.
Or, if you’re caught up, let’s jump right in.
In this, and every, edition you can expect…
One actionable tip that can immediately boost your lead generation
One handy tool that can simplify your tech stack management
One essential news story
…and to get at least 1% better at generating more of the right type of leads.
Banish bad ads for good
Your site, your ad choices.
Don’t let intrusive ads ruin the experience for the audience you've worked hard to build.
With Google AdSense, you can ensure only the ads you want appear on your site, making it the strongest and most compelling option.
Don’t just take our word for it. DIY Eule, one of Germany’s largest sewing content creators says, “With Google AdSense, I can customize the placement, amount, and layout of ads on my site.”
Google AdSense gives you full control to customize exactly where you want ads—and where you don't. Use the powerful controls to designate ad-free zones, ensuring a positive user experience.
Earn Trust (and Leads) from Places Your Clients Already Use
Most Realtors spend their time fighting for attention in crowded channels: paid ads, social feeds, listing portals, SEO.
Meanwhile, there’s a quieter, often overlooked source of high-intent, pre-qualified leads hiding in plain sight: partner directories.
These are the “preferred partner,” “recommended provider,” or “certified expert” pages run by companies, associations, and organizations your buyers and sellers already trust.
This strategy is called Partner Directory Piggyback, and when done right, it can deliver bottom-funnel traffic that converts far better than cold clicks.
What Partner Directory Piggyback Is (in real estate terms)
A Partner Directory Piggyback means getting your real estate business listed in directories where your ideal clients are already shopping, learning, or making decisions.
Instead of trying to convince strangers to trust you, you’re showing up inside ecosystems they already trust.
For Realtors, this can include:
Local mortgage lenders’ “preferred agent” pages
Relocation companies listing approved local agents
HOA, condo association, or master-planned community directories
Chamber of Commerce “member directories”
Builder or developer recommended agent lists
Investor groups or landlord associations
First-time buyer education programs run by nonprofits or employers
The key difference from ads or portals:
People landing on these directories are already problem-aware and solution-ready.
Why this works so well for Realtors
Directory traffic is bottom-funnel
Someone clicking “Find a Realtor” on a trusted site is not browsing for fun. They’re looking to act.
Trust is transferred automatically
You don’t start at zero. The directory’s credibility rubs off on you. Being listed as “recommended” or “preferred” removes skepticism before the first click.
Competition is limited
Unlike Google or Zillow, most directories list only a handful of agents. You’re not one of 500 profiles—you’re one of 5.
Leads arrive warmer
These prospects already believe you’re legitimate. Your job is simply to confirm you’re the right fit.
Step 1: Identify directories your clients already use
Start with a simple exercise:
List 10 products, services, or organizations your buyers and sellers interact with before hiring an agent.
Examples by client type:
Home sellers
Local estate planning attorneys
CPAs or tax advisors
Home stagers or organizers
Senior living advisors
Divorce or family law firms
Home buyers
Mortgage lenders or credit unions
First-time buyer programs
Employers offering relocation benefits
HR or benefits portals
Military or teacher housing resources
Investors
Property management companies
Local REIA or landlord associations
Hard money lenders
Accounting firms specializing in real estate
Now Google combinations like:
“preferred real estate agent + lender name”
“recommended Realtor + relocation company”
“member directory + chamber of commerce”
“certified agent + housing program”
You’re looking for pages titled:
Partner Directory
Preferred Providers
Experts
Recommended Professionals
Certified Agents
Step 2: Build one strong partner profile template
Before reaching out, create one reusable partner profile you can adapt slightly for each directory.
Your profile should include five elements:
1. Positioning line
A single sentence that clearly states who you help and how.
“Local Realtor helping South Bay homeowners sell confidently and move on their timeline.”
2. Proof
One concrete trust signal.
“150+ homes sold · 98% list-to-sale price ratio · 5-star Google reviews.”
3. Three outcomes (not services)
Focus on results, not tasks.
Sell without pricing guesswork
Buy with confidence in competitive markets
Reduce stress during life transitions
4. Service area
Be specific.
“Serving Manhattan Beach, Hermosa Beach, and Redondo Beach.”
