Jessie Yerxa’s catchy “cups” video and its variations have racked up more than 30,000 views. Quirky? Yes. Fun? Yes. Marketing genius? Absolutely.

This marketing-savvy team leader from EXIT Realty Advantage in Fredericton, New Brunswick, readily admits that most of her teams’ business comes from their online marketing efforts and prolific use of video. Here she offers four tips to successful real estate video marketing:

  1. Grow a thick layer of skin. Yerxa understands the importance of mixing her personal and professional lives online and that this can open her up to criticism. “The more content you put out there, the more critics will be looking at your content,” she says. “The easy answer is to block and delete and focus on your supporters.”
  2. Don’t succumb to procrastination and fear. Many people don’t like the way they look and sound on video, but the fact is, that’s the way they look and sound every day. “Don’t use the fact that the video is imperfect, has bad lighting, or your fear of rejection as excuses not to post the video,” Yerxa advises. “Consistency will build an authentic following.” As Zig Ziglar famously said, “You don’t have to be great to start, but you have to start to be great.” Yerxa suggests that creating a professionally-shot video to introduce yourself to listing prospects warms the conversation and acts as your online listing presentation.
  3. Show behind-the-scenes through Facebook and Instagram stories. Be yourself and be real, faults, foibles and all. “Your real following will eat it up like lunch and they will love you even more for it. When I let people into my life through social media, they feel immediately connected with me. They see me as a professional through my profile photo and they establish a trust which is fundamental when choosing a real estate agent,” she says.
  4. Don’t be self-congratulatory. Real estate agents tend to shine a spotlight on themselves, boasting about their awards and sales accomplishments, when in fact, prospective clients only care about what you can do to help them. “Don’t send people messages like, ‘I’m the best person in the industry’, instead, create valuable content that will show people who you are and how you can help.  Then they will follow you,” she cautions.

“You can’t please 100% of the people all of the time but you can please the majority of the people your personal brand attracts 100% of the time,” Yerxa concludes. “People are online to be social, not sold, so have some fun with it.”



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