Video is one of the most-consumed types of online content, so it’s important to know how to leverage this medium to grow your real estate business and brand. YouTube is the most popular video website in the world, with millions of users each month. With the right tools and tips, you can create a YouTube real estate channel that attracts your audience, generates highly targeted real estate leads, and increases your revenue at a high return on investment (ROI).
Here are 11 ways to generate highly targeted YouTube real estate leads:
1. Optimize Your YouTube Real Estate Channel Design
Designing a YouTube real estate channel isn’t as complicated as designing a whole website, but it is equally important to make it stand out from your competition. Think of your channel page as a landing page. Your goal is to drive traffic to it so that you can capture and generate leads.
There are six ways to optimize your channel’s design and content:
- Profile image
- Channel trailer video
- Trailer description
- About section
So that new leads find you through your videos and channel, make sure each element showcases your branding, personality, and professionalism. Include your headshot, logo, channel title, tagline, and striking images that highlight your location or ideal client type, and other content that represents your real estate brand.
Ultimately, your goal is for members of your YouTube audience to become clients. In order to do that, they need to gain a clear sense of who you are and what you have to offer them.
Your channel should clearly depict what the channel is about and why viewers should subscribe. Then, make it easy for them to continue watching more of your content by creating playlists based on specific topics or audiences. Even if viewers don’t click on the “playlist” tab, you can select a few of your playlists to appear on the channel page.
Here’s an example of how one California realtor, Jeb Smith, organized his YouTube playlists:
If you are not familiar with designing these types of elements, get assistance from a company like 99designs. Complete a creative brief that describes what you are looking for and 99designs will distribute it to their global community, which will present ideas to you. You will provide feedback and decide on the design that best fits your style so you can enhance your YouTube following and audience.
2. Use Video Editing Tools Strategically
One of the reasons YouTube is so powerful for real estate marketing is because video is more engaging than written text. People typically remember only 10% of what they read, but they remember 95% of messages from videos. However, without a plan, if you film on a whim and just post a video of yourself talking, you probably won’t attract a large number of viewers.
To create engaging videos that generate real estate leads, you’ll need to edit and produce your videos strategically and professionally. It is important to take out any inconsistencies, mumbling, or fuzzy sections to keep the video flowing steadily and eliminate errors. Make sure there are no unnecessary background noises like beeping, gusting wind, or outside conversation so your viewers can hear you clearly. Consider adding subtitles and/or background music to make your video more appealing, accessible, and understandable.
This doesn’t mean you need to spend thousands of dollars on high-end video equipment or learn everything there is to know about video editing, and you don’t have to hire a professional. You can successfully use video to generate YouTube real estate leads with even just basic video editing tools available from BombBomb or Animoto.
If you want to skip the video editing tools completely, though, you can. In fact, you can get even better-quality videos by outsourcing real estate video editing to a pro. There are hundreds of real estate video editors on Fiverr who can produce excellent videos for an affordable price—starting at just $5.
3. Write Search-optimized Copy
If you want your audience to find your YouTube real estate videos while they’re searching online for answers, you need to optimize the written content describing each video for search engines. Since YouTube is owned by Google, having optimized text content on your profile and for each video also improves the chance of your video ranking high in Google searches, potentially bringing you hundreds or even thousands of qualified leads.
YouTube search engine optimization (SEO) is similar to SEO for websites or blog content, so you might not need to learn anything new to take advantage of this strategy. Start by finding the best real estate keywords using sources like Ahrefs or SEMRush. Think about the type of client you want to target and isolate keywords that relate directly to that niche.
For instance, if you are looking for first-time homebuyers, you can use keywords like “affordable homes for sale,” “buying your first house,” or “how to buy your first home.” Since your content will likely be highly localized, your keywords should be used in conjunction with locale, such as “homes for sale in Dallas.”
Utilize the keywords in the video’s title and from a few to several times in the written copy. This tells search engines what the video is about so you can attract traffic among people searching online for similar keywords. Search-optimize the written copy for each of your YouTube videos in the following elements:
- Title: Include the primary keyword in the video’s title and add power words, like “discover,” “alluring,” or “nostalgic” to communicate the value that the video offers (for example, “Nostalgic New England Colonial Home Tour” or “Discover the Value of a Real Estate for Your Home Search”).
