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Real estate agent who’s used personal branding, showing a property to a couple

You’ll stand out from the crowd and engage your audience with personal branding videos.

Key Takeaways:

  • Your unique value proposition is the foundation of your brand.
  • Storytelling creates a personal connection with your audience.
  • Community engagement allows you to get to know potential buyers.

Personal branding is a key part of success in any field but is essential in real estate, where individual connections are the bread and butter to closing a deal. Video is a powerful tool to convey your personal brand. With video, you can quickly establish trust, showcase expertise, and engage with the community.

In today’s competitive market, it can be a challenge to effectively leverage video content to establish and enhance your personal brand. Below, we explore how to develop your unique brand strategy, create engaging storytelling that highlights your successes, and promote your firm in the community.

Develop your video branding strategy

The first step to solid personal branding using video brand is to identify your unique value proposition (UVP). This is a concise statement that sums up the value you bring to clients, the benefits of working with your firm, and how you stand out from the competition. Video can help tell your UVP story by:

  • Demonstrating your brand value. You are the real estate expert in this relationship. Potential buyers look to you to guide them through the real estate wilderness, help them steer clear of pitfalls, and provide options that fit their needs.
  • Showcasing the best you have to offer. There’s no better way to convince a potential buyer to commit than by showing off the place they’ll be living. Video tours show the scope of a property and delve into the features that make it truly special. This is particularly useful for customers who are considering multiple properties and don’t have time to comb through the details of each one.
  • Giving your audience a voice. Client testimonials can be just as influential (and possibly more) than your voice. A genuine opinion from a satisfied homeowner makes it that much easier for potential customers to trust you and your brand.

The next step is to identify target audience segments and adapt your videos to speak to their specific concerns. Here are some ways to accomplish this:

  • Create multiple videos. A single video probably won’t speak to all audiences so it may be necessary to create multiple versions. This is where ready-to-use templates are essential. They allow you to quickly change text, images, music, voiceover, and footage on a pre-existing template.
  • Speak their language. What age range/demographic are you trying to reach? Should the text be conversational or more formal? Should you shy away from industry jargon and lean into local vernacular? It’s crucial to get to know your audience and craft a video that speaks to them.
  • Keep it simple, but thorough. Conventional wisdom says that audiences have ever-shorter attention spans so you should get right to the point to make an impression. On the other hand, serious home searchers want a detailed walk-through of their potential home, plus time to get to know the agent. Again, your audience will determine which is best and it may be a good idea to have short- and long-form versions at the ready.

You can also reinforce personal branding by creating a consistent brand image and voice in all of your video content. Industries of all kinds benefit from brand consistency, including and especially real estate. In fact, you can increase revenue by up to 23%. A brand style guide is an ideal tool to put the correct message in front of the right audience at the right time. It includes big picture pieces like the brand story, mission statement, and tagline, and also the nuts and bolts such as the logo, colors, and typography.

Next, let’s get into engaging your audience through storytelling. 

Engage your audience through storytelling

Compelling stories can highlight your team’s successes and your clients’ positive experiences. It’s easier than ever to incorporate them into videos, listings, and social.

Here are a few suggestions on how to get started:

  • Tell your personal story. Potential buyers will be working with you one-on-one to find their next home so you must establish a personal connection. It can be challenging to know what to talk about or how to present yourself. Stick to some basic questions: How did you get into the industry? What does a day in the life of a realtor look like? Who are your mentors?
  • Give tips and tricks. Buying a home involves many moving parts, and a series of how-to videos on how to manage them is a great way to engage your audience. Try embedding these bits of advice into stories, such as how a newly married couple was able to buy their first home and how they avoided pitfalls along the way.
  • Make your listings pop. Video can make your listings more dynamic by providing a walk-through of the home and giving some fun facts about its history.
  • Let people peek behind the curtain. Behind-the-scenes content humanizes your brand, builds trust by showing you’re a real person, and showcases what you can do for your clients.

Video storytelling can boost your marketing by telling personal stories and opening up dialogue between agent and audience so that when it comes time to commit to a property, prospective buyers will feel connected to you and call you first. It stays in your head, far more than sales copy. Plus, even if potential clients don’t recall the details of a property, they remember the warm feeling they had when speaking to you.

While storytelling creates an emotional connection with potential buyers, highlighting your expertise instills confidence. Let’s move on to how to do that. 

Highlight your expertise through educational content

Educational videos will help establish you as a trusted source of knowledge on the real estate industry. They are particularly useful for first-time homebuyers who crave direction and insight on such varied topics as negotiation strategy, things to look for on a walk-thru, and what to expect in the first month at your new home.

Here are some areas worth covering:

  • Market analysis. Dig into current market trends and what they mean for prices, financing, and labor costs. With this data, your insights will be valued by both buyers and sellers.
  • Financing options. There are many variables buyers must consider when financing a home, from mortgages to home loans to interest rates. They can seem confusing to someone not in the industry and your seasoned perspective can provide clarity.
  • Renovation tips. Equip readers with the DIY know-how they’ll need to keep their new investment in top shape.
  • Selling strategies. When it’s time to sell, your clients will encounter a whole new world of challenges, including pricing, home staging, and negotiations. You can be the steady hand they’ll need to guide them through the process.

In an era where people turn to YouTube for concise, compelling answers to their burning questions, you have an opportunity to brand yourself as the go-to knowledge base for real estate. Next, let’s talk about promoting community events. 

Get involved in the community

One of the best ways to establish your personal brand while also giving back is to get involved in your local community. Here are some great ways to dive right in:

  • Sponsor a local sports team. Help fund uniforms for your local little league or basketball team and you’ll demonstrate goodwill and get your name out there at the same time. Go to as many games as you can to cheer on the team and meet families and fans.
  • Get involved in government. The best way to stay abreast of local issues that may affect your business is to attend city council meetings. You’ll demonstrate your commitment to your town, show that you’re an expert in your field, as well as get valuable face time with civic leaders.
  • Join local charity events. Join a team for your local charity walk or run (or even start your own team), serve on a nonprofit board, or volunteer your time and expertise for those organizations that need it most.

Video is a great way to show how your firm is making a difference, while also spotlighting the many great organizations and partners you’ve worked with along the way. Post regular highlight reels of your team around town and be sure to direct audiences to how they can support these groups as well. Include full videos on YouTube and also short excerpts on social media.

Engage the video branding experts

Now you’re ready to take personal branding to the next level – telling your story, sharing your years of earned wisdom, and engaging fully with your community. You’ll build trust with clients and connect with them on a deeper level. And, luckily, there’s a partner ready to step in and help make this happen.

Morpheus Marketplace lets you create professional-quality video with far less cost and time. You’ll gain heightened brand awareness and more engagement, which benefits you and your clients. Join our waitlist today and become an early adopter of this singular tool.