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RISMEDIA, September 7, 2010—When it comes to online marketing, video is the undisputed leader for efficiency and effectiveness. But, technology is only half the formula. The other half is content. And therein lies the problem for many agents and brokers. Simply stated, “What do I talk about?”

The answer is simple—what are the questions and issues your clients most often bring up? Start making a list, and you’ll be surprised how quickly it grows. Start with basic issues like determining a fair market value for your home, or what potential buyers look for most. Or, you could talk about which cosmetic repairs or remodeling projects offer the best return on your investment. Other topics like types of mortgages, short sales, foreclosures, refinancing, and investment properties make excellent subjects.

Another popular category involves short-term topics that relate to items in the news. Examples include developments involving tax credits, mortgage rates, national or regional economic issues, property values, environmental concerns, and more. Videos on these topics often have a short shelf life, but generate a good deal of interest.

Underlying all of this is the fact that using information to market yourself is a great idea. You’re providing content people want and need, while at the same time building a strong online profile that fosters confidence and trust.

And finally, a quick comment on something I mentioned earlier—technology. With a little practice and planning, impressive results can come from small investments like the Kodak Zi8, or the Flip Ultra palm sized camcorders. When done properly, the quality is quite acceptable and your investment is under $200.

Stephen Schweickart is the co-founder of VScreen. For more information, visit To view Stephen’s Vlogs on successful video strategies, visit