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Leads from YouTube may be the most overlooked opportunity in real estate today. Leads that come from an agent’s YouTube page have found the agent through specific searches, and they’ve gotten a feel for the agent through watching them on video.
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Noah Escobar, servicing the 30A market in Northwest Florida, has generated over $16 million in sales directly from YouTube over the past 12 months, and his average time from the prospect first reaching out to him until they go under contract is only 17 days.
Escobar has built his business with YouTube as his foundational lead generation strategy, and in this article, I will break down the three main types of videos he utilizes to dominate the neighborhoods and areas he covers.
The process of success with search
Escobar focuses on new neighborhoods where there will be new construction homes for sale with three main videos to establish himself as the resource for this neighborhood.
The first video is an infrastructure video that provides an overview of the community as it is being developed. The second is a community overview video that comes as construction has begun for homes in the neighborhood. The third is listing tour videos of homes in the neighborhood.
Infrastructure videos
The infrastructure video comes early in the development process. Usually, once dirt is being moved and people begin wondering what is coming to the property, Escobar records and publishes these first-glimpse videos of what is to come.
The initial video often covers multiple developments, and he shares the details for each of these developments. Not only does he cover the details about what the development will be, but he also highlights how this new development will impact the home values of properties near the development.
These videos begin with an introduction used to capture the attention of the viewer by providing details about these developments that most viewers are unaware of. He starts each video with an on-camera introduction, then records a voiceover for the main content. This provides the videographer with the ability to layer in drone shots and additional B-roll footage of the neighborhood matching the script he has prepared.
The outro then provides a call to action for the viewer to reach out for additional information or to subscribe to his channel for the latest details about new developments for the areas he serves.
He will often follow up his initial video that covers multiple developments with a specific infrastructure update for the specific neighborhood. He also does infrastructure updates on new phases as they are being developed in the targeted subdivision as well.
By being the first person to provide details about these developments, Escobar positions himself as the neighborhood expert early in the development process. Because he is early, he also gains a jump start on the organic search rankings for the neighborhood on YouTube. This positions him at the top of the search for many of the neighborhoods he covers.
Escobar provided the following breakdown for the structure he uses for these infrastructure videos.
This is an example of an infrastructure video showcasing multiple developments and commercial infrastructure additions for an area:
This is an example of a specific phase update for a community:
Community videos
As mentioned before, Escobar is typically the first agent to post a video about a new subdivision, often positioning his videos at the top of searches for the new subdivision. The second step in dominating search for the community is to record and publish a series of community overview videos.
These videos highlight the amenities of the development, the characteristics that make this community unique and an overview of the homes available in the community. These community videos not only provide additional details for potential buyers, but they also showcase Escobar’s expertise in the neighborhood to the current homeowners and future prospective listings.
They also provide additional information to the algorithm that Escobar’s YouTube channel is a go-to resource for that neighborhood. While most agents stop after just one video about the neighborhood, the more videos he publishes about that particular neighborhood, the more the algorithm sees his channel as the best resource for people searching for details about that neighborhood.
This is the framework Escobar provided for the structure of his community videos.
This is an example of a community overview video:
This is another example of a community overview video for the WaterSound Origins community:
Listing tour videos
The third type of video Escobar utilizes is listing tour videos of homes in the neighborhood. These videos showcase Escobar’s listings, model homes and builder spec homes in the neighborhood. These videos are used not only to market and sell his listings, but also to showcase his marketing skills to other homeowners.
All of these are benefits to Escobar’s business, but these videos also continue to show the algorithm that he is the expert for this neighborhood, leading to his videos showing up at the top of the page for search terms in these neighborhoods.
This is the framework Escobar shared that he utilizes when creating his listing tour videos.
This is an example of a listing tour video for Escobar:
This is an example of another listing tour video with a builder in the targeted community:
By utilizing YouTube, Escobar eliminates one of the biggest issues many agents have, which is consistent lead generation. During my interview, he stated he had five leads come in one day last month, and two of them went under contract within three days of them first reaching out to him from a video they saw.
YouTube also solves the issue many agents have of not prospecting enough each day. Escobar’s average watch time each day last month was over 13 hours. This means his videos were being watched, and he was passively prospecting, on average 13 hours a day every day last month.
Finally, YouTube has accelerated his prospect nurturing process. While watching his videos, the prospects get to know him, and the videos actually nurture his prospects before he ever meets them or has them in a CRM.
This leads to the incredible average of only 17 days from the first time the clients reach out to him until they are under contract. That stat alone hopefully motivates you to take action on building a YouTube channel for your business.
Follow Noah Escobar on YouTube for more insights.