- Description: Include the primary and any secondary keyword(s) in the video’s description, and use short paragraphs for readability. Don’t forget to add links to other related videos and a call to action (CTA), like visiting your blog or subscribing to your monthly newsletter.
- Subtitles: Adding subtitles to your YouTube real estate videos helps with SEO because Google can crawl all the subtitle text in the video. Even more importantly, it makes your content accessible to all viewers.
- Custom thumbnail: YouTube allows you to choose from automatically generated screenshots from within your video. However, this is wasting valuable space. While your thumbnail may not directly help the Google algorithm, it will help viewers choose to watch your video among a sea of other real estate videos.
Google is an amazing tool you can leverage to make it more likely that your audience can and will find your videos. However, if you focus too much on optimizing your content for an algorithm, it won’t appeal to the real people you’re trying to reach. When optimizing YouTube real estate videos for search engines, don’t forget to simultaneously optimize your videos for your audience. Include keywords and descriptions that will not only rank highly in searches, but also capture the interest of and speak to the needs of your target audience.
4. Post Engaging YouTube Real Estate Videos
The key to generating leads and growing your real estate business with YouTube is to post videos that actually help people and that they will want to watch. Fortunately, you don’t have to reinvent the wheel. You simply need to be authentic, be clear about who you want to serve, and provide value.
Here are three types of YouTube real estate videos you can create:
If you choose to invest time and money into a YouTube real estate channel, you’ll inevitably need to create some educational content. Educational videos are especially effective when it comes to attracting real estate clients. Educational content teaches your audience something and answers questions they have, which in turn prompts them to reach out to you for more information, see the value in your expertise, and recognize your brand.
Examples of educational video content are “How to buy a home for the first time” or “What a real estate agent can do for you.” You could also create videos talking about how to buy and sell homes at the same time or how to calculate how much house you can afford. The ideas are endless, but they aren’t all equally effective.
To create educational content that attracts viewers and helps people remember your real estate business, you need to get extremely specific. If you create a video talking about the general process of buying a home somewhere in the U.S., it probably won’t provide much value to your audience and it will end up getting buried in a sea of other videos.
On the other hand, you could create an in-depth video about the real estate market in your city right now and for the next 12 months. Although it won’t appeal to millions of viewers, it will have a strong appeal to homebuyers in your area―the people who could turn into qualified real estate leads. In the end, you’ll get the most powerful results from strategic videos that appeal to a specific audience.
Listing videos are the most common type of video created by real estate agents. Interested buyers get a much better and more accurate feel of a house by watching a video than looking at pictures, so it’s a great way to gain more traction for your listings.
In addition to attracting buyers, you can also get more listings with well-designed real estate videos. By filming walk-through videos, virtual tours, and virtual open houses, you can highlight the best features of every home. Plus, you can show potential listing clients how you successfully market properties.
Repurposing your YouTube real estate listing videos to use on multiple sites can not only attract clients, but drives traffic to your YouTube page as well. For example, you can embed listing videos onto your real estate landing pages and single property websites or upload them to listing websites like Zillow, Trulia, and Realtor.com.
As a Zillow Premier Agent (ZPA), you can not only claim your listings but also add photos and videos by uploading them directly to the Zillow site. You will receive exclusive placement on your listings as well as others when you join as a ZPA. Try it for free today.
Create content specific to your area of interest by filming community events, local establishments, restaurants, and activities to highlight hot spots in the neighborhood. You could even create videos about specific neighborhoods to help buyers decide where they want to buy their next home.
These videos educate potential buyers, helping them make more informed decisions about whether they want to live in a particular neighborhood. Be careful not to violate fair housing laws when creating videos by mentioning demographics, religious landmarks, reputable schools, and so on.
Here’s an example of how one Oklahoma real estate agent creates video content with community highlights:
5. Include Calls-to-Action
A call to action (CTA) is vital to every piece of real estate marketing and advertising content because it provides a clear next step for the prospect. If you create content on other platforms, you may be accustomed to writing CTAs, like when you ask users to join your email list at the bottom of a blog post or invite social media followers to view active listings on your website. YouTube content should present multiple CTAs and be placed at the beginning, throughout, and on the end screen of your real estate videos.
