YouTube for Real Estate Agents: Unlocking a Game-Changing Strategy

By failing to market yourself as a REALTOR® on YouTube, you could be losing thousands.

Tens of thousands.

Even millions.

In unrealized income.

Let’s change that!

The Power of YouTube for Real Estate Agents

Why has YouTube for real estate agents exploded in recent years?

It’s become a powerhouse platform for real estate marketing, offering unique advantages other types of marketing cannot match.

YouTube is the perfect brand builder and icebreaker.

Clients and real estate agents get to connect before meeting in person.

Through value-packed YouTube videos, you begin to build trust. A potential client will feel more confident in working with you. Leads acquired via YouTube tend to have a higher conversion rate than all other mediums.

Its geotargeting ability allows you to optimize videos for local search, ensuring they appear when potential clients in your area search for relevant terms.

You can optimize your videos for local search and build local authority.

Best of all, it’s a 24/7 open house. One house tour can work for you nonstop for weeks or even months.

Astonishing data also shows the tremendous power of YouTube in modern-day society:

• After Google, YouTube stands as the second-largest search engine globally.
• Its over 2.6 billion active monthly users consume more than 1 billion hours of content daily. Your ideal client is hanging out there!
• According to the National Association of REALTORS® (NAR), 97% of home buyers use the Internet in their home search.
• 73% of sellers are more likely to list with agents who use video marketing.
• 86% of home buyers want to see video tours of properties before visiting in person
• Properties with video tours receive 403% more inquiries than those without
• YouTube users are 3x more likely to watch a video about a property than read a listing description
• Vlogs, interviews, and product reviews are in the top 20 most-watched genres.
• The average viewer retention rate for real estate videos is 3 minutes.

And unlike a social media post that disappears into the ether, a well-optimized video continues to generate traffic and leads months or even years after publishing. This “evergreen” nature creates a compound effect. You can build a digital presence, spend less time prospecting, and even land larger deals.

The ease and low cost of publishing, plus other features like YouTube ads and it’s no wonder why YouTube for real estate agents is becoming non-negotiable.

5 Ways Potential Buyers and Sellers Benefit from YouTube

Leads, prospects, and previous clients enjoy a different experience. YouTube’s accessibility and visuals transform the property viewing process.

1. YouTube provides 24/7 availability
   No longer do buyers have to schedule and wait for an in-person viewing or an open house. They can view it at any time. Its geographical reach means local and international buyers do not have to spend time and money on travel.
2. An Excellent Screening Tool
   Potential clients get to see in advance what it’s like to live in a particular community or neighborhood. The right neighborhood tour can help viewers put themselves in the neighborhood and see what day-to-day life means for them. YouTube also allows multiple screenings of properties and areas quickly, which helps the buying decision.
3. Repeat Viewings Increases Accuracy
   Properties can be revisited multiple times to notice details missed initially. If someone chooses to see a property in person, they can now focus on the minor details as the main features are already highlighted in the video.
4. Sharing Capabilities
   It’s easier to get second opinions by simply sharing the video with family members or other decision-makers. Potential clients can also confirm if the real estate agent is reliable with others, reinforcing trust.
5. It Builds Trust with Real Estate Agents
   YouTube for real estate agents is all about providing value to viewers and potential buyers. This value comes via property tours, neighborhood tours, FAQs, market information, and much more. It usually takes multiple touchpoints before someone feels like they know, like, and trust you. Over time, if you want to buy or sell property, you will go directly to the agent.

YouTube For Real Estate Agents: The Strategy

We can go on and on about the benefits of YouTube.

But you’re here for a step-by-step guide to get started.

We’re not only going to talk about how to start YouTube for real estate agents but also how to rank your videos. In other words, when someone searches for specific terms, your video is one of the first they find.

Effective YouTube Search Engine Optimization (SEO) can help you get leads (for FREE) almost on autopilot.

SEO is involved in every single step we will take from here on out.

Everything you do on your YouTube video is by design.

So let’s not waste any more time.

Step 1: Define Your Niche

A niche is an area of expertise.

There are countless arguments on the interwebs about whether someone should ‘niche down’ or not in their profession.

There’s a saying ‘the riches are in the niches.’

Who makes more money? A family doctor, a general surgeon, or a neurosurgeon?

Which one of these individuals you would trust to operate on your brain?

The person with the most knowledge and capabilities in a hyper-specific topic gets the most attention and is paid the most.

