Strategy #23 - Attract Leads Using Educational Videos (13 minutes)
In today’s digital world, standing out in the real estate industry requires more than traditional social marketing, which involves simply posting images.
One of the most effective yet underutilised strategies is creating and posting educational video content.
These videos position you as a market expert while helping potential clients navigate their concerns and questions.
The best part?
Video content can reach thousands without the time and cost of face-to-face interactions, where you can only reach one person at a time.
So, how can you create impactful educational videos that drive leads and grow your rent roll?
Let’s break it down into five key steps.
Step 1: Choose the Right Topic
Selecting the right topic is crucial.
Your videos must address real concerns that property owners and investors face at the time you want to reach them.
That’s BEFORE they decide on what property management agency to sign up with.
Begin by tracking the most frequently asked questions people ask when they contact you.
If you often get faced with “What are your fees?” or “How do I avoid getting a bad tenant?”—these are video topic goldmines!
WHY? Because they’ve just told you what they care about the most!
Consider what keeps your target audience up at night, worrying. If you were to sit down right now and start writing down why owners are calling your office, you would be starting to build the right content for your local area.
Most landlords worry about three key things:
• Getting the best tenant (they are afraid of the ‘tenant from hell’ and property damage!)
• Securing the best rent (they are afraid of their mortgage not being paid and losing the property to the bank)
• Minimising vacancies (they need a full rent each month to make their commitments so empty vacant property scares them a lot!).
Ensure your videos address these pain points and give them the answers.
Don’t promote by saying: ”call me if you want the answers,” or “if you’re having problems with your tenants not paying rent, call me so I can help you fix this.”
If you're noticing a pattern of properties sitting vacant for longer than usual, consider creating a video with five tips for leasing your property faster.
Don’t forget to use a hook at the start of your video to catch their attention in the first few seconds.
[Script] “Landlords, is your property still sitting vacant? Well, here are five things we do at IGT Realty that keep our properties leased seven days faster than other agents”.
Avoid generic topics that don’t directly resonate with their anxiety and worry, as they won’t generate engagement.
When you are being seen in a video and answering the pain of your potential clients, you are catching their attention.
If you create a simple video stating that we need more properties, this isn’t attention-grabbing, as you’re not even saying something that’s any different from what all the other agents are saying.
The wrong topics only generate disinterest!
Step 2: Use the Right Tools
The good news? You don’t need expensive equipment to create great videos. Your modern smartphone is more than good enough!
While professionally shot videos work well for high-end marketing and website content, raw and real videos build trust.
There’s a time and a place for professional-looking content, and I’m not saying not to do videos that way.
As you read further into this book, you'll see that people tend to trust raw videos over professionally produced ones.
Content is far more important than production.
Audiences appreciate authenticity, and a simple video created on your smartphone can feel more relatable than a polished and professional video production.
If you’re filming in a noisy area, consider using a microphone.
The RØDE lapel mic is a great option available at stores like JB Hi-Fi or from Amazon and is an affordable technology investment.
The new phones these days have great microphones; however, as mentioned earlier, if you are in a noisy area, you need to be mindful.
However, if you’re filming in a quiet space, your phone’s built-in microphone is good enough.
I also use an application on my phone called ‘CapCut’ which is an easy app to upload your videos into and edit.
If you purchase the professional version, you can utilise templates for subtitles, animations, and more.
There's a free version, so there’s no reason why you can’t start creating videos now.
Step 3: Post on the Right Platforms
Choosing where to share your videos is just as important as making them. Leverage multiple platforms to maximise your reach.
It’s also important to understand that each platform has its unique audience, and a video created for one platform may not be effective on another.
Here’s a slight breakdown:
• Facebook – Great for community building, local engagement, and event promotions, with live videos being the strongest source of reach, followed closely by Reels and short-form videos. Loyalty and trust are easier to build with Facebook compared to other social media platforms for your business, especially within communities and groups.
• Instagram - Ideal for visual engagement and storytelling, and is particularly well-suited for short-form videos and stories, making it an effective platform for client updates. The platform also tends to push out more visually appealing posts. Also great for quotes and memes.
• TikTok – Ideal for short, engaging content that will reach a broad audience, unlike Facebook and Instagram, which will only push to your followers. While the audience can be larger, you need to ensure that your content is more relevant to your ideal client, as they will likely share it with others initially. The life expectancy of a video is very short.
• LinkedIn – A must for positioning yourself as a property management expert, as your audience is other businesses. LinkedIn is a business-to-business professional network. Ideal for authority building in your industry with well-written posts and more professional-looking videos. Great for testimonials, thought leadership and business insights.
• YouTube – Essential for long-form content with the best Search Engine Optimisation (SEO) benefits. This platform also has the broadest audience who are looking for tutorials, education, entertainment and music. Additionally, you can create far more evergreen content with a longer lifespan, which is also sent to a more refined audience based on your video content. In other words, the platform reads and listens to your video, then determines who it needs to be sent to.
• Google My Business – Posting photos, updates and short videos to enhance local search visibility and credibility. Great for local businesses and SEO, helping your company establish local authority.
Additionally, embed your educational videos on your website. Use them to answer frequently asked questions and boost engagement with potential clients.
You can post duplicate content on all platforms; it’s not a huge ‘no-no’, as doing something is better than nothing.
Just don’t post the same video on all platforms simultaneously. Mix up the times, as statistics show that users tend to open all their social media accounts at similar times.
They might start with Facebook for a couple of minutes, then move to Instagram, followed by TikTok, and so on.
