Aug 19 2022

YouTube for Realtors: A how-to

YouTube is a great way for Realtors to grow their business. Here's what you need to know.

For years, YouTube was the most-used social media platform. Recently, it’s dropped to second place, beaten only by Facebook. Ranking in the top two isn’t too shabby—especially with YouTube still retaining a reach of 2.2 billion monthly active users.

YouTube’s popularity keeps growing. Yet only around 24 percent of agents use it. (If you're one of those agents, this article will be a great refresher to make sure you have your channel set up correctly and optimized to attract new clients.)

Maybe it’s the perceived learning curve. Maybe it’s feeling too busy to integrate video marketing. Whatever the roadblock may be, taking the time to set up your own YouTube channel could plug you into an untapped market. On top of that, you might find it easier to stand out since such a small number of agents are utilizing it.

Real simple: Starting a YouTube channel for real estate

No need to feel intimidated. Try our simplified approach to YouTube for real estate agents:

1. Set up your channel.

Do you already have a Google business profile? If yes, sign in. If no, make one for your business here. You can also use a personal account, but it’s usually better to keep things professional when marketing for and branding your business.

Then:

  • Create your YouTube channelYou’ll need to name it with something that represents your business and is easy to search. [Your Name/Your Business Name] Real Estate or [Your Name |Your City} Real Estate are good examples.
  • Brand and personalize your channel. You can do this by uploading your profile picture—ideally, your headshot or logo used on all other social platforms. Also, upload a channel banner, which could be as simple as a house, a view of your city, or a customized graphic showcasing your brand.
  • Write the description for your channel. This could be the same blurb used on your website or Facebook or Instagram page; consistency is key. YouTube channel descriptions should be no less than 250 words. You can also look at other agents’ channel descriptions for reference (see below).

Add playlist categories to put on the finishing touch. You can start with several simple playlist titles, like Market Updates, Listing Tours, Testimonials, and FAQs, and then plan to add more as you build out your channel in the future. Here, both consistency and variety are key; use some of these basic categories and incorporate some of your own unique ideas, like real estate humor or tips on your areas of expertise.

From “like cash” pre-approval* programs to expedited closings, our Loan Officers are here to make your life easier. Connect with an Academy Loan Officer to discover new ways to better serve your clients.

2. Get inspired.

Now that you have setup out of the way, this is a great time to subscribe to other channels from established agents:

  • Search for and subscribe to three to five (or more) channels with a solid following. (Here and here are a few places to start.)
  • Aim for a diverse selection of channels, made up of solo agents posting market updates, coaching agencies sharing marketing tips, and others.
  • See what they’re doing right: Note which videos have the most views and engagement—particularly from buyers and sellers, not just other agents—and how often they’re posted.

Use your research to create a publishing calendar. (You can find a content calendar template to download here.) Then start plotting out which days and times you’ll post and with what content. Though recommendations are always changing, current research suggests posting to YouTube four to six times a week, preferably on weekends. However, any content is better than none.

3. Record and upload your channel trailer.

Along with your description, the trailer is what visitors will first see when coming to the page for your channel. A YouTube channel trailer should run for about 30 to 90 seconds. You can use this short video to introduce yourself, explain more about the services you offer, and let viewers know what kind of content they can expect from you and why they should subscribe.

4. Make time to create and support your posting strategy.

Creating video content will get easier as you gain experience. But to start, you’ll need to block out a few hours a week to research topics and keywords, record and edit, and upload the content outlined on your publishing calendar. If you’re new to recording, here’s a helpful video on making YouTube content using an iPhone. You might also progress into more in-depth video editing as you get acclimated.

It’s important that all videos you create are optimized for search engines. YouTube is considered the second largest search engine, right behind Google. You can optimize videos by using a free keyword research tool and by including your city and specific neighborhoods where they fit to make your rankings hyper-local.

5. Cross-promote your content.

YouTube videos aren’t just for YouTube. Once a video is published, you can integrate it into other platforms, drawing more viewers to your channel. Send out a brand-new market update video via email, post a listing tour to Facebook, and embed your videos in your blogs or on your website. Video is still king when it comes to engagement, so don’t let your valuable videos go to waste.

Get help making your clients’ dreams come true

Academy Mortgage Loan Officers know that you can’t have one without the other. Real estate agents and Loan Officers form a symbiotic partnership. Could you use some support? Find out how we can work together to make homeownership happen for as many buyers as possible.

*Pre-approval is not a commitment to lend. This is for informational and educational purposes only and not intended as an advertisement as defined by Regulation Z. Please consult a trusted professional as personal circumstances may vary. No specific results are guaranteed. MAC723-1482178.