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Creating Compelling Real Estate Content: A Step-by-Step Framework · The Real Estate Agent Playbook

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  Was one of your goals this year to get on video or create more relevant
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  content for your audience in order to expand your real estate business?
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  That was the case.
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  You may be off to the races, but you will hit a roadblock, or maybe you've
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  been creating content for a long time and you just feel stuck in the mud.
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  Today, I'm going to go over a simple framework that you can
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  absolutely apply to any part of your content creation and business.
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  And you will have better success.
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  Stay tuned.
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  What's up guys, Jeremy Kane, Real Estate Agent Playbook.
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  Today we are going to dive into content creation.
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  Something that I have battled with over the years.
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  Last year alone I created three full length videos every single week.
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  Two for my real estate agent channel and one for my production channel So i'm
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  going to go into a little trick that I use when creating content and hopefully
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  it'll help you If you like what you hear, please share this with another real estate
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  agent as you know us real estate agent slash content creators Need to stick
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  together and rise up and continue bringing the good news to our target audience.
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  So like, comment, subscribe, share the podcast with somebody that, could
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  use to hear it and let's grow these communities and let's come together
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  and absolutely crush this year.
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  So what is that framework?
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  I'm not going to make you wait till the end.
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  It is what, why lesson apply.
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  And if you can step back and kind of think about this from a higher view or a bird's
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  eye view, this is just taking one little piece of what you're going to talk about.
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  And giving tactical information, explaining why it matters, giving a lesson
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  about, you know, what's going on, anything that can, you can take forward with that.
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  And then we're going to give a little bit of tactical strategy to apply
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  this into our audience's lives.
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  So we're going to have, an example.
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  And today I'm going to use.
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  Moving to Denver, Colorado, since that's where I serve.
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  I'm an agent there, just a basic, simple, what, what can be that question?
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  What can be something from answer the public?
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  What can be a story that you're going through for all intents and purposes?
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  What is going to be moving to Denver, Colorado, for this
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  framework as we move forward.
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  And we need to make sure that we're not going off on major tangents, right?
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  So we need to really stay focused on that.
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  What?
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  Because we don't need big, long videos going down different rabbit
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  holes and confusing our audience when consumers are looking on YouTube or
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  scrolling on Instagram or whatever.
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  They want to get their attention, they want the information, and they want to go.
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  And this can apply to short form, reel, reels, all of that.
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  However, we're gonna talk about it in the mainframe of a long form video.
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  So, first thing we need to do is kind of qualify our what.
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  So, we're talking about, okay, We're talking today about
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  moving to Denver, Colorado.
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  The five things you need to know because our market is so dynamic.
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  The real estate market is ever appreciating and it's a
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  great place to live, right?
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  So I'm defining the what and giving people a little bit of relevancy to
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  the topic and where I'm going to go.
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  Okay, because moving to Denver, Colorado could come a million different ways.
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  It could say, you know, the vendors you need to know when moving to Colorado, the
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  five things you need to know, you know, health wise, or the five neighborhoods
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  you need, you know, you could go down all these rabbit holes, but we're just
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  talking about, you know, moving to Denver, Colorado, what you need to know, right?
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  And so if you're moving here, probably need to know, you know, cost of
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  living, kind of what the prices are.
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  And anything that you might expect, weather, anything like that.
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  So you can kind of pull those things in and really dial
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  down your what in this stage.
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  The next one is why.
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  And this is of utmost importance.
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  And you know, we talk a ton about what's your why in the
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  business and growing your why.
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  And that's totally different.
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  That's the why that gets you out of bed in the morning.
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  Like that's the why that gets you going.
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  You know, most of our whys are very similar.
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  I was speaking to a group of agents that I was teaching the other day,
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  and I had everyone raise their hand and I said, okay, if you know, put
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  your why in your head or write it in your phone or whatever, and everyone
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  raised their hand, and I said, if your why has something to do with a
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  family member, put your hand down.
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  80 percent of the room went down.
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  If your why has something to do with financial freedom or, you know, financial
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  success in any way, put your hand down.
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  And then there was one other person that had their hand
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  up in a room full of agents.
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  And so as you can see, the whole point of that conversation was to differentiate
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  your why in your clients or your target avatar or your, you know, viewers mind.
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  So why is this relevant?
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  Right?
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  Who, why is this relevant to?
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  Someone watching YouTube.
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  Well, someone probably searched moving to Denver So now we're going to give
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  them a brief overview of moving to Denver and it's very broad, right?
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  This could be dialed down so much, but we're going to try and stick to this
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  broad for example purposes, right?
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  and so Why why does this matter like why should they watch this video?
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  Okay, in this you would say, you know, the biggest mistakes I see my clients
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  make I'm a real estate agent So I help people move to Denver, Colorado all the
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  time And these are the biggest mistakes that I I see people make so if you're
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  actually considering this this makes sense to watch this and pay attention and
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  so then it's kind of drawing it in and it's From what they are looking at from
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  their perspective It's not hey, I want to sell houses because I want to you know
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  Put my kids through private high school and and send them to college, right?
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  That's not what we're talking about That's my why not their why so the
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  why in the video needs to be From your viewers perspective and their why
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  okay, because i'm here to help you.
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  I have experience I'm a native or i'm a real estate agent that's here to
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  help you Talk about moving to denver colorado and these key things that you
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  need to know Before you up and move your entire life across the country, right?
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  So you're Qualifying yourself and why they should listen to you But you're also
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  helping them understand that stop watch the rest of this You need to know this if
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  you're planning a move to denver Right?
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  And you can go into anything down the road.
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  There's so many things you could go into, but as you can see here,
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  you're really dialing in the why as it pertains to the viewer.
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  All right, now we're at a lesson stage and this is where you can get detailed, right?