There is no argument. You NEED a niche.

A niche will guide your brand, the type of videos you’ll make, how you’ll make them, and the type of clients you’ll attract.

• First, decide whether your focus will be residential real estate, commercial real estate, industrial, land, and so on.
• Next, niche down to the area you’ll be focusing on. This is critical for YouTube search and establishing your brand. You can even niche further to a particular town or neighborhood. (E.g. Austin, Texas –> East Austin)
• Finally, niche down to the content you want to be known for. Examples include:
  • Immersive Property Tours: These include walkthroughs, drone footage, and 360 or virtual tours.
  • Neighborhood Guides: Showcasing parks, schools, shopping, demographics, events, and utilities.
  • Market Updates and Trends: Some buyers want data on pricing trends, interest rates, seasonal trends, forecasts, and predictions.
  • Real Estate Logistics: Educational content on mortgage options, down payment assistance, and the buying process.
  • Expert Interviews: Get the best real estate agents, designers, and subject matter experts to share tips and insights.
  • Vlog Style: People resonate with ‘Day in the Life’ content. Incorporating your life and work can boost your brand and credibility.

These niches do not rule out videos where you will show property tours, tips, and other information. Figure out your primary content, then choose 2 others for secondary content. Don’t be afraid to include viewer-requested content on the fly.

Figure out your target audience

Niching down also helps you to figure out your target audience and ideal customer profile (ICP). Some real estate agents prefer to target first-time home buyers. Others look for investors, downsizers, or those looking for multi-family homes. This information helps you craft video content, scripts, and hooks to attract your ideal leads and clients.

Bringing it all together

Now you should know what you sell, where you sell it, who you sell it to, and what video strategy will be your focus in selling it.

Look at the YouTube channels below of some successful real estate agents:

• SooMin Kim: https://www.youtube.com/@SoominKimRE
• Haley Garica: https://www.youtube.com/@haleygarciagroup
• Kyle Mark: https://www.youtube.com/@iamkylemark

Can you tell where they’re located?

What they sell?

Who they sell to?

It’s all optimized by niche to target their ideal lead or client.

Step 2: Create a YouTube Channel

Next, it’s time to create your own YouTube channel. As YouTube is a Google product, having a Google account and email makes the process easier.

We recommend creating a separate email account instead of using your personal email. Treat your channel as a separate business asset. To start:

• Create a new account here.
• Or go to YouTube.com and click ‘Sign In’ at the top right corner
• Click on ‘Use Another Account’ then create an account and Gmail address.

This will log you into YouTube with your new account automatically.

Next, you’ll need to create your own YouTube channel.

• Click on the avatar at the top right of the screen. It will probably be a capital letter related to the first letter of your email address.
• Click on Create a Channel.
• You’ll be prompted to create a name and a unique YouTube handle.

Your Name Matters

If you observed the accounts above, the names contained the specific areas or individuals they serve. This is by design and for search purposes. Example:

1. Kyle Mark – Vancouver Luxury Real Estate
2. Haley Garcia Group | Houston Realtors
3. Soomin Kim – Austin Texas Real Estate

Ideally, you’ll want to place your full name, followed by [Area] Real Estate/REALTOR or [Type] Real Estate. Examples:

• [First Name] [Last Name] – [Area] Real Estate
• [First Name] [Last Name] – [Sub-Area] [Area] Real Estate
• [First Name] [Last Name] – [Area] [Real Estate Type] Real Estate
• [First Name] [Last Name] – [Area] Real Estate [Content Type]

Now it’s time to optimize your profile for search.

Profile Optimization

Your channel’s visual elements create the first impression for visitors. You’ll need to add a banner and profile picture, then a channel description.

Use Canva to create your own banner with your branded colors or hire a freelancer. The banner should contain:

• A professional, engaging image of you
• Where you serve
• What type of content you create
• How often to expect content
• Contact information (email and socials)

Here are some channel banner best practices:

• Recommended size: 2560 x 1440 pixels
• Safe area for text and logos: 1546 x 423 pixels (centered)
• Maintain consistency with your other marketing materials
• Use high-quality images that represent your brand and market

Your profile picture should be bright, high-quality, and engaging. Wear the same colors as the image on the banner or use a similar image for uniformity.

Profile Picture Guidelines:

• Recommended size: 800 x 800 pixels
• Professional headshot preferred for real estate agents
• Consistent across platforms for brand recognition
• Clear and recognizable even at smaller sizes

Next, your channel description should contain content and keywords that appeal to your ideal client. Adding keywords in the description increases the chances of your channel coming up in search results. Remember, people use YouTube as a search engine.