Power Tips Relating to Real Estate for Each Platform:
1. Instagram
Best for: Personal branding, property highlights, local area insights, short education videos, and daily updates via stories.
Post Ideas:
• Short walkthroughs of listings (Reels)
• Tips for landlords/tenants (carousel posts or Reels)
• Client testimonials or “just rented” in your area
• Local café or suburb spotlights
• New staff video introduction
Tips: Use Stories each day to stay top-of-mind and Reels for reach, which are multiple posts a day. Posting once or twice per day to your profile is fine, however do one post a day as a minimum. To use stories well, you can take people along with you on your day.
2. Facebook
Best for: Community engagement, local ads, events
Post Ideas:
• Live property tours
• Market updates / educational videos
• Client reviews and stories
• Facebook Events for open homes or seminars
• New staff introductions
Tips: Boosting high-performing posts to target specific areas or demographics is ok. Using Facebook Groups and lead funnels is more ideal, while targeting ads can fine-tune your content to your audience. Post daily as a minimum.
3. Google Business Profile
Best for: Local visibility, SEO and credibility
Post Ideas:
• New listings, reviews, Q&A updates, and services
• Photos of you in the field or properties
• Short videos (under 30 seconds)
Tips: Regularly ask happy clients to leave 5-star reviews. Keep all info up to date. You’ll rank higher in ‘real estate agent near me’ searches. Be sure to reply to all reviews and update at least three times per week.
4. YouTube
Best for: Long-form content and SEO-friendly videos
Post Ideas:
• In-depth property tours
• Neighborhood guides
• Educational videos for landlords, potential landlords/tenants
• Any educational evening recordings
• Answering all property management Q&As
• Any TikTok can be repurposed as YouTube shorts
• In-depth staff interviews / welcome to the team
Tips: Use clear titles and keywords like ‘Best suburbs to buy an investment in [City]’ or ‘How to rent your home fast.’ Create playlists by topic. Post at least two to three videos per week, not including your shorts.
5. TikTok
Best for: Known more for reaching a younger or first-time landlord/tenant audience; however, more people are joining over the age of 35 than on any other platform.
Post Ideas:
• Quick tours of unique features (“You won’t believe this backyard…”)
• Myths about buying or renting
• Real estate humour or day-in-the-life content
• Short-form educational videos
Tips: Keep it fun and snappy. Use trending sounds with local relevance. This platform doesn’t work against you if you post multiple times a day.
6. LinkedIn
Best for: Professional credibility, referrals, and networking
Post Ideas:
• Your journey as an agent
• Behind-the-scenes deals
• Market insights or team wins
• Educational videos with strategic alliances
Tips: Connect with your strategic alliances, mortgage brokers, builders, and local business owners. Share achievements and engage in comments while posting at least two to three times per week.
Step 4: Engage and Reply to Comments
Posting videos is just the beginning—engagement is key.
When people comment on your videos, respond promptly.
This interaction enhances your content’s visibility, allowing platforms to promote your videos to a broader audience.
Even negative comments or disagreements can work in your favour.
Engage with them professionally, and use their questions to inspire future videos.
A great strategy is video replies—if someone asks a relevant question, create a quick video response, and a ‘reply with video’ feature should be available on their comments.
This not only answers their query but also generates fresh content.
Step 5: Monitor and Improve Your Videos
Tracking performance helps you refine your content strategy.
Most platforms, including Facebook, Instagram, YouTube, and TikTok, provide analytics on:
• How many people watched your video?
• How long did they watch it?
• Where did they stop watching?
If people drop off early, your videos might be too long or lack a strong initial ‘hook’.
Aim to capture attention in the first two to three seconds to keep viewers engaged with ‘hooks’.
Additionally, remember that some people might not engage openly but are still watching.
Many potential clients won’t like, comment, or share—but they will call you when they need help.
I’m never creating video content thinking ‘How many people are going to watch this?’.
Instead, I’m creating content knowing that the right people will be reaching my audience and they will contact me.
Step 6: Repurpose and Repost Your Content
Not everyone sees your videos the first time around.
Social media algorithms ensure content is shown to different people at different times, so repurposing is essential.
Repost valuable videos every three to four months. You can tweak them slightly by adding:
• Updated text overlays
• Different music
• A fresh caption
• New audio overlay
This keeps your content relevant while saving you time. Remember, as new investors enter the market, they’ll need the same insights that past viewers found useful.
Remember that your content can get lost on social media; only YouTube keeps your content top of mind with people, but it's harder to build an audience.
The point I’m making with this is that you don’t have to create hundreds of videos; you can repost them regularly as you’re always building a new audience, and not all of your current audience would have seen what you originally posted.
At IGT, we repurpose our videos every 6 to 9 months. However, if I see a particular pain point emerging in the market, I’ll either repost an existing video or create a new one on the spot using my phone.
Educational videos are a powerful tool for establishing credibility, attracting new landlords, and growing your rent roll.
The key is consistency—regularly producing and repurposing content ensures you remain top of mind when landlords need a property manager.
Power Tip: Content is more important than production. Many people are concerned with how they look or sound, or they don’t know how to edit their video. People watch videos to listen to what you have to say; they don’t watch to see what you are wearing. It’s easy to have an excuse for why not, but it’s powerful when you say, 'Let's go.'
Start creating compelling educational videos today and watch your rent roll grow!
If you need help refining your strategy, check out LeadMachineSystem.com for expert coaching and guidance. For personalised advice, book a session directly with Deniz Yusuf at LeadMachineChat.com.
Start creating educational videos today and watch your business grow!
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