YouTube is the second largest search engine in the world (after Google), and the third most-visited site on the internet.
Which means it’s a powerful tool for reaching potential buyers and sellers.
As a real estate agent, you can develop your own YouTube channel to show prospects the videos you want them to see.
By gaining a foothold in the native environment of the world’s second largest search engine, you can also boost your chances of being discovered when people do searches on both YouTube and Google.
And as if that weren’t already enough, because many real estate agents are still doing real estate like it’s 1985, a useful, well-presented YouTube channel can be a positive point of difference that distinguishes you from your competitors.
Setting Up Your YouTube Channel
No one explains the nitty gritty of how to set up a YouTube channel from scratch better than YouTube themselves, so to get started, read this step-by-step guide.
Once that’s done, however, it’s time to set up your channel in a way that’s best suited to appealing to your prospects, and allowing them to explore your videos in a clear and logical manner.
Set Your Channel Trailer
When a non-subscribed prospect visits your channel page, a video will appear at the top of the page and automatically begin to play for them.
This is your channel trailer, and you can select the video it features.
As a real estate agent, the best video to set as your channel trailer is your agent profile video. This video should highlight your unique selling points and use testimonials or reviews to show why people should choose you as their agent. (To learn about creating effective profile videos in more detail, read this blog.)
To set your channel trailer, upload your agent profile video, and ensure channel customisation is turned on. Click the “For new visitors” tab, click “Channel trailer”, and select your agent profile video from the available thumbnails. Voila – your channel trailer will be set.
Set Up Your Playlists
The videos on your YouTube channel can – and should – be arranged into playlists.
Playlists make it easier for people visiting your channel to navigate and find what they’re looking for. They also allow you to group your videos together to target different audiences.
For real estate agents, we recommend setting up 3 playlists: “For Sale”, “Sold”, and “Testimonials”. That way, potential sellers and buyers can easily see the properties you currently have listed, the properties you’ve sold, and your “social proof” from happy clients.
To populate your “Sold” video playlist, speak to your videographer about creating 2 versions of each property video you order. One can be your normal “for sale” video; the other can be the same video, but with a short, 10 second intro where you tell viewers that you’ve sold this property, so if they’re interested in selling they can give you a call. You can also use these videos in your sold section on realestate.com.au.
Optimise Your Videos
If you want to have the greatest chance of people discovering your channel and videos via Google and YouTube search, then you need to optimise your video titles and descriptions.
For your agent profile video, use the following formula for the title: “[Your Name] – [Your Suburb/s] Real Estate Agent”. So it might look like “John Smith – Everton Park Real Estate Agent”. By following this formula, when someone searches “[your suburb] real estate agent”, your video will be more likely to appear in the search results.
For property videos, your title should be the property’s full address, state, and postcode as it appears in Google Maps. That way, if someone searches for the property online, there’s a greater chance your video will appear on the first page of the search results.
Each video also needs a description. Be sure to include your name and suburb/s, along with a link to your individual website or your office’s website.
With a YouTube channel, you have the power to reach a wider audience than ever before.
So, what are you waiting for?
Have you used YouTube as part of your real estate marketing? In your experience, what works best? Do you have any tips about pitfalls and traps to avoid? Let us know in the comments below!