Here’s an example:
“ Welcome to [Your Name]’s Real Estate Channel! With over [X years] of experience serving [Your Area], I specialize in [your niche: luxury homes, first-time buyers, investors, etc.].

Subscribe for weekly property tours, monthly market updates, homebuyer tips, and insider guides to [Your City]’s most desirable neighborhoods.

As a [Your Credentials: e.g., “Certified Luxury Home Marketing Specialist”], I’m committed to providing valuable real estate insights for buyers, sellers, and investors in [Your Market].

Contact Information:
📱 Phone: (555) 123-4567
📧 Email: [email protected]
🌐 Website: www.yourwebsite.com ”

Wrapping Up Your Setup

Along with the banner, profile picture, and description, you can add links to your social media and website, contact emails, and a watermark. When you’re done, hit Publish at the top right of the screen.

Now your channel is set up, you can begin to upload content.

Step 3: Come Up with Value-Driven Ideas

You don’t need hundreds of ideas as this can lead to analysis paralysis. You want to get your first few videos shot and published as soon as possible.

First, create a featured video. This is a high-quality introduction video that showcases your personality and expertise while helping viewers understand what to expect. You can link subsequent videos to this video and pin it to the top of your channel.

Next, come up with 5-10 video ideas depending on the current state of your real estate business/career. Here are some examples:

Real estate listing videos.

• Creating property tours on YouTube should be non-negotiable.
• Neighborhood tour of your area
• Market Insight of your area
• Your last client’s success story
• Buying/Selling tips in your area

Each of these can be segmented into playlists based on topics or properties.

Using Keyword Research to Help with Content Ideas

When someone is looking for specific content on YouTube, they type in words or phrases into the search bar.

The search engine then returns a list of recommendations that closely match the intended search.

These are keywords.

Keywords can be short (1-2 words), medium (3-5 words), or long-tail (5 or more words).

Longer keywords have shorter search volumes but higher intent.

Performing keyword research at this stage – before creating videos- helps you understand what type of content to create, and how to name and optimize your videos.

Keyword research can be done using a variety of tools.

Here’s a list of Keyword Research tools:

• YouTube Search Bar: Type partial phrases and see autocomplete suggestions
• Google Keyword Planner: Find search volume for real estate terms
• TubeBuddy or VidIQ: Specialized tools for YouTube keyword research
• AHRefs and SEM Rush: These are advanced SEO tools primarily for websites but can provide YouTube search data. These tools can be costly per month but can provide statistics that can guide your long-term strategy.
• Competitor Analysis: Study successful real estate channels in your market. Watch and take note of their top-performing and recently created videos.

Take note of the phrases and terms. Some tools can show you how difficult it is to rank for that specific term. Aim for relevant medium to long-tail keywords that have a low keyword difficulty but enough traffic that makes sense.
Examples of search terms include:

• Location-based terms (e.g., “homes for sale in [city]”)
• Property type keywords (e.g., “luxury condos,” “single-family homes”)
• Buyer stage keywords (e.g., “first-time homebuyer tips”)
• Problem-solving terms (e.g., “how to sell your home quickly”)
• Seasonal keywords (e.g., “buying a home in winter”)

Combining keyword research with your overall goals and customer data should help you create a list of keywords and related topics to create your first batch of videos.

Step 4: Creating a Real Estate Video Content Strategy and Calendar

YouTube for real estate agents is a long-term, near permanent fixture in brand building and lead generation. Create a strategy and consistent calendar so you can stay consistent and begin to benefit from your channel.

Use a simple calendar tool to take note of what you’ll be recording and when. A weekly schedule is sustainable. If you plan 1-2 days per month for YouTube content, you can batch all the content you need for the month. This makes YouTube a more sustainable marketing channel.

Additional days will be used to edit upload and promote on social media.

Add in a mix of videos throughout the month that combines informational content, transactional content, and brand building. In your calendar, plan to shoot content that’s related to seasonal changes, market changes, community events, new builds, and so on.

An Effective Content Strategy

Combining keyword research with an effective strategy ensures you are targeting your ideal viewer with a combination of evergreen content and content that aligns with the audience stage.

