What Your Videos Should Really Be Selling
Leigh Brown, ABR, CIPS, broker-owner of RE/MAX Executive Realty in Concord, N.C., has become known as the video queen. So it seemed to make sense that she was leading a session at Real Estate Connect in New York on Friday titled “How I Use Video to Sell Houses.” There was just one problem.
“I don’t use videos to sell houses,” Brown said. “I use videos to sell myself.”
Many agents think of video as a more dynamic way of showcasing their listings, but really, they should be using it to showcase themselves — their personality, their expertise, the people they are, Brown said. Instead of focusing on creating video home tours, consider creating video tutorials on how to buy or sell, or just to give your opinion on market conditions.
“Here’s the thing, you are the product,” Brown said. “I’m the one people come to to ask how to sell a house.” She gave an example where focusing the camera on herself instead of a house pays off: “I want my sellers to understand that it means nothing that they have wire shelving in their linen closets.” A video focusing on the home itself won’t explain that, so it makes more sense for her to make a video of herself explaining the concept to viewers.
“Sellers hire me because they’ve watched all of my videos and they know what I’m about,” Brown said. “They come to me because they want someone who’s engaging. They know what to expect when they come to me.”