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Three Things You’ll Learn in This Episode
- What is the biggest difference between long form and short form content?
- What are the advantages and disadvantages of each?
- Which one is best for you?
Resource
The Listing Advocate (Earn more listings!)
Transcript:
So how do you track new business, you constantly don’t have to chase it. Hi, I’m Mike Cuevas to real estate marketing. And this podcast is all about building a strong personal brand people have come to know, like trust and most importantly, refer. But remember, it is not their job to remember what you do for a living. It’s your job to remind them. Let’s get started.
What’s up ladies and gentlemen, welcome to their episode of the real estate marketing dude, podcast. What we’re gonna be chatting about today, folks, is something going on in the marketing industry. And one of the most common questions that we’re getting right now is, Hey, what is the difference between Long and short form content? What is right for me should I do short form should do long form, which one gets the better results, and all of the buzz and all the above, and I’m going to share with you everything that we see between the both. We do a lot of these videos each month, and not just for me, for clients throughout the country. So we get a lot of really good insight, a lot of data. And I want to share with you on that, especially if you’re thinking about implementing video this year. So first, if you’re thinking about implementing video this year, don’t do it alone, do it with the real estate marketing dude, because not only will we train you how to get going with script and distribute your content each month. But secondly, I don’t have a second lien. So let’s keep going. Alright, so what I’m going to do is I want to start off with this. There’s a major difference between short and long form content. And the reality is, is the right strategy for you is going to be based upon what are you doing video for? Now, I’m going to walk through the difference because you shouldn’t you always reverse engineer your strategy. The most important thing about getting on video is which is right for your personality, which is right for your brand. Can you speak for five minutes on camera, if not, you almost always know your short form scripter. However, if you’re more of a storyteller, and long winded and you might want to go too long form, ultimately, distribution and results is the difference between two. So when we create long form videos, we create and we multipurpose we create and we multipurpose. We regardless of the type of video we’re doing, we fully distributed them the same way each and every time. So for example, let’s just say I’m doing a six minute video on living in San Diego, I’m still going to take that video and send it to my database via video email, I’m going to put that video on YouTube, I’m going to create a blog post on that video, then I’m going to put that video up on my site, I’m going to video email that video to my entire database. And there’s just more distribution tactics. However, when I’m doing short form video, I’m not video emailing a short form video to my database. I’m not putting that on my YouTube channel with the exception of shorts. I’m not writing a blog post on it. And there’s less ways to multipurpose short form content. So in other words, when I’m posting on short form only or the goal is just short form, chances are it’s going to be more appropriate for social media only when you’re creating shorts on social. It’s a one and done strategy, right? You create content, and then you publish it and then you’re pretty much never going to read use that content again. So it’s something you definitely want to consider. When I’m doing long form content. I’m always repurposing that down the road, I put it into my auto responder, I video email is part of my drip to clients. And I make sure I use that content in the future short form, I’m not going to do that it’s too short, to remain relevant to really give true education. However, short form is very good for attracting attention. So let’s talk a little bit about short form. Short Form is what the social sites are pushing right now. Okay. I’ve done so many case studies on this and I’ll give you a quick result of my own channel. So I’m still creating one long form video a month. But amongst that long form video a month, I’m also doing four to five shorts. In between that long form video. I posted the same video as a post or just how you would post a normal video. And I got a total whopping 84 views. 84 people watch that video. I 5000 friends on Facebook, I used to consistently get 2500 views. Anytime I create content 12 months ago 1314 15 months ago, but today, my long form content isn’t getting shown see Facebook, Instagram. All these companies are competing against you know each other essentially and whether it’s Snapchat or YouTube shorts, every social media platform has come out with a version of short form content Now the reason why they’re making this push is because obviously, the stats and the numbers behind that content strategy. People are viewing and consuming short form on a massive scale as compared to long form. So, in other words, you’re getting a lot more eyeballs on short form content than you are on long form right now, especially on Facebook, especially on Instagram. And it’s just because the algorithms are pushing those, like the Facebook is pushing short form content. So they’re showing it to more people. My short form videos and the versus long form, my short film has blown it