5. One clear CTA
Always point somewhere intentional.
“Request a free home value”
“Book a 15-minute intro call”
This keeps your outreach easy and consistent—and avoids rewriting from scratch each time.
Step 3: Ask for inclusion (without making it awkward)
Many agents never ask because they assume directories are closed. Often, they’re not.
Your outreach can be simple and respectful:
“Hi [Name],
I work with many clients who come through your organization and noticed you have a recommended providers page. I’d love to explore being included as a local real estate resource. Happy to provide details, references, or complete any certification steps you require.”
Some directories are:
Free (especially chambers or nonprofits)
Paid (basic annual listing)
Conditional (must meet criteria or attend training)
Any of these can be worth it if the traffic is relevant.
Step 4: Track each directory separately
Never send directory traffic to your homepage.
Instead:
Create one dedicated landing page per directory
Tailor the headline to the context:
❝“Recommended Realtor for [Organization Name] Members”
Reference the relationship explicitly
Match the CTA to that audience’s likely need
Why this matters:
You can see which directories actually convert
You can refine messaging by source
You avoid mixing high-intent traffic with general site visitors
Use simple UTM parameters or unique URLs to track performance in GA4 or your CRM.
Common mistakes to avoid
Using generic bios instead of outcome-focused profiles
Linking to your homepage instead of a tailored landing page
Ignoring directories that charge a small fee (often the best ones)
Failing to follow up annually to refresh or upgrade your listing
Final takeaway
Partner Directory Piggyback works because it flips lead generation on its head.
Instead of shouting louder in crowded channels, you quietly position yourself where trust already exists. The result is fewer clicks, but better conversations—and higher-quality buyer and seller leads.
Your next step:
This week, list 10 organizations your ideal clients already trust. Find their directories. Build one strong partner profile. Ask for inclusion. Track results.
That’s how you borrow trust, skip the noise, and win leads without fighting portals head-on.
Publish More (and Better) Video Content
In real estate marketing, visuals do the heavy lifting.
Listings with striking imagery stop the scroll, generate more clicks, and win more showings.
But producing high-quality visuals consistently usually means juggling designers, prompts, revisions, and multiple tools.
This edition’s featured tool gives real estate agents and brokers a faster way to create, refine, and control AI-generated visuals—without sacrificing brand consistency or creative control.
Tool: YouTube Create – Mobile Video Editing for Creators
Overview: YouTube Create is a free video creation and editing app built by YouTube specifically for creators who want to publish more often without professional editing software. Designed for phones, it helps you trim clips, add captions, music, effects, and transitions—all in one streamlined workflow. For real estate agents, it’s an easy on-ramp to consistent video marketing.
Key Features:
Simple Mobile Editing:
Trim, cut, and assemble property videos or talking-head clips directly from your phone—no desktop software required.Built-In Captions & Text:
Add on-screen text, titles, and captions to highlight property features, pricing, or key talking points.Music & Sound Tools:
Access a library of royalty-free music and audio tools designed to enhance engagement without copyright issues.Shorts-Friendly Workflow:
Create vertical videos optimized for YouTube Shorts—perfect for quick listing teasers or market tips.YouTube-Native Publishing:
Export or publish directly to YouTube with formats designed to perform well on the platform.
Benefits for Real Estate Agents
YouTube Create makes video more accessible and repeatable:
Post More Consistently
Remove the technical barrier that keeps most agents from posting video weekly or daily.
Turn Raw Footage into Content Fast
Transform phone videos from showings, open houses, or office updates into usable marketing assets.
Improve Engagement
Add captions, music, and pacing that help videos perform better in feeds—especially on Shorts.
Build Authority Over Time
Publish market updates, buyer tips, and neighborhood insights without needing an editor.
Lower Production Costs
Eliminate the need for paid editing tools or freelancers for everyday content.
Example Use Cases
Listing Teaser Videos
Cut together short clips of a new listing with text overlays highlighting key features and price.
YouTube Shorts for Visibility
Share quick market tips, open house reminders, or behind-the-scenes moments in vertical format.
Client Education Content
Create short explainer videos answering common buyer and seller questions.
