Real estate professionals and brokerages are embracing video now more than ever before. If you haven't integrated video as a key role in your strategy for 2014 this webinar will give you a head start. Learn how you can win more listings and convert more buyers by using YouTube and video in your marketing. Hosted by Real Estate coach and HSA's Chief Communications Officer, Burke Smith. We'll cover everything you need to know about setting up your own YouTube channel and creating videos that generate leads. Watch the live recording at:

1. Burke Smith
Founder of YourNetCoach
Chief Communications Officer, HSA Home Warranty
• Technology will Never replace
agents, but agents using
technology will!™

2. Burke Smith – Career Highlights
• Chief Communications Officer at HSA Home
Warranty
• Founder of YourNetCoach, Founder of
ipayOne, Executive Team at Prudential California
Realty
• Licensed California Broker & Real Estate
Coach/Consultant/Trainer
• Personally responsible for over 1000 closed real
estate transactions
• Featured on CNN & in the New York Times
• Nominated 2 years in a row Inman Innovator of the
Year
Clients have closed over $25
billion in residential real estate!

3. This is Recorded
• Reach out to your local HSA representative for a
recording and slides after today’s webinar
• Find your rep at www.onlinehsa.com

4. Tutorial Videos on YouTube
YouTube.com/HSAWarranty
on

6. 1
Build a brand. You’re not just an
agent, you are a brand within a brand.
What is your niche?

7. Building a Brand Identity

8. You’re not just an agent, you’re a brand.
What does your brand stand for?
Hint: “Don’t say Loyalty, Integrity and experience”
• 3 Step Branding Exercise:
• Write down 3 – 5 things that you think your brand represents in the
market.
• Ask your family, friends, co-workers and most importantly your past
clients what is the first thing that comes to mind when they think
about you and your brand.
• Compare their responses to yours.
What is your BIG, BOLD, BRANDING statement?
For example:
“The #1 resource for selling your Edwardsville Home”

9. YouTube Advantages
• Real estate professionals, brokerages and
brands are embracing video now more than
ever before

10. YouTube Advantages
• Over 6 billion hours of video
are watched each month on
YouTube—that's almost an hour
for every person on Earth
• 100 hours of video are
uploaded to YouTube every
minute

11. YouTube Advantages
• According to Nielsen, YouTube reaches more US
adults ages 18-34 than any cable network
Your next first time home buyer/seller
Now outnumber baby-boomers!
Would you have advertised during
Cheers or Friends or M.A.S.H. if you
could have?

12. YouTube Advantages
• YouTube videos are a large factor in determining
Google rankings

13. State the problem…
• 92% of Buyers will start their search on the web
• 70% will start on GOOGLE
• 73% of sellers say they prefer to list with an agent who
uses video to sell their home
• Only 12% of real estate agents have a YouTube channel
• Only 1% of agents use YouTube to market their listings

14. YouTube Advantages
• Sites that showcase relevant YouTube videos
rank higher in organic search results
• This means posting and linking to these
videos gives you an advantage over other
real estate professionals

15. YouTube Advantages
• People trust content from videos more than any
other medium
• Videos attract 300% more traffic and leads than
traditional marketing(Marketing Sherpa)

16. YouTube Advantages
• YouTube is your mobile advertising platform it’s
available on hundreds of top mobile devices

17. YouTube Advantages
• Video is the most engaging and versatile content
• Can be used on your
– Website
– Email
– Facebook
– Twitter
– LinkedIn
– Blog

18. Making a Video

19. Equipment

20. Smart Phones
are all you need
• 720p HD Video

21. YouTube Capture
• Easy, Fast Recording
• Quick touch up tools
• Instant uploads to YouTube and all other social
networks from your phone
• IPhone only

22. Audio
• Boom Mic
• $40
• Lapel Mic
• $30-$60

23. Best Practices
• Have a Plan
• Keep it Short
– 1-3 minute videos
• Make Content Not Ads
• Have a clear and concise call to
action

24. Video Editing
• iMovie (Mac Only)
• Windows Movie Maker (Windows)
• YouTube (Edit Online)

25. YouTube Editor
• Annotations (links on video)
• Royalty free music
• Simple editing

26. Effective
Real Estate
Videos

27. Effective Real Estate Videos
• Agent Profiles
– Great way to introduce yourself to a wider audience in
a more personal way
– Well done agent profiles increase the time spent on site
by prospects
– Prospects who call an agent after watching a video
profile are far more qualified based on the investment
they’ve made in learning about the agent

28. Effective Real Estate Videos
• Property Videos
– Use property photos to create a branded slideshow tour
of a listing
– Include pricing information and a link to the listing in the
description

29. Effective Real Estate Videos
• Neighborhood Profiles
– Use video to help prospective home buyers learn about
cities or neighborhoods
– Hyperlocal
– Focus on selling the community, not just the listing
7,500 + Views

30. Effective Real Estate Videos
• Real Estate Industry Current Events
– Establish yourself as an expert by discussing current
changes in your real estate market
16,500+ Views

31. Effective Real Estate Videos
• Corporate Communication
– Using video for corporate communications can be a
great way to get the word out about change, both
externally and internally

32. Effective Real Estate Videos
• Testimonials
– Ask your best clients to say a few words about what it’s
like working with you
– Take a video camera with you whenever you're out with
clients
4,000+ Views

33. Effective Real Estate Videos
• Pre-listing presentation video
– Create a video with your value proposition, why a
seller should pick you and send it to potential clients
before you meet in person

