Marketers across the globe agree that video offers the best return on investment. It’s a must-have in real estate, with video-based listings getting 403% more clicks than listings without video. We recently blogged about the use of testimonial videos as part of your marketing strategy. In this article, we’re drawing your attention to the power of webinars!
Consider these stats:
- According to InsideSales.com, 73% of marketing and sales leaders say webinars are one of the best ways to generate quality leads.
- The average attendee viewing time is 61 minutes. That means you get a captive audience of multiple participants for about an hour each!
- Up to 40% of webinar attendees become qualified leads.
More and more top Realtors® are turning to video to boost their business and position themselves as industry influencers. You’ll see how, by investing a little time (and not much overhead) in creating a well-structured webinar, you can instantly engage with your audience and turn them into lifelong clients, while you become the rising expert agent who makes real estate dreams come true.
Why Market with Webinars?
At its core, a webinar (web + seminar) is simply an online video broadcast event. But their purpose is multi-fold.
Here’s how and why they work.
- It establishes credibility. Who hosts webinars? Experts do! A webinar positions you as the expert with something valuable to share with your clients.
- It creates a sense of trust. With video, you can move beyond text-based communication and relate to clients in a much more personable way. You can smile, crack a joke, and utilize tone and timing— all of which help you form a connection with your audience, giving them a sense of what it will be like to work with you.
- It allows you to connect with leads and clients in real time. This benefit makes webinars stand out from most other forms of marketing except for things like in-person events and door-knocking. While direct, real-time contact might seem intimidating, it can be fun, and it leaves room for spontaneity.
- It’s reusable. A webinar’s value doesn’t end when you stop recording. You can choose to have a live audience for your initial broadcast, but your webinar can be repurposed and reused in many ways, like sharing it on your social media sites or web page or emailed to your client list.
- It’s mobile-friendly. A webinar is easy for audiences to consume on mobile devices. Since 70% of web content is viewed on cell phones, it is more important than ever to produce content that’s geared for mobile consumption.
- It puts you where the action is. By 2022, an anticipated 82% of internet traffic will be video content. Today, video is dominant in almost every social sharing platform: Facebook, Instagram, Twitter, LinkedIn, and (of course!), YouTube. A well-crafted segment from your initial webinar can be turned into the perfect shareable mobile video.
Which Topics Are Best?
Start by determining your audience and their needs. Are you targeting residential or commercial sales, buyers or sellers?
Tip: Go for your smallest viable audience and meet their needs first. This means narrowing your focus and speaking to one specific group. Are you the go-to Realtor® for luxury homes in your area? Do you have a knack for helping first-time homebuyers navigate the intimidating process? Do you have a niche market you’re working in?
Choose a topic you’re comfortable with, as well as one you think would appeal to your audience, and get brainstorming! Many aspects of the home-buying and -selling process are confusing or simply unchartered territory for most people. You are poised to shed light on all of this!
You could choose one topic for recurring webinars or break it up into modules. Potential topics or themes could include:
- What you should look for in a real estate agent
- How to prepare for the loan pre-approval process
- What to expect when selling your home
- What to expect as a first-time homebuyer
- Reasons your home isn’t selling
- How to stage your home
- Budgeting: from pre- to post-home purchase
- How to prepare for an open house
- Home safety tips and resources
- Buying an investment property
Your webinar is a platform for not only showcasing your expertise, but for answering viewers’ questions they didn’t even know they had!
Which Software Should You Use?
There are plenty of options when it comes to software, many of which are free! Know what you want to achieve with your webinars, then read reviews and recommendations to determine what will help you achieve your desired result with a minimal learning curve. Test a few options first to make sure you don’t experience any issues. If your webinar lags or has bad audio, it won’t help you reach your audience!
Popular options for Realtors® include:
What About the Webinar Content?
Include plenty of visuals. “Before and after” pics or “dos and don’ts” work well. If you can get a point across in pictures or video, it will be much more appealing than boring text.
Make the most of your time. Before you go live, have an outline and a plan. The final format is up to you, but a possible framework could be:
- Introduction—Take a moment to introduce yourself and state the topic.
- Main Content—This is the “meat” of your presentation where you’ll break down your topic.
- Pitch—Once you’ve shared your valuable information and connected with your audience, you can move on to your pitch or “call to action.” Even if it’s just an invitation to get in touch with you, participants will want to know the next steps. If you have some sort of cheat sheet, check list, open house invitation, or maybe another webinar scheduled, invite viewers to take some action that will give you a means to connect again. If you’ve done your job, your viewers will be lining up.
- Questions—Take advantage of the live audience with a Q&A. Don’t be afraid to respond to a question with, “I’m not sure—but I’ll find out!” Maybe that answer will become a topic for a future webinar or post on your site.
- Engagement—End with something engaging for your audience. A freebie or giveaway is always a great incentive! Bonus: Let folks know at the beginning of your webinar that if they stick around until the end, they’ll have a chance to score something good.
Keep your structure simple and your content relevant. Average viewing times vary according to source, but a good rule is to prepare a minimum of 45 to 60 minutes of content, including the Q&A. If your content is engaging, viewers will stick around! Try not to fall into the trap of content overload, though: leave them wanting more.
Marketing is about making a lasting, positive connection with leads who become clients; webinars are a great way to achieve this. And a shareable, evergreen asset like a fresh, info-forward webinar will pay off for a long time to come!