away. It’s almost consistently getting 1000 views a month. But if I wasn’t posting those two reels, there’s no way in hell, I’m getting that engagement. So when you’re considering your video strategy, these are all things you want to take into consideration. When I get someone that says, Hey, Mike, I want to blow up my YouTube channel. Well, first, loading up your YouTube channel is not as easy as it used to be most of these markets already taken up. And it’s gonna be possible for you to rank. So anyone telling you, oh, you could do this in any market is completely lying to you right now. Because you can’t do this in any market all YouTube views down and rally, it’s saturated on YouTube, because you have people teaching this and whatnot for the last few years, four or five years ago, if you got into YouTube, you’re probably doing pretty well right now. So I say that because knowing why you’re doing video in the first place is the most important part. Without it, you’ll never create the right strategy. So I want you to think about that. Why are you doing video, this is ultimately how you pick the exact right strategy for you. I believe. And I’ve done this with hundreds and hundreds of agents. And I’ve proven the model that regardless if you follow our system, or we just create content, and we have content through direct mail, email, social media, the same results apply, because all we’re doing is activating the network you already have. So that’s why what you create has everything to do with the strategy behind it, the most important part of the strategy. So let’s go through a couple examples. Long Form video for YouTube is only going to be living in moving to neighborhood or area tours. That’s the type of content that you’re going to create for a channel to get it ranking. If my goal is not to rank my channel, I would never create that content. If my goal is to rank that channel, I have to create that content. Because it’s 100% long form video strategy where you get relocating clients. So now on the other hand, playing pros and cons, all of those videos, regardless if it’s part of a YouTube strategy or not, I’m repurposing all of them to my database through video email, I put them on my website. And I’ll run ads to that content even many times. So again, it’s because I have a strategy behind it. On the flip side, let’s just say you’re more of a short form person, that’s what you watch, that’s what you create short form is just to create a tension around your brand. And using that video content as a way to farm your relationships. Basically, you’re farming your Facebook friends, your IG followers, and reminding them consistently that you’re in real estate. Because short form videos getting a much larger push through the platforms. That’s why people are winning. So the question comes down to Are you are you trying to build attention or not. And then who’s that attention for? My favorite strategy when it comes to short or long term videos is regardless which one is I love putting those in front of my database, and the people I already know, the more content you create consistently over time, and put in front of your Facebook accounts, your own email list, and use that as an excuse to stay relevant. Well, ultimately, the more business you’re gonna track, because 10 to 15% of that business, well guess what they’re moving 10 to 15% of the views you have on social media, the engagement, the comments, they’re moving, but 100% of the views, comments and engagement on social know someone they could refer you to. So the key no matter what strategy you decide, is ultimately just consistency. You know, I see people create videos for six months, and they get bored, and then they stop. And then they come back and like oh, it’s not working like it did. It’s because you screwed up that consistency. Let’s switch gears here and talk about it from this perspective. If you were going to start
direct mail, farming a neighborhood you want it to grow in, and let’s just say it’s month one, and you go 12 months in a row of just sending a postcard or a letter, whatever it is to that entire neighborhood. Year one, you might be lucky if you get one to three listings out of it. If you keep going into year two, you’re gonna see about three to five. After year three, all of a sudden everyone’s a neighborhood. They’re like, Oh, this guy or gal is the agent of the neighborhood. And you got to ask yourself, why is that? Well, it’s because you’re consistently communicate Adding to the same party over time, which is the formula to build a strong personal brand, the more content you put in front of those people, the more you brand in their minds, your business when the term real estate is brought up. And that’s ultimately all this really is. So you’re farming with video. And that’s why you use common sense on this. The agent lender, whoever that is posting three videos a month on social, they’re a lot more referral than the one who isn’t. That same agent who is sending videos out nurturing through email is a lot more referral and marketable than the one who’s not. So the more content you create, the more popularity and attention you gain, which is 100% necessary for an attraction based business, which is why you should be creating video in the first place. We’re creating video to really stay in top of mind. So our friends, family, aunts, uncles, the mailman, whoever the hell it is, refers as business, over 80% of business comes from, or over 80% of people hire the first person they meet with, you become the first person they meet with. When you become top of mind, the more content you