Since we started producing these videos in 2010, our online sales leads have doubled. As with any new undertaking, we had a learning curve, but now we have a system that helps us keep our video content fresh.
And Google rewards us for our regular updates by boosting our placement in search results.
Below are a few keys we wanted to pass along:
Simple is better - Don't concern yourself with purchasing expensive equipment and editing software. All you need is a Flip Video Camera or similar product, a stage against a branded or colored wall, and a desk lamp shining on the set. If the lamp creates a glare, simply cover the end of the lamp with a white piece of paper. Visitors aren't expecting Hollywood-quality production; they just want the information. As viewership improves, your comfort level creating the clips will improve too.
Be relevant and focused - Focus your segments on very narrow topics, such as three tips for first-time buyers, current interest rates, or what it means to work with an agent who has a team. The topics should be based on general Realtor knowledge, trends in your market, or client situations that agents are confronting.
Keep them short - RE/MAX QuickHits are a great model of how long viral videos should be. Being the long-winded guy I am, some of our early clips were as long as 10 minutes. Now we understand two or three minutes is all the consumer will hang in for.
Film several clips at once - Record five or six segments at a time so that you can steadily roll out new content, which Google looks for. When only two remain in the queue, plan a new time to shoot the next half-dozen videos.
Broadcast them - On your office's YouTube channel, social media networks, blogs. Wherever you think it would make sense. The beauty of the multiple channels, is that the exposure can grab more consumer traffic for your videos outside your market and even internationally.
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