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Jonathan Mack started his real estate career seven years ago, not realizing his claim to fame and amazing sales success would come from his real estate videos. He implemented video marketing and social media into his business to stand out in an oversaturated market. By doing so, he increased his GCI by $100,000 and tripled his client base. Find Mack’s tips for creating your own video marketing messages below and watch his recorded webinar here for more tips on generating leads and trust in a tough market.

Most people never create their first video because they allow themselves to be intimidated by the technology and skills it takes to produce a video or because they’re scared of how they will look or sound on camera. However, creating videos is actually easier than you think. All you need to get started is a plan, a smartphone with a camera, and some free or low-cost editing software.

Before you start producing your first video, decide whether you want to spend more to have a professional create your video, or do it yourself and have a less polished, but more sincere product. There’s no right or wrong answer.

Before shooting your first video, remember that it’s not about being perfect. If you or your video are too perfect, people feel like they’re being sold to and leave after the first 3 seconds. Instead, try to be authentic; your clients love you in person, so there’s no reason your leads won’t love the authentic you on camera, too.

All you need to shoot your first video is a video-equipped smartphone. If you do want to invest in a better setup, you can upgrade your production with a lavalier mic and a gimbal off Amazon for around $200. Once you get your equipment in order, decide what your video will be about and create a script. If you prefer being spontaneous, just come up with a few key talking points for your video and wing it.

Make your videos simple, fun, colorful, and engaging. Not full of technical details, tax information, or mortgage rates. According to Mack, “Numbers make people think, emotions make people act.” You want your viewer to act – to contact you or schedule a time to look at a listing or have you tour their house.

“People don’t like to be sold to,” explained Mack. “So we branded ourselves as consultants rather than salespeople. A consultant helps people; salespeople sell things.” That’s why videos are such a great medium for differentiating yourself in a tough market. With hundreds of agents competing for the same properties, you have to do something to break through the noise and show potential clients the value you have to offer them. Video also allows you to build trust with people so that they feel comfortable meeting you face to face.

When you realize old media like mailers and door hangers don’t work anymore, you start looking for a new “Gold Mine.” Something with high deliverability and a low cost. Something personable and authoritative while being unique and entertaining. Something you can track to figure out what works and what doesn’t. That’s when you turn to video and social media. For more tips from top agents, register for the next Secrets of Top Selling Agents webinar!