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  We've been general.
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  So we're going to talk about the lessons.
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  When you move to Denver, make sure that you understand what the season is.
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  Understand that fall and spring, you could have snow, heat,
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  rain, all in the same day.
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  So this is something you really need to focus on in, is the time of year.
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  How are you going to pack your belongings on, on the first end, so that in the event
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  it is wet and cold outside, all of your stuff isn't getting ruined as you move in.
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  Right?
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  Something to know, moving to Denver.
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  Okay, or maybe we're gonna go down the the idea of the real estate market and
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  the data and the demographics and the neighborhoods and And what direction
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  denver is going in order to inspire them and understand the you know The
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  cost of living right because you don't want someone moving from the midwest
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  where the cost of living is much less Into Denver thinking, Oh yeah, I'm
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  going to Denver and start a life and have family and buy a house and then
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  they get here and the cheapest house they can get into, they could have a
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  mansion back in the Midwest for, right?
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  And maybe, you know, their job is transferring or maybe, you know, they're
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  coming out here for a job opportunity.
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  Well, that's different, but we need to make sure that we are giving them a
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  lesson in understanding moving to Denver.
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  This is what you need to know and diving in and articulating.
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  Our point in order to generate some sort of engagement, some sort of
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  reaction, and some sort of, you know, idea that where they raise their hand,
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  they say, okay, well, this is me.
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  And so within this lesson, you don't have to, you know, do it
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  all, you know, front to end.
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  And here's the thing about real estate clients and consumers and our viewers,
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  right, is that they don't need to have it all figured out on YouTube.
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  YouTube is really just an audition for them to understand that they, oh this
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  guy I can trust because he's actually looking out for me in other ways.
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  He's not just a real estate agent saying, yeah come here it's great.
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  Right.
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  So you're as much auditioning or applying, to be their real estate
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  agent when they move here as they are.
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  So you do need to leave some sort of, you know, flexibility because your
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  client avatar can be really dialed in.
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  But every little person's situation is different, right?
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  And so you have this lesson, you're applying the lesson, you're saying, these
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  are the things you need to watch out for, and trying to incite some way, or
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  some comment, or some, you know, like, or some DM, that they can say, hey,
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  You know you mentioned that and You know can you can you elaborate on that or can
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  we talk about how that relates to me?
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  And if you get to that point that means you kind of have have exactly what you
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  need from the video So dialing in this lesson and giving great information and
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  relevant information is important But if you're you know gonna do it all for
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  them and give them everything they need to know first of all the video will
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  Be too long And second of all, they're going to just be like, okay, great.
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  Take the notes and move on.
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  And it's very rare that, you know, they'll, they'll be able to come back to
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  that, but if they comment or send a DM, then their, their focus and attention to
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  you as an agent, as a resource in the area where they want to move will be expanded.
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  And then the next piece is apply, right?
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  Let's apply this.
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  Let's give them some, a call to action or some.
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  You know, resources so that they can start the process so they can start
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  to reach out a buyer consult link in the, in the description or, you
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  know, fill out this Google form that kind of asks general questions and
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  we'll help you identify what part of Colorado or Denver you wanna move to.
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  Or, you know, just give them some sort of resource or relocating to Denver and it
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  has all the vendors they could ever want.
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  Some movers that, you know, whatever.
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  Some ideas about.
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  You know, what the culture is like as far as, you know, food and, and
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  education, the museums and all of those things, the sporting landscape, all of
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  those things can be seen as a resource.
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  And if we can get a resource that hits with just one of the
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  viewers and they use that, say, they're like, Oh, that's amazing.
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  I'm gonna print it out.
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  Well, that's great because you probably have a client if they're going to
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  print something out and they're going to plan their whole move.
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  On your resource because obviously your branding and all of that will be on there
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  So this is where we apply we kind of give call to actions that are specific Book
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  a call with me and i'd be happy to you know, answer any individual questions you
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  have or look at your individual situation Reach out and we can go on a scouting trip
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  You can come and visit and I can show you all around the Denver metro area all the
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  different, you know Neighborhoods and what you're looking for restaurants everything
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  and we can just have a city tour almost before that So your call to action and how
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  they apply it is super important as you've given that lesson You're like, okay.
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  This is what you have to expect and this is how you execute on your plan.
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  I want you to be, you know, my neighbor here in Denver.
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  So let's make that happen.
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  And so you give those call to actions and you give that information and you
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  give those, you know, subtle calls to action so that they buy in and
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  that they absolutely are on the path.
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  And you are the tour guide for them moving to Colorado, which allows you
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  not only to possibly be their real estate agent, But connect them with
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  all of the other businesses that you partner with and all of your other
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  industry partners and all the things, which is where this really takes off and
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  where you can be, you know, everyone's favorite realtor in your chosen town.
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  So if you can start thinking about this and making content in this way, and it
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  can be any kind of content, it doesn't have to be moving to Denver, right?
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  It could be, you know, cooking, you know, green chili, right?
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  Colorado is known for green chili.
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  Most people think it's salsa verde.
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  But you could literally put that out there and be that resource and
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  that's going to catch somebody's eye.
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  And then they're going to be like, Oh, I need to try green chili.
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  And then when they come to Colorado, they'll be like, Oh, Jeremy, right?
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  The realtor that, that gave me the green chili recipe or whatever
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  you do there can really help.
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  So it's not just basic real estate, boring stuff.
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  You can, you know, take this over to, you know, your niche area and whatever.
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  And just understand what, why, less than apply.
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  And you will have a much easier time creating content from scratch.
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  So I hope that helped.
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  Please share this with your favorite real estate agent, like comment and
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  subscribe to the YouTube channel and throw me a review on the podcast
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  and we'll talk to you next time.
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  Bye bye.