Editor’s Note: The Industry Influencers series analyzes the industry’s most effective marketing efforts and shares experts’ actionable insights.
Loida Velasquez, a REALTOR® with Team BC at eXp Realty in California, has over 40,000 subscribers on YouTube and has made 150-plus YouTube videos since 2011 that focus on real estate and helping agents grow their business. Some of her videos, particularly those focusing on tackling live objections, have over 100,000 views.
Velasquez’s YouTube page has playlists that segment videos based on the following categories:
- If You’re Thinking About Getting Into Real Estate
- Great Tips for Open Houses
- Where to Find Leads
- Working With Buyers – FAQs
- FSBO/Expired Live Calls, Tips, Objection Handlers
- Tips for Agents Featuring Bryan Casella
- Real Estate Tips for Agents
“[Video] has given us a sense of credibility and being reputable in this industry,” says Velasquez. “Not only do consumers see videos, but other REALTORS® do as well, and it has allowed for consistent referrals because we have become the go-to agents in Southern California.”
Providing Valuable Information
Velasquez’s value proposition lies in her engaging practice of guiding agents through real-life scenarios. She often films herself going over scripts that can help agents in a variety of settings, particularly when objections arise. These can be especially valuable when guest speakers join in, allowing Velasquez to role-play, showcasing how agents can improve their listing presentations, cold-calling, and more. Additionally, she keeps the content light and energetic.
Using Video Across Multiple Formats
“On social media, our team puts out videos on YouTube that range from training for agents to informational videos for clients,” says Velasquez.
However, videos don’t have to be shared solely on YouTube. Velasquez leverages her video efforts across multiple platforms and her website.
“Currently, we use video a lot to reach out to our clients, as well as put ourselves out on social media. With clients, we like to send video text messages to introduce ourselves along with leaving a message,” says Velasquez. “This helps a lot with building a relationship with a potential lead because they can now put a face to the name. We also incorporate video in the weekly newsletters we send out.”
An Edge Against the Competition
Velasquez says video marketing has allowed her to “stand out in an industry that is saturated with hundreds of thousands of real estate agents.”
While video is becoming extremely popular, not many agents understand how to leverage the technology to boost their business.
“Not many are using video, and because we have remained consistent, we have become very well-known in our industry. When meeting with clients, our presence on social media, which we’ve built through video, has given us more credibility,” says Velasquez. “Many times, we have met clients for the first time, but because they had seen us in video before, our meeting was much smoother, and they felt like they already knew us—it creates a sense of being like a celebrity.”
Incorporating Video Into a Marketing Plan
According to Velasquez, the key to a successful video marketing strategy is to just jump in and stay consistent.
“Nowadays, every smartphone comes with high-resolution capabilities allowing us to film quality videos,” she says. “Video marketing will definitely make any person stand out, especially if not many are doing it! In this industry, you have to think outside the box and do things that people will remember you by. And what better way than with video?”
Watch the video below for additional digital marketing tips from Velasquez:
Liz Dominguez is RISMedia’s associate content editor. Email her your real estate news ideas at firstname.lastname@example.org.