Market Updates
Record a quick talking-head video and add captions and visuals to boost retention.
How to Get Started
Download the App:
Visit YouTube Create and install the app on your mobile device.Import or Record Clips:
Use existing footage or record directly inside the app.Edit & Enhance:
Trim clips, add text, captions, music, and transitions.Publish or Export:
Share directly to YouTube or reuse videos across Instagram, Facebook, and TikTok.
Why YouTube Create Is a Game-Changer for You
Most agents don’t fail at video because of a lack of ideas—they fail because the workflow feels heavy. YouTube Create simplifies the entire process, making it realistic to publish video content consistently without technical expertise.
If you want to grow visibility, build trust, and stay top-of-mind with buyers and sellers, YouTube Create lowers the barrier to entry—and helps you turn everyday moments into high-impact marketing.
Ready to make video a habit instead of a hurdle?
Try YouTube Create and start publishing real estate content with less friction.
Is Google Entering the Portal Wars?
For years, real estate portals have fought for visibility inside Google’s search results. Now, Google appears to be stepping onto the field itself.
A recent analysis by Mike DelPrete documents multiple instances where Google is displaying real estate listings directly inside search results, complete with photos, prices, map views, and filters — functionality that looks strikingly similar to Zillow, Realtor.com, or Redfin. In some cases, users can browse homes without ever clicking through to a traditional portal.
📰 What’s News
According to DelPrete’s research, Google is testing native property listing modules that surface when users search phrases like “homes for sale near me” or specific city-based queries. These modules resemble a lightweight real estate portal embedded directly in Google Search.
DelPrete frames the shift clearly:
“If Google fully commits to this experience, it doesn’t just compete with portals — it replaces them at the top of the funnel.”
The key distinction is intent. Unlike portals that rely on consumers navigating to their site, Google already owns the moment when buyers and sellers first express intent.
Why This Matters for Realtors
This development has major implications for how leads are generated online:
1. Less Traffic Reaches Traditional Portals
If buyers can browse listings directly inside Google, fewer users will click through to Zillow or Realtor.com. That could reduce portal traffic — and reshape the economics of paid portal leads over time.
2. Google Becomes the New Gatekeeper
If Google controls the first property-viewing experience, it may eventually control:
Which listings get visibility
Which agents are surfaced
Which actions require paid placement
That’s a powerful shift in leverage away from portals and toward Google itself.
3. Organic Visibility Gets Harder — and More Valuable
When Google answers the query directly, standard blue links matter less. Agents who rely on basic SEO pages without differentiation may see declining click-through rates.
What Agents Should Do Now (Actionable Strategies)
1. Optimize for Google, Not Just Portals
Agents should treat Google as a destination, not just a traffic source.
Strengthen local SEO with neighborhood pages, hyperlocal content, and schema markup.
Ensure Google Business Profiles are fully optimized with photos, reviews, and consistent activity.
Monitor how your listings appear in Google results, not just on portals.
2. Double Down on First-Party Lead Capture
If portals lose top-of-funnel control, agents who own their audience win.
Build email lists with local guides, market updates, and listing alerts.
Use simple lead magnets tied to search intent: “See homes before they hit Zillow” or “Local price trends by neighborhood.”
Route Google traffic to pages that capture contact info quickly, not generic listing pages.
3. Position Yourself as the Interpreter, Not the Index
Google can show listings. It can’t explain trade-offs, pricing nuance, or negotiation strategy.
Create content that answers why and what next, not just what’s available.
Use video and short-form content to explain local market dynamics Google can’t contextualize.
Train your follow-up to assume clients have already seen listings and need guidance, not access.
The Bigger Picture
This isn’t just another product test. It’s a signal.
If Google commits to acting like a real estate portal, the entire lead-generation stack shifts upward — from portals competing for traffic to agents competing for relevance inside Google’s ecosystem.
As DelPrete puts it, Google doesn’t need to beat portals at their own game. It just needs to sit above them.
For agents, the takeaway is clear:
The future of lead generation won’t be about who has the most listings. It will be about who Google trusts to explain them.
Thanks for reading! Stay tuned for our next edition...
The Real Estate Marketing Update Team @ imFORZA