I’ve just been watching this video where real estate guru Tom Ferry interviews Arizona agent Shannon Gillette, who has gone all in on doing video as a promotional tool for her brand and her listings.
Here are some of the notes I took during this video (note time stamps if you want to skip to those parts):
11:30: “When things really took off (for my real estate career) was when I started taking videos for my listings.” Shannon hires a professional videographer to create a 60 sec listing video for every listing she has, and Shannon personally features in every one of her videos because that helps her brand. Her average videos get 10,000 views in the first 7 days through her social media ad campaigns. She also creates videos that feature her that is more like a TV show, rather than videos that only feature her homes.
See her IG channel: https://www.instagram.com/shannon_gillette/
Shannon does a 60 sec listing video on every listing, and boosts the listing to the right people.
Here’s an example on IG of one of her listing videos: https://www.instagram.com/p/CGXtqB2H17P/
17:20: She hired a videographer who was a real estate photographer. Was paying $300 per video, which she noted some agents might say is high but Shannon said the return on investment is huge because it helps her business so much.
19:29: You have to have your profile public (not private). Run off your personal IG account, and share photos of your family. Treat it like a TV show not a commercial – no one wants to watch the commercials.
Tom: Is there a better way to scale trust other than video?
Shannon: No. Even if you only have 20 followers then it’s beneficial to do video – it will slowly grow if you are consistent with your posts.TV show vs commercial:
22:45: You have to let people into your life as an agent. Imagine if you take real estate out of the picture what would be shared? Be a TV show with your content rather than exclusively talk about the real estate side of things. Shannon is investing 3 hours a day into Instagram – engaging with people and responding to DMs, etc.
32:41: You have to get in front of the camera. There is no excuse. It will be uncomfortable at first, but you will get better and better at it. Write a script for each video so you know what to say. Implement it, be consistent, and it will pay off for sure. Shannon then shared some ideas for videos: “Do client appreciation videos, local business videos, do a neighborhood videos, etc. I really believe in pro video and pro photography – this is important.”
Here’s Shannon’s website: https://www.gillettegroupaz.com/
Also check out her YouTube channel: https://www.youtube.com/channel/UCzu7Cd3a9-8h7SXZ7TZQiXA