Use CTAs to invite your audience to watch other videos, visit your website or a landing page, follow you on social media, like and comment on the video, subscribe to email updates, or subscribe to your YouTube channel. In addition, YouTube provides a particularly large range of ways to present your CTAs to your audience. You can and should include CTAs:
- By verbally mentioning them in your video
- With cards or annotations that appear during the video
- Within the video description
- On the beginning and end screens
6. Target Your Niche Clientele
Make sure your YouTube channel isn’t flooded with overly general content. If you try to appeal to every potential type of real estate client from everywhere and anywhere, you could end up with content that doesn’t appeal to anyone. Instead, create extremely specific content that targets your niche audience and ideal buyer types, including their location, to establish yourself as the go-to expert.
For example, your real estate niche could be expired listings in and around Madison, Alabama. Instead of creating a general first-time homebuyer video that will get buried on YouTube, create a video series about the reasons home listings in Madison expire and how you successfully sell homes in that city. You will attract a very targeted audience much more quickly and generate much more qualified leads. If you’re undecided about your niche clientele, read more about the most lucrative real estate niches.
7. Connect to Your Website & Landing Page
When visitors land on one of your videos or your YouTube channel, it should be easy and obvious for them to get to your website or to targeted landing pages. Although building an audience on YouTube in terms of numbers is important, your ultimate goal is to generate real estate leads and convert clients from among members of your audience.
The key to turning viewers into leads is by getting their contact information, and you can do that most effectively with a website or landing page. Add links to your website in every video description, in text on your video, and on your channel’s home page in order to direct traffic to your website and landing pages so you can capture as many leads as possible.
If you don’t have a website or real estate landing pages with lead capture forms, the good news is that you don’t need to spend weeks designing and coding a website. You can easily create a beautiful, custom real estate website using the tools and marketing expertise at Placester. There are more than 25 modern real estate website templates you can customize to start generating leads faster.
Alternatively, Real Geeks offers an all-in solution to marketing and lead generation. If you’d like to not only set up a website, but also use a customer relationship manager (CRM), email marketing tool, and start running advertising campaigns, Real Geeks can consolidate your marketing efforts. With this easy-to-use, all-in-one platform, you’ll start generating, nurturing, and converting more leads right away.
8. Partner With YouTube Influencers
Even though there are many real estate professionals who are already using YouTube to grow their business, you don’t have to consider all of them as your competition—especially once you establish your ideal clientele. Instead, you can actually partner with other YouTubers in the real estate space to create something that benefits both of you and both of your audiences.
Find YouTubers who have a similar audience as your own and already have a large audience. If you don’t have any connections to them, start supporting them by simply liking and commenting on their videos. Then, reach out and offer a way that you can provide value to their audience.
For example, you could collaborate with popular real estate investors and teach their audiences how to successfully choose and work with real estate agents. By working with other YouTube influencers, you’ll continue to establish yourself as an expert and get in front of a larger number of potential clients.
9. Advertise on YouTube
If you’re serious about growing a substantial audience on YouTube, advertising on the platform is a powerful and relatively accessible way to get results quickly. Since YouTube has advanced targeting data and algorithms, it’s one of the best and most cost-effective ways to run highly targeted ads that bring views to your videos from your desired audience.
Your YouTube real estate ads can be short videos that are played before user-selected videos, or text that shows up in online searches. All YouTube advertisements should clearly display the value that you provide as a real estate agent so that you grab the attention of site users and get them to take immediate action in connecting with you.
In addition, real estate ads on YouTube typically have less competition than ads on other platforms. This is partially because most real estate agents don’t have YouTube channels, so by having one, you’re already a step ahead. There is also no minimum cost for advertising on the platform, but you can expect to pay between 10 cents and 30 cents per click or view.
10. Promote Your YouTube Real Estate Channel on Other Platforms
As powerful as YouTube can be on its own, you need a promotion strategy to get the maximum results out of your real estate content. Since it’s unlikely you can just post something and then just wait for conversions to roll in, you need a plan to get your real estate videos in front of your target audience on other marketing channels.