YouTube video ideas for real estate include:

• First-time homebuyer guides
• Investment property analysis methods
• Home renovation ROI comparisons
• Mortgage qualification processes
• Housing market fundamentals
• Negotiation strategies
• Closing cost explanations

Tailor the rest of your content to viewers at different stages of the buying/selling journey. For instance, neighborhood guides are ideal for viewers at the awareness stage. Property tours and real estate listing videos are great for the consideration stage and case studies/client success helps with decision-making stages.

Step 5: Create The Content

Here is where most real estate agents trip up and fail to create any content at all.

As the title of this section says, create the content.

It does not say ‘create perfect content’ or even ‘high-quality content.’

Just create.

Real estate agents, like other professions, tend to compare their ‘day 1’ of creating to someone’s ‘day 300.’

Unless you have the resources, team, and on-screen experience to create similar videos, done is better than perfect. You may not sound the best on your first go around, and that’s ok. You may not like how you look on camera, and that’s ok.

Create the content.

Use whatever tools you have at your disposal.

This may be your iPhone and a tripod, which is more than enough to create YouTube content. Some of the top real estate agents started with their phones.

Here are the basics you need to know when shooting your first content with your phone.

• You want to be in the content as much as possible. The potential client must see you and your face and hear you speak. Dress well, smile, and engage with the camera.
• Use landscape orientation (horizontal) for all footage
• Clean your lens before every shoot
• Use manual focus and exposure when possible
• Stabilize your phone with a gimbal or tripod
• Audio matters. Buy a wireless Lavalier microphone that connects to your phone.
• Shoot in 4K even if you’ll publish in 1080p (allows for cropping)
• Use the rear camera instead of the front-facing camera.
• Get a tripod, car mount, and gimbal stabilizer for walkthroughs
• Avoid digital zoom as it reduces quality
• Enable grid lines to help with composition
• Use “Do Not Disturb” mode to prevent interruptions, like phone calls
• Film continuous takes as much as you can. You can always edit later.

Start all your videos with a hook – which is a line, phrase, or action – to immediately capture attention. Here is a list of video hooks you can use that relate to the content you’ll be sharing. After the hook, use a quick introduction. State who you are, who you serve, and how they can get in touch with you. Then you can get into the meat and potatoes of your content.

End all your videos with a Call To Action (CTA), which instructs your viewers what to do next. Your CTA can encourage others to contact you or your team, subscribe, or watch another video.

Step 6: Edit and Upload The Content

Now your video is completed, it’s time to upload your content to YouTube but not without some editing first.

Editing can be one of the more time-consuming requirements of YouTube.

We recommend outsourcing your editing to a freelancer. Use sites like Upwork, Fiverr, or People Per Hour to find editors. If your fellow real estate agents are on YouTube, they can connect you to an editor.

If you’re doing it by yourself, you’ll need to use an editing tool. YouTube Create, YouTube’s native editing tool/app, iMovie, Adobe Premiere Pro, and CapCut, and DaVinci Resolve are common examples.

When you’re editing, stick to the basics. Ensure the audio is clear and aligned with the video. Remove unnecessary pauses or periods in the content where nothing is happening and add text where appropriate.

The goal is to keep up with a consistent posting timeline. Editing will improve over time.

Step 7: Optimizing For Search, AKA YouTube SEO

With your video edited, it’s time to upload it to YouTube.

While YouTube for real estate agents is effective, if your videos aren’t optimized so people can find them, it’s like pouring water into the ocean.

SEO is not only about finding keywords but ensuring your content is searchable.

Start with the video title. Include your primary keyword but keep the title under 60 characters to prevent truncation in search results. Next, optimize your description. Well-crafted descriptions improve searchability and provide valuable information. Write a detailed summary with timestamps and a call to action.

Tags and Hashtags

The description section allows you to place video tags and hashtags to increase discoverability. Video tags categorize videos on YouTube. Add 10-15 tags that contain words relevant to real estate and your video, starting with the most specific.

You can also use local-specific tags to help your geographic market can find you.

Add Property Specific tags such as property type, price range, and features. When relevant, incorporate currently trending real estate topics. There are free video tag generation tools online that can take the guesswork out of this process.

Closed Captions and Transcripts

Want to take your SEO up a notch? Add in accessibility features to improve user experience. YouTube allows for automatic captioning, so don’t hesitate to use it. Make sure you edit for accuracy.

Transcripts are text versions of what’s happening in the video. Some even contain chapters. Consider adding transcripts or even a condensed version in the description. And if you’re targeting an international audience, consider adding captions in multiple languages.

