Creating great consumer education video content can help your business thrive. We know this because we’ve seen our top video influencers in real estate thrive in this video niche by creating informative, valuable and engaging content that ultimately leads to people wanting to work with them.
And while your go-to consumer education video might be a market update, there’s an endless amount of topics you can touch upon that can be of value to potential and current clients.
In fact, they want this content and are actively looking for it, especially on YouTube. According to WordStream, YouTube has more than a billion users, which accounts for about a third of all internet users. And “The Values of YouTube” 2017 study reported that 86% of viewers often go to YouTube to learn something new.
Karin Carr, one of our 2018 Top Real Estate Video Influencer Up and Comers, has truly embraced this consumer education video genre as her niche. And despite only starting her YouTube channel two years ago, she has over 4,400 subscribers and videos with thousands of views. The Keller Williams Coastal Area Partners agent also got 75% of her business from her YouTube channel alone—and no cold calling.
See the video below for a look at what Karin focuses her educational content on and why she does so. And keep reading the post below for more on her story, why you should make consumer education a top priority when creating video content, and how to be successful with it.
Table of Contents
Consumer Education defined
-Recommended real estate topics
Achieve success with consumer education videos
-Getting creative with content
-Prioritizing keyword research
-Staying consistent with video
-Being yourself on camera
-Providing value in videos
-Karin’s bonus tips
Why consumer education videos work
What is consumer education?
So, the consumer education definition is pretty self-explanatory when it comes to video—you are providing educational content from your industry to consumers. But there are many ways you can approach this.
“When people go to YouTube, it’s a search engine. People are looking for videos like, ‘How do I fix my washing machine?’” Karin explains. “On YouTube, people go there to learn something or to be entertained. And if you can combine the two, those videos perform really well.”
And she’s not wrong. The top five reasons reported for why people turn to YouTube are:
1. For help with fixing something in a home, car or other
3. For learning something new
4. For satisfying curiosity about a topic
5. For assistance with solving a problem
For real estate, she recommends topics like:
• How much does it cost to sell my house?
• How much do I need for a down payment?
• How do I stage a home on a budget?
“They’re Googling those questions, and if you make a really good YouTube video it can show up in the very first page of Google search results,” Karin says.
You can also get the full guide of real estate consumer education ideas at the end of this post.
How to be successful with consumer ed videos
Now, you might be wondering how to get started and prosper with educating consumers via video. And there are steps you can take to maximize your potential, and thrive with it. Here are Karin’s tips and recommendations for anyone looking to get started:
Get creative with your content ideas
When curating your consumer education content ideas, think outside of the box and get creative with your videos. Use your location, industry experiences and challenges as inspiration and opportunities to teach and generate prospects.
The first thing Karin did when she started making videos was pick a specialty to tailor her videos to—working with the military, as her market is located in Savannah, Georgia, a military community. A lot of the videos she made were about VA loans and using Basic Allowance for Housing (BAH) to cover mortgage payments.
“I was trying to come up with topics that I thought those specific people would be interested in, and that way I would attract my ideal client. Once you know who you’re trying to reach and what they want to know, it’s pretty easy to come up with content,” she continues. “If you try to be a general all-purpose agent in the market, there’s too much competition. You have to prove your value, and you do that by being a specialist.”
It’s also important to keep a bank of your ideas recorded somewhere—whether that be a notebook, computer, phone, etc. that you can access any time you get a new video idea. Karin keeps all of her ideas on her phone’s notes application.
Make it a priority to research keywords
Keyword research is SO IMPORTANT if you want your videos to be viewed. They determine where your video will rank in search results. And the video views generated through this are what lead to conversion.
Data from Advanced Web Ranking indicates that the higher you rank in search results, the higher the possibility that consumers will click and visit your website. The highest ranking Google desktop search results garnered a 31% click-through rate and 23% on mobile! As a result, the lower you rank, the lower your chances are of getting those clicks.
After deciding on an idea for her videos, Karin always does keyword research. She uses Keywords Everywhere—a free Chrome and Firefox plugin— and looks for what people are typing into the search bar that has a lot of searches, but low competition.
“If there’s low competition for a keyword I can rank for it at the top of the search results pretty easily,” she says.
Karin uses her selected keywords in the titles of her videos to get more organic traffic to them, and, in turn, her website to generate more leads. “If you make a great video but give it a terrible title, no one will ever find it in the search results,” she says. So, it’s best to avoid general titles like “Karin’s Vlog #2,” and instead use more specific titles that include your keyword, such as “Home Staging Tips to Get Your House Sold.”
She said even if there’s only 200-300 searches a month—but there’s little competition—for a keyword that shows intent that it’s still beneficial.
“They’re not Googling, ‘How much is a house in Savannah?’ if they’re not looking to buy a house,” she says. “So, 200 searches with high intent is fantastic! It doesn’t have to be thousands and thousands of searches a month.”
Consistency is key with video uploads
One of the lessons Karin talks about time and time again is the importance of consistency with your video uploads. She highly recommends:
• Figuring out what your upload schedule will be like and sticking with it
• Putting your upload schedule on a calendar
• Not skipping any of your scheduled upload times
• Recording multiple videos on a specific day of the week to have content to schedule out
• Say in your YouTube channel art or social media platform how often you’ll be posting videos
“You will be rewarded by the YouTube algorithm for your consistency,” she says. “It it tough? Yes, it is. But I’d rather be consistent than perfect.”
And her reason for this is, “If people show up to your channel on Wednesday morning at 10 a.m. expecting there to be a new video and there isn’t one, eventually you’re going to train them and the YouTube algorithm that you are not consistent and that you don’t show up when you say you’re going to. Is that really something you want to be known for?”
