Brokers have been urged to create sharp, engaging videos to build brand awareness, and grow their client base.
Content marketing strategist and founder of Talking Digital Jenny De Lacy said with brokers operating in a significantly competitive market, it is critical for them to differentiate themselves from their peers.
“It’s pretty hard to tell one broker from another on paper,” she told The Adviser.
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“Obviously, word-of-mouth direct referrals where I ask my friend about which broker they used to buy a house are effective. But without that, how do I know one broker from another?”
As such, a video marketing strategy is a cost-effective approach for brokers to increase their brand awareness and visibility and engender trust in the community, she said.
“Can you imagine how much easier it is to get to know and trust someone when I’ve seen them? I’ve heard their voice, seen their body language, read their messages and the key things they want to say to me,” Ms De Lacy said.
“Without video, we’re essentially relying on clients doing their research on Google and looking at websites but we know they don’t just research on websites anymore. They research on social media.
“Video marketing is such a cheap, fabulous way for brokers to stand out. Not only is it cheap to create, it suits almost all social media platforms (maybe with the exception of LinkedIn).”
Ms De Lacy will be presenting a session at the upcoming 2022 Better Business Summit on the new world of video marketing and building visibility on a shoestring budget.
She will outline the video engagement tools brokers could use to create short, engaging videos to capture their clients’ attention, expand reach, position themselves as a trusted adviser, and maximise return on investment.
Outlining your core message
For brokers struggling to set their video marketing strategy in motion, Ms De Lacy suggested that they craft their core message to target their client base depending on the different markets they would prefer to focus on (including owner-occupiers or investors, suburbs, and types of property).
“Once they clarify what they actually want to be known for, it starts to become easier to create video content because it takes some of the guesswork away,” she said.
“If they know their message, they know what their angle is, which makes it easier for them to create their content strategy. They can think about what their market needs to know right now, what is topical at present, as well as the issues that remain evergreen and don’t change.”
Brokers must create videos with four different purposes in mind, including education, entertainment, inspiration, and conversion, Ms De Lacy said.
“Each video has a purpose. Ask yourself what you’re trying to achieve. Is it a conversion-style video and a call to action to win new clients who are on a high interest rate in their mortgage? Perhaps create a video asking clients to get in touch with you right now to save money,” she suggested.
“Are you educating your market about something? Are you trying to show your personality through entertainment by including blooper reels? Are you sharing your opinion about some issues? Or are you trying to inspire people by creating a video detailing some amazing wins that you’ve been able to achieve for your clients and how excited they were?”
‘Fall in love with your phone camera’
The next step is for brokers to become comfortable with using their phone camera and understand which social media platforms and apps would be optimal to post their videos.
“For example, if they want to post on TikTok, they need to get to know the app, spend some time researching how best to make use of it, including what styles people are going to like, what messages are resonating with them, and how to use hashtags,” Ms De Lacy said.
“Spending a bit of time in the preparation would give a better return on investment for those on limited video marketing budgets.”
Top tips for creating videos
While acknowledging that creating videos could induce some nerves, Ms De Lacy said repeatedly recording videos and using their voice could calm the broker’s nervous system.
“Get used to the sound of your own voice,” she advised.
“Don’t create a video for the first time thinking you’re going to love it. It’s about practice, trial and error, multiple drafts, and trying different methods. Once people start, they get better. I have never seen anyone get worse at making videos.”
In the end, brokers have to “just get on with it”, Ms De Lacy said.
“You simply have to take action because the answer is in the doing,” she emphasised.
“You should plan and prepare, but the real solution is to just get stuck into it, like ripping off a band aid.”
To hear more from Jenny De Lacy, come along to the 2022 Better Business Summit, which will be held in May and June across four states.
Themed “Digital Broker”, a variety of speakers will provide brokers with the tools and knowledge to harness technology to increase efficiencies and succeed in their businesses.
The Better Business Summit 2022 will be held in the following locations:
- Sydney, 5 May 2022 at the Australian Turf Club, Royal Randwick Racecourse
- Adelaide, 12 May 2022 at the Adelaide Convention Centre
- Perth, 19 May 2022 at Crown Towers
- Melbourne, 2 June 2022 at Crown Towers
Click here to buy tickets to the summit for $249 and make sure you don’t miss out!
Alternatively, attend the summit for FREE by becoming a member of The Adviser. Click here to learn more.