Creating Effective Thumbnails

We can write an entire blog post on thumbnail creation.

One of the worst things you can do is create the same generic thumbnail for all your videos.

Thumbnails attract viewers and encourage higher clicks on your videos (click-through rate). They should be unique and engaging but follow simple principles:

• Recommended size: 1280 x 720 pixels (16:9 ratio)
• High contrast: Ensure text is readable on small screens
• Branding elements: Include consistent colors or logo placement
• Human element: Feature yourself or clients when appropriate
• Property showcase: Highlight the most attractive feature of the property
• Text overlay: Include 3-5 words maximum that complements (not repeat) the title

Like editing, you can outsource thumbnail creation or create them yourself, but test different styles.

Engaging Your Audience and Lead Generation

YouTube channels should be an avenue to engage viewers and eventually convert some into legitimate leads. Encourage viewers to comment on videos and ask questions. You should respond to those questions to build engagement.

In your video description and profile, place a link to get in contact with you.

This should be to an email, contact form, or opt-in page. What you will find is that individuals who contact you are primed to buy as they’ve consumed hours of your content and have confidence that you can help them buy or sell their homes.

Watch how Arizona REALTOR Shannon Gillette uses YouTube to land over 100 deals a year.

Capturing contact information can help you further nurture leads, invite individuals to open houses, and much more.

Boost Open House Attendance
Increase foot traffic to your open houses with our eye-catching Open House Postcards, ensuring maximum exposure.

Promote Your Open House

Promoting Your YouTube Channel

A well-optimized YouTube video can help bring organic traffic and potential leads straight to your videos and channel. But it can take time. In the interim, promote your channel and new videos each week.

Start by leveraging social media marketing. Create a new post on relevant platforms to let everyone know you have a new YouTube channel and content up.

Tools like Opus Clip can extract clips from your video to share as Instagram Reels, TikTok videos, or YouTube Shorts.

Where possible, Facebook ads or YouTube advertising for real estate agents can boost your content.

Share links to your videos in other forms of content such as blogs and email marketing. The initial views can help YouTube’s algorithms share your content with a new audience.

For the best results, continue with a consistent posting and promoting schedule.

Overcoming Common Challenges

YouTube for real estate agents sounds easy, but there are some challenges. Being comfortable on camera is perhaps the biggest issue and some agents try to avoid being in front of the camera. Practice with short videos and use scripts to increase your comfort levels.

If time is an issue, batch your content to 1-2 days per month and outsource editing and thumbnail creation. In time, you can enlist someone to shoot the video.

The technical hurdles, including real estate SEO, can impact your channel’s performance. Use tutorials, follow content from coaches, and join real estate creator forums to overcome issues and stay accountable.

Leveraging YouTube Analytics for Strategic Growth

While creating, uploading, and promoting your videos, keep one eye on video performance. Using YouTube’s built-in analytics tool, you can see key metrics that help you understand your channel and make changes to improve performance. Common metrics to look at include:

• Watch Time: Total minutes viewers spend watching your content
• Audience Retention: Percentage of your video that viewers typically watch
• Traffic Sources: How viewers discover your videos
• Demographics: Age, gender, and location of your audience
• Engagement: Likes, comments, shares, and subscribers gained
• Click-Through Rate (CTR): Percentage of impressions that result in views
• Conversion Actions: Website clicks, contact form submissions, and calls

You’ll need a few live videos under your belt for a few days or weeks to gather useful information. Wait 30 days to review your initial batch of content then review your analytics at least once monthly.

Your Next Steps

YouTube can be one of the most effective channels for lead generation and business growth. It’s also a powerful marketing strategy for beginner and seasoned real estate agents.

Your biggest goal is to get started.

Remember, perfection is the enemy of progress. Your first videos don’t need to be Hollywood productions.

They need to be authentic, informative, and consistent. Start with the tools you have and focus on providing value. Commit to learning and improving with each video you create.

YouTube is not an overnight process. It can take months or even 1-2 years before seeing progress. Consistency matters.

YouTube has a compounding effect.

Unlike social media, each video is an asset that continues working for you long after you’ve uploaded it.

A single property tour or neighborhood guide can generate leads months or even years later.

Your potential clients are already on YouTube, searching for exactly what you can offer.

Take that first step.

Plan your content, create your channel, record your first video, and start your journey to becoming a YouTube-powered real estate professional.