Probably not, so be as consistent as possible!
Be yourself on camera
Do not be afraid to showcase you and your personality on camera. Video is all about showcasing who you are and what you have to offer—not what you look or sound like. So, own your video and who you are, and let your authenticity and humanity shine through.
“You look how you look, and you sound how you sound—nobody cares. You just keep making videos anyway because you will attract the people that like your personality, however you appear on camera,” Karin says. “They will like that about you. They will feel drawn to you. And when the time comes they will ask for your help. People are looking to you for your guidance and your expertise, not because you have a 26-inch waist.”
Also, don’t script your videos. It doesn’t work, and you won’t come across as genuine. When Karin started creating videos, she used scripts and could never get it to sound natural. Now she creates a bullet list of everything she wants to talk about, and builds from there.
Karin showcases her personality in every video she produces. She’s not afraid to be goofy and have fun in her videos, or be animated with her facial expressions or use her hands when she talks. She even dresses up in characters sometimes to make more data-heavy videos, like market updates, engaging and exciting yet still educational.
“I try to make it entertaining as well as informational. We feel like we have to be very professional in order to come across as competent. But that doesn’t mean we have to be boring,” she explains. “You can still be yourself on camera and show your personality and still deliver the information they want to know.”
Provide consumer value in your videos
After Karin decides on an idea for the video she’s going to record, she sits down and records a hook that includes her keyword at the very beginning to draw them in to the video from the start.
“Too many people start with introducing themselves and basically talking about how great they are for the next 45 seconds and nobody cares,” she says. “So I do my hook and then I briefly introduce myself because you have to say that you’re a real estate licensee so you don’t get in trouble with your local real estate commission, and you want them to know where you are physically located. Get through that quickly and then move on.”
Then she gets to the topic at hand quickly, and makes sure she answers the question viewers tuned in to have answered.
“You have to not talk all about yourself. You have to think of what the consumer wants to watch in a video, and it’s not a commercial,” she explains. “They typed something into the search bar because they were trying to find an answer to that question. People are looking for this information, so give them what they’re looking for and you will be rewarded with more business than you can possibly imagine.”
By not making videos that sound like sales pitches, you come across as more relatable and helpful.
“If they don’t feel like they’re being sold, I think it really lets them let their guard down and then they trust you,” Karin says.
She ends with a call to action that, again, is not straight up selling anything, but offering something of value, like a VA Buyers Guide. And that guide is on her website, which they submit contact information for and then she has a lead. She says 90% of the time, she received legitimate information, and her prospects are excited to hear from her because they think she’s famous after seeing her on YouTube.
Karin’s Bonus Tips:
–Video length: Karin keeps videos around five minutes for a higher possibility of showing up in search results. This is short enough for the consumer to keep watching the whole video if they’re interested, and long enough to appeal to YouTube’s algorithm. Shorter videos are OK for other social media platforms, and may actually perform better on those outlets. HubSpot recommends the following video lengths for social media platforms:
• Instagram: 30 seconds
• Twitter: 45 seconds
• Facebook: 1 minute
• YouTube: 2 minutes
–Equipment: You don’t have to use expensive equipment to make a quality video. Karin uses her phone or tablet most of the time to record content. She also uses an inexpensive microphone that just plugs into the audio jack. She does use a ring light for better lighting, and has a camera, but for the most part she sticks to the basics. And for her editing, she initially used the built-in video editing software from her computer and now hires a virtual assistant to do it. “All that time you get back is worth the expense,” she says.
Why consumer education videos work
Cisco estimates that by 2022, internet video traffic will account for 82% of all web traffic. And people are spending over a billion hours a day watching videos on YouTube. That is a huge stream of potential customers you can reach with consumer education videos.
And, in the words of Karin, “I get a boatload of leads. And they’re not just leads—they’re leads that turn into clients, and closings and commission checks.”
She was new in her town in June 2017, and within a year had so much business she needed to hire a showing assistant. Then that showing assistant became a buyer’s agent. And then she had to hire another buyer’s agent, two virtual assistants, and now she’s looking for a listing specialist. All of this happened within two years because she started making consumer education videos.
Karin explains that when people go onto Zillow and see a house for sale and request additional information, they don’t care who calls them because they’re just interested in the house. But if they watch her video on “How much does it cost to sell my house in Savannah?” and they call, it’s because they want to work with her.
“Whenever I get a seller lead or a buyer lead for that matter, 99% of the time they don’t even interview anybody else,” she says. “It’s amazing that by the time they’ve reached out to you, they’ve already decided that you are the person that they want to work with.”
When you give your prospects your wealth of knowledge via video without expecting anything in return, Karin says that when they do call you “it’s a done deal.”
“I’ve had people sign buyer/brokerage agreements over the internet and they’ve never even met me in person before because they feel like the know me already having seen so many of my videos,” Karin says. “It’s the best form of lead gen that I’ve ever done and I’ve been in business for 14 years.”
Get Started Today!
Now that you have all the knowledge to thrive with consumer education videos, it’s time for you to start making your own—whether that’s on YouTube, social media, or a video email via BombBomb.
If you’re feeling a little reluctant to start and are doubting if it’s for you, you are not alone. Karin says her first videos were bad. But she kept doing them, and look at where she is today.
“The first 20 videos you make are going to be awful. Make them anyway,” she says. “The more you do it, the better you get. Start now. The longer you wait, the longer it will be before you start to master it.”
And it you’re in need of inspiration, check out our 2019 Video Influencers Guide when it’s released later this year. There’s a whole section on our top real estate video influencers in consumer education that you can learn from.
For more helpful information from our partners at BombBomb, check out their blog!