You can promote your videos by:
- Cross-post YouTube real estate videos to your other social profiles
- Share short clips of the video on TikTok or Instagram Reels
- Embed videos in emails and send them to your lists
- Embed YouTube real estate videos on a blog post or landing page
- Ask your social media connections to share your videos
- Run ads to drive traffic to your YouTube real estate videos
If digital marketing is foreign to you or too time-consuming, your best choice might be to outsource these tasks to experts. You can use Artur’in, a digital marketing company created for real estate professionals, to automate online marketing tasks for more effectiveness and efficiency. You’ll get more mileage out of each YouTube video you create and receive access to analytics and professional guidance.
11. Encourage Comments & Subscribers
Any time you post real estate videos on YouTube, ask viewers to like and comment on the video, and to subscribe to your channel. One of the biggest reasons to do this is because of how the platform’s algorithm works. A video’s success is gauged based on engagement, including likes, comments, and channel subscriptions. The more engagement, the more likely YouTube is to show your videos.
Another reason why engagement is vital to your success in real estate is that it directly grows your audience. It also reveals who your audience members are and allows you to start building relationships with them. They will be able to ask you questions and interact with you, which will showcase your value and expertise to attract clients.
Every time someone comments on your video or subscribes to your channel, add their name as a contact in your CRM. Using a CRM with a visual pipeline, like Pipedrive, you can easily track each time a lead interacts with you or your videos. Pipedrive also uses artificial intelligence (AI) to analyze how each audience member interacts and identify which are more likely to respond or convert.
Why Agents Use YouTube for Real Estate Lead Generation
YouTube could be one of the most powerful and underutilized platforms for real estate agents to grow their audience and generate leads. Most real estate agents see Instagram and Facebook as a simpler and more accessible platform to build an audience, but 74% of adults use YouTube. Although it takes more time to create engaging and well-designed videos, this channel can be an incredibly powerful tool to help grow your business.
Here are six reasons why agents should use YouTube for real estate lead generation:
1. Videos Are More Engaging
Video has become the most-viewed type of online content over the last few years, and it continues to grow. In 2021, the average consumer spent over an hour watching online videos every single day. Creating YouTube real estate videos is an ideal way to engage viewers to grow your business.
2. Creating Real Estate Videos Can Be Easy
Many real estate agents have never created a video for their business, so it may seem like an overwhelming task at first. However, filming real estate videos can actually be simpler and less time-consuming than creating written content or taking photos. Successful YouTube real estate channels don’t need to have a ton of editing or production value—you can see results without expensive tools or editing programs.
3. Less Competition
When you create a Facebook real estate page, you’re one of thousands or even hundreds of thousands of real estate agents just in your city. With that kind of competition, it’s harder to generate a large number of highly qualified leads from organic posts.
However, only a small number of real estate agents have YouTube channels and are actively creating video content. By creating and sharing content on this medium, you’re automatically ahead of the crowd and will stand out in the minds of potential leads.
4. Video Content Can Be Repurposed
Once you create a video, you can share and promote the content within the video on almost every single platform. Video is generally more easily repurposed than written content, and typically gets more engagement.
From one YouTube video, you can create multiple short video clips to share on TikTok and Instagram Reels. You can also write a short email or a blog post where you embed the YouTube video. Share the video on all your social media platforms, and use your TikTok videos in your Instagram and Facebook stories to drive people to the full video.
5. Video Is More Personal
One of the benefits of social media is that it allows you to interact with your audience on a personal level. By creating YouTube real estate videos, your leads get to see and hear you talk before they ever reach out. This makes it easy for them to view you as an expert, and watching your videos makes them feel like they already know you. Using YouTube to grow your real estate business is an effective way to build authentic connections and relationships with leads and clients.
6. YouTube SEO Is Simple
Finally, the potential of ranking in YouTube and even Google searches is a massive benefit of publishing real estate videos on the platform. When a potential client searches for an answer to their question and finds one of your videos, you’ve automatically made yourself a valuable resource to them. Plus, optimizing YouTube videos for search engine optimization (SEO) is fairly simple. With a keyword-targeted title, description, and thumbnail, you’re on your way to being found through YouTube searches.
Many agents don’t initially think about YouTube real estate videos as a method for growing their business, but it can be a very lucrative source of lead generation and help you convert prospects into clients. When using YouTube as part of your marketing and advertising, make sure you first create a content strategy and a distribution strategy. With the right strategic choices, YouTube could be the source of your real estate success.