‘Unfiltered’: 6 video tips for agents to boost engagement 

Editor's note: The Real Estate Insiders Unfiltered podcast explores the people and forces that shape the real estate industry. Check out our top takeaways and watch the latest episode from NextHome co-CEOs James Dwiggins and Keith Robinson.

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On this episode of Real Estate Insiders Unfiltered, digital marketing strategist Kim Rittberg shares advice for real estate agents who want to enhance their digital presence by stepping up their video game.

Having a social media presence is one thing — but why bother with video? Statistically speaking, "people engage more with it," Rittberg said. "It is the most shared type of content — over photos, texts, anything like that — and the robots like it. Every social media platform promotes video."

Rittberg, who coaches agents, offered some of her top tips for real estate professionals who want to start appearing on camera — or improve the video content they're already creating.

Project confidence, even if you're camera-shy: "A video is never going to be good if you don't believe both in yourself and in what you're selling," Rittberg said. Voice and demeanor can convey confidence, but agents also need to show interest in their subject matter, Rittberg noted, because viewers can tell when an agent is excited about a home they're showing off — and when they're not.

"Even if you're not feeling super confident about being on camera, be confident in what you're presenting," she said. And agents don't need decades of experience to speak to their areas of expertise, she added: "Own that you are knowledgeable, because that comes off."

Focus on one topic per video: Every video should have a distinct focus and be "really straightforward," according to Rittberg. "One video, one message," she said. "You're showing up and giving that market update. In and out."

Maintain credibility: Consumers expect professionalism when making one of the biggest transactions of their lives. One way for agents to demonstrate credibility and expertise is by highlighting awards, degrees, rankings or sales volume — "markers" that can build trust with clients, Rittberg said.

"A lot of times we think, 'Oh, well, I'm talking about real estate.' That doesn't necessarily mean you're showing your credibility," she noted. "You have to really show up as the expert."

Establish a connection: Credibility matters — but real estate is a relationship business, and likeability is another big piece of the puzzle. Both attributes "have to be there for people to work with you," Rittberg said.

When agents are making a connection through their videos, engagement data will spike — and those metrics can help shape future content. "Put on the strategy brain and say, hmm, what about this piece connected with people," Rittberg advised. Think inspiration, not duplication: "Use that bit of information, but don't try to replicate that."

Get personal: Unlike many professionals, agents tend to be visible members of their communities, and clients want to see how they spend time off the clock. "You being out and living your life helps lend credibility to you being the 'mayor' of your town," Rittberg said. "Stop thinking of it as, 'Well, I'm just at the supermarket.' Well, that supermarket has 100 potential clients in it every single day."

Though some agents feel hesitant to provide a glimpse behind the curtain, "more vulnerable" material often boosts video engagement. "I promise you, the things that you're thinking feel personal are actually what people will engage with," she said. "Not only is it OK to do personal content — it's required."

Don't worry about going viral: Having tons of followers doesn't always translate to more business. "The idea of virality is something we're all really excited about. But if you're an agent, you're not selling widgets for $2," Rittberg pointed out. "Every relationship and every signed contract is worth real money, and each person is a real person on social media."

Social media users who are selling low-cost items need a large following, but "a different mindset" is required in a service industry like real estate. "The point of virality that I dislike is that it makes people feel unsuccessful when they are actually being successful," Rittberg said. "Every person who follows you is a real person who could hire you or refer you."