I absolutely love YouTube!
Even though I appreciate a good cat video as much as the next guy, what I really love about YouTube is its amazing potential as an effective marketing platform for real estate agents who want to grow their businesses.
In fact, the agents we coach are finding YouTube to be a fantastic tool to generate leads & listings, market existing listings and build their brands.
However, if you don’t think YouTube should be an important part of your marketing efforts, here are five reason why I believe you should reconsider:
1. Your Prospects & Clients Are on YouTube Every Day!
Your ideal buyers and sellers are spending tons of time on YouTube.
Think I’m wrong? Well, I’ve got the stats to back up my claim:
- YouTube is the world’s second largest search engine (after Google—which owns YouTube) and the second most trafficked website on the internet.
- Baby Boomers and Gen X-ers (those currently in their 40s and 50s) are the fastest growing demographic groups of YouTube users.
- Each month, YouTube reaches 95% of online adults aged 35+. In fact, time spent on YouTube by those over 35 years old increased by 40% more than any other age group.
- In the United States, YouTube usage is almost split evenly between males and females.
- In an average week, YouTube reaches more US adults than cable television.
- Affluent households use YouTube. 89% of members of households with yearly incomes over $100k regularly use YouTube as well as 82% of those in the $80k to $100k range and 80% in the $70k to $80k household-income category.
2. Video Creation Is Easy & Fun!
When we first mention YouTube marketing to an agent, most have the same immediate reactions — that the technical side of video creation is too difficult and that they don’t have the “talent” to appear on YouTube.
Both thoughts are wrong!
The reality is that anyone—including you—can easily learn how to create very effective marketing videos.
You’ve already got most of the equipment you need. The smartphone you’re likely reading this on has a built-in, high-definition video camera. Add an external microphone and a camera stand (neither of which are expensive), and you’ve got all the tech you’ll need.
And when it comes to appearing on video, every agent we’ve worked with is a little nervous the first couple times and then their inner “superstar” takes over and they look like they’ve been doing videos for years.
We haven’t met anyone yet who couldn’t do a great job on video and we’re sure you can, too. (After all, you’re a real estate agent, so it’s a given that you’re charming, witty and charismatic. 🙂 )
3. YouTube Marketing Is an Unbelievable Differentiator!
Success in this business is all about differentiation—helping your clients and prospects understand what makes you the best real estate professional for their needs.
When you’re competing for listings, including YouTube in your marketing plan provides you with a clear opportunity to separate yourself from the competition.
To illustrate, here’s a note we recently received from an agent we helped get set up on YouTube:
In the ultra-competitive world of real estate, YouTube marketing can give you a real edge in growing your business!
4. Your Competition Hasn’t Caught on (Yet)!
My guess is that, within the last year, you’ve been to a sales meeting or training seminar where the topic of conversation turned to YouTube and video.
I’ll bet you were told that video is the future and that clients are going to expect their agents to utilize it in their marketing efforts.
I’ll also bet that you, and most every one of your peers, walked out of that meeting and haven’t done a single thing with YouTube since.
In fact, we’ve found that less than 5% of agents (1 out of 20) are utilizing YouTube at all and even fewer are using it consistently.
So, even though there is lots of talk and “buzz” about real estate marketing on YouTube, almost no one is doing it!
Large, national brands currently dominate YouTube advertising but that’s not because it’s expensive or difficult. In fact, the opposite is true. It’s the misconceptions about difficulty and expense that are keeping others off YouTube.
This presents an unbelievable opportunity for you to gain a first mover advantage in your market. The sooner you get started on YouTube, the harder it will be for your competition to catch up!
5. Advertising on YouTube Is Cheap & Effective!
You’re probably familiar with advertising (or “boosting”) on Facebook.
Facebook advertising can be an important part of your business but you are facing a TON of competition.
Facebook has worked very hard to make it very easy for almost anyone to throw up an ad on their platforms (which include Instagram and Messenger). And they have been very successful—businesses of all types and sizes now regularly advertise on Facebook.
While that’s been great for FB’s bottom line, for advertisers, it’s meant ever-increasing click costs.
Now, let’s contrast this with YouTube:
- As we mentioned above, most of the current ads you see on YouTube are from big, national brands because creating video is seen as a large barrier to entry (which you now know isn’t true).
- There’s an estimated 300 hours of new video content uploaded to YouTube EVERY minute of EVERY day.
If I can convince you to think back to your college macro-economics class (sorry!) what I’m describing with YouTube is an abundance of supply (tons of videos) with much less demand (far fewer advertisers) than Facebook.
So, what does that mean? You know the answer because you passed that economics class—it means lower prices!
And, that’s what we see every day. The agents we work with are paying mere pennies per video view on YouTube!
YouTube also offers very robust targeting options that are just as good as Facebook’s (and in some instances even better) so you can strategically target your ad spend to exactly the right audience!
The Bottom Line
YouTube allows agents to reach their ideal buyers and sellers where they’re spending their time—and to do so in a very cost effective way (or even for free).
It may sound like a cliche, but video really is the future of real estate marketing.
Clients love to see their homes featured on YouTube and being the agent that does that for them is an amazing brand builder.
Right now, you have a golden opportunity to take advantage of the amazing power of YouTube marketing to grow your business.
The bottom line is that YouTube works very, very well for real estate marketing and you really need to get started with it today!
As always, I’m here to help. You can reach me directly at Steve@TodaysRealEstate.com with any questions, comments or feedback. Take care!
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Original photo by Valdez on Unsplash.