have, the more likely that’s going to happen. So don’t overthink this thing. The only reason why you’re whether you’re going short form or long form and whatever it is the only reason and the only thing that’s important is to remain consistent because the tortoise won the race, not the hare, because there’s in it for the long game. And that’s what it’s like to build your personal brand with video. If you go out and start doing video for six months, and then you quit for four months, and then you come back, you just wasted six months worth of time building a brand that just went by the wayside. So regardless if you can do short, long, I don’t care, I care that you’re consistent. If you do not know, what is the right strategy for you scheduled call the real estate marketing dude. Well, through your strategy, we’ll look at see what what the hell we could do to it, if at all, and see if you liked doing video. Whether you need consulting, whether you need to define your strategy, or you need us to edit it, there’s no excuse. It’s not we’re not the only company existence that does this. We’re probably the best at it. And I say that I’m bragging Lee, but we’re also the first ones at it. So when I consistency is all that matters, regardless of what strategy you’re going to use. So let’s talk about a couple other strategies in terms of videos you can create short form content is going to be snippet 60 seconds or less, something like this. These are the top 10 most affordable neighborhoods in San Diego. Number one, Carlsbad, Carlsbad has average sales price is four to 40,000 of that this year, I wish. And I would just make it a listicle listicle type of content. But look at some of these other videos you would create. And I’ll show you how there’s a strategy behind all of them. A very popular strategy is doing business owner videos, this is a long form strategy. But business owner interviews are best suited for relationship based agents, people who aren’t spending a bunch of money on leads and any of that. The reason for that is very simple. You’re creating television commercials for future referral sources who are gonna go out there and start selling your services for you. You’re when you so it’s 100% relational. We know that when we do this, the business owner is the biggest fan. They’re putting in the groups for you. You’re building a relationship with them in business owners are always future referral sources. They have the same mindset as us. They’re entrepreneur, entrepreneurial. And entrepreneurs are proof entrepreneurs stick together. Neighborhood tours, neighborhood tours love them. Your clients will love them, you get good video email engagement on that. You’ll get YouTube rankings on that. So that’s a really good video to do. However, it takes the most amount of time to shoot. You’re in need editing quality, all the all the above. So for some people, it can be more expensive to do as well. Case studies, no more just listed just sold. Instead just say this 49 year old homeowner just got his first house. And guess what his two kids they got their own room. Just storytelling HGTV real estate content. If your goal is to create like core content for a buyer series or seller series, no one’s going to watch those on YouTube. No one’s going to watch him on social media. You’re not getting any engagement. But it’s one of the few pieces of content you’ll tie into your auto responder. You use that type of content for authority. My point is is that all of these different call it pieces of content have a strategy behind it and knowing what how and why you’re doing it is the number one thing to do to get going because you don’t create videos or check a box you create videos because it’s something you’re excited doing that will build your person Know brand, and that’ll truly be different for everybody. So at the end of the day here, folks, you gotta decide where you want to be long versus short and all the above if you do need help, schedule strategy call with the dudes. And we’ll break down sort of how that works for you, and happy to help you out in any which way. We really appreciate guys, listen this podcast. Contact us if you have any additional questions on this, but stay tuned for the next content creator challenge. The content creator challenge will be hosted on February 7 of 2023. And tickets are only $27. We’re going to be teaching you how to shoot create all different types of content from images to short form content to real long form content plus, providing you over six months worth of scripts for $27 a month. If you’d like to sign up for that you can get started right away. And that’s called the real estate content creator challenge the real estate content creator challenge. And we’ll have more messages on that. Appreciate you guys. Have a great week. Thanks for listening the show. Don’t forget to subscribe, make comments and let us know what other topics you want. Send us some messages and whatnot. I’m happy to create those all for you. Have a great weekend and we’ll see you guys next week. Thank you for watching another episode of the real estate marketing dude podcast. If you need help with video or finding out what your brand is, visit our website at WWW dot real estate marketing dude.com We make branding and video content creation simple and do everything for you. So if you have any additional questions, visit the site, download the training and then schedule time to speak with a dude and get you rolling in your local marketplace. Thanks for watching another episode of the podcast. We’ll see you next time.
Transcribed by https://otter.ai