34. Video Ideas
• Open House Promotions
– Give people a sneak peek at a new property and let
them know when the next open house will be
340+ Views

35. Video Ideas
• How To Videos
– Real estate can be a big complicated world for your
clients. Help them navigate with short, informational
videos that include answers to common questions you
receive
325+ Views

36. More Video Ideas
•
•
•
•
•
•
How to purchase a home
Lease-to-own tips
How short sales work
Renovation tips
Community events
Public services
– Schools, local government

37. Setting Up A
Channel
For Your
Business

39. Setting Up A Channel
• You NEED a Google Account
• If you have a Gmail for your business use it!

40. • Go to www.YouTube.com and choose create
an account or login if you have a Google
account

41. • Fill in the required information

42. • Verify your Email

43. • After you are logged in click the drop down arrow on the
top right and select Settings
• Select Click Here right underneath your name to create a
channel for your business

44. • Enter your business name and category
then hit Create Channel

45. • If you already have an account go to
YouTube Settings

46. • Click on “Create a new channel”

47. • Choose a Channel
Name
• Select Company
Institution or
Organization for the
Category
• Agree to the Pages
Terms

48. • Select a Profile Picture
• This is linked to your Google + profile picture

49. • Set your channel art

50. • Set your URL

51. Once set your URL is permanent
and can never be changed!

52. Seriously. . .
It’s permanent

53. • Click on your profile in the top right and
select YouTube Settings

54. • Choose Advanced

55. • Click Create Custom URL

56. Think
it over

57. Add A Description

58. • Click on the pencil icon

59. • Channel Description
– Highlight your most important content up front and add a
link to your website
– The description also shows up in the About Tab for a
channel and is a valuable resource for subscribers to find
out more
– Include relevant contact information (email, phone, etc)
– Remember to think about your description as it shows up
on YouTube- on your channel page and in search results.

60. Include Links To Other Social Networks
• Add Links to:
– Your Website
– Facebook
– Twitter
– LinkedIn
– Pinterest

61. • Can add 4 social links to your profile
• However only 1 link to an external site can appear
on your channel art

62. • Click on the pencil icon directly below the
description

63. • Use this to drive traffic to your website.
Check this
box
Add your
website

64. Uploading a Video
• It’s the details that make the difference
• Think about what your clients would search
for

65. Uploading a Video
• Select Upload, then Select files to upload.
Note: You can also drag and drop a
video file into this area to upload it

66. Uploading a Video
Share
This Link
Privacy
Settings
Category
Description
Tags

67. • Title: What you want to call your video
• Include Keywords
• Keep branding towards the end
• Tour of Downtown San Diego by Burke Smith Real Estate Agent
not Burke Smith Real Estate Agent – Tour of Downtown San
Diego
• Description: include keywords, your company
name, a link to your website and your contact
information on every video
• Only the first few sentences of your video description
will appear in search results

68. • Tags: These are keywords that help identify your
video and business
• For example, if you’re a realtor posting a video on how
to stage a home, you might use the following tags:
[Home Staging], [How to Sell Your Home], [Name of
Your Business]

69. • Privacy Settings
• Public – anyone can view your video
• Unlisted - only people who have the link to will
be able to view your video
• Private - only those who you list can view the
video

70. • Category: Select a subject matter category that’s
most relevant for your business. Most often “Real
Estate”
• Advanced Settings: These settings are optional and
allow you to include information about the video
location and recording date, and settings for
comments.

71. Do Not Make the #1
Uploading Mistake!

72. Have a URL at the beginning
of the description

73. YouTube Production Review
• KISS: Keep It Short and Sweet (3 minutes is
good)
• Take advantage of video annotations to share
more videos with your audience
• NEVER compromise quality!
• Make sure to include your full contact
information in the video

74. YouTube Video Ideas Review
•
•
•
•
•
•
tours for available properties
welcome video that showcases your expertise
client testimonial videos
neighborhood tours
Real Estate trends in your area
how-to videos for home sellers to help them get the
highest possible price (staging, before & after, rehab)
• home-buying tips and best practices (first time home
sellers)

75. Uploading Review
•
•
•
•
•
Keywords in the Title
Keywords in the Description
Use Tags
Check the Transcription
Keywords in the file name of the video

76. YouTube Networking Tips
• Respond promptly and informatively to people’s
comments on your videos
• Thoughtfully comment on videos that are
interesting to your target clients to increase
your channel’s visibility
• YouTube Video response is a very powerful
feature if used wisely

77. The key to successful YouTube
marketing is creating

78. Remember
• If you put in the effort you will see the results.
Never
Give Up

79. HSA Social Media Resources
Facebook.com/HSAhomewarranty

80. Video Walkthroughs
• www.YouTube.com/HSAWarranty

81. CONCENTRATE ON BEING INTERESTED INSTEAD OF
INTERESTING

82. You’re not just an agent, you’re a brand.
What does your brand stand for?
Hint: “Don’t say Loyalty, Integrity and experience”
• 3 Step Branding Exercise:
• Write down 3 – 5 things that you think your brand represents in the
market.
• Ask your family, friends, co-workers and most importantly your past
clients what is the first thing that comes to mind when they think
about you and your brand.
• Compare their responses to yours.
What is your BIG, BOLD, BRANDING statement?
For example:
“The #1 resource for selling your Edwardsville Home”

83. Thank You!
Burke.Smith@onlinehsa.com
Brian.Geick@onlinehsa.com

84. Questions