Chapter 23:
Outshine Your Competitors With
YouTube Ads for Real Estate
Our team’s Unique Selling Proposition (USP) centers around offering our clients unmatched exposure for their properties. This isn’t merely a catchy slogan; we’re committed to guaranteeing a minimum of 100,000 views on their property. More than just making this promise, we consistently fulfill it. Furthermore, we ensure complete transparency by providing our sellers with detailed ad data. This information is shared every week in our Monday Updates, a process that we thoroughly explain in Chapter 15. This commitment to visibility and transparency sets our service apart and underscores our dedication to our clients’ success.
I recently ventured into the realm of YouTube advertising, and the results were strikingly immediate. Our clients and even their neighbors began reaching out to us weekly, excitedly mentioning, “I saw your commercial on TV!” This newfound visibility is somewhat amusing for our children, who hear about it at school, but it brings to mind Oscar Wilde’s famous quote, “The only thing worse than being talked about is not being talked about.”
With each passing year, an increasing number of people are moving away from traditional cable and turning to platforms like YouTubeTV. Possessing a Unique Selling Proposition (USP) such as offering HGTV-level quality videos is undoubtedly valuable, but it’s equally important to effectively market it to the target audience. And what could be a more fitting platform than their very own big-screen TV? It’s an ideal way to showcase our high-quality content where it’s most likely to be seen and appreciated.
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The allure of YouTube advertising extends far beyond the big screen. Its ubiquitous presence ensures that your ads are displayed on a variety of devices, from the expansive screens of living room TVs to the portable convenience of smartphones and tablets. Whether potential clients are relaxing at home or passing time in a waiting room, your property or content is there, capturing their attention. This strategy of targeting multiple devices guarantees that your listings are not just viewed, but viewed repeatedly and in various settings, reinforcing your message and creating a lasting impact.
For us, providing high-quality advertising for our current clients is a strategic move aimed at resonating with them while also appealing to prospective clients. It’s about creating a cycle of success where our present work lays the foundation for future opportunities and growth.
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Hyper-Local Heroes: Tailoring Real Estate Commercials for Your City
Advertising is essentially a clear message to your audience: “Here’s what we offer, here’s how it benefits you, and this is how you can get it.” It’s really as straightforward as that. Start your ads with a dynamic impact. The first 30 seconds are critical in determining the success of your ad. Presenting captivating content right at the beginning significantly increases the chances of holding your viewer’s attention. Ads that start on a mundane note often get lost in the noise. You might be building up to a climax, but your viewers could lose interest before you get there. They might just scroll past. That’s why it’s crucial to make your introduction compelling and unforgettable. This is why we feature Waylon, our 200lb Saint Bernard, at the start of our video.
Picture this: your ad opens with a chyron displaying your website and phone number, accompanied by a persuasive call-to-action, all specifically tailored for your operational city. Then, you broadcast this hyper-localized advertisement on YouTube TV within that very city. It’s like having a personalized billboard in every living room, but much more cost-effective.
Reinforcing your message by overlaying text on the video while you narrate is also effective. It’s important to ensure that the superimposed text matches your spoken words precisely; any discrepancy can confuse the viewer. Many agents hesitate to use superimposing, but remember, the goal of direct response advertising is to elicit a response!
We firmly believe in the strength of local expertise and actively encourage each of our agents to create their own geo-farm—a designated area where they concentrate their marketing initiatives. This strategy enables them to establish themselves as the primary real estate authority in their selected region.
And what could be a more effective way to demonstrate this expertise than with a customized commercial?
These advertisements, specifically crafted for their distinct geo-farms, not only showcase the unique characteristics and advantages of the area but also solidify our agents’ status as the local real estate experts.
Such tailored commercials provide a powerful means to resonate with potential clients in their immediate community. There’s a special appeal in promoting listings that are just a walk away.
The remarkable aspect of YouTube commercials is their capacity for precise geographic targeting. Unlike Facebook and Instagram, which have a minimum radius of 15 miles, YouTube ads can be specifically directed at residents of a single city. Each commercial is shot in well-known locations within each community, allowing for highly focused targeting to that particular city. This capability enhances the relevance and impact of the ads, making them more effective in reaching the intended local audience.
In “Six Weeks to Real Estate Success: An Actionable Guide for Ambitious Agents,“
Dustin Fox provides a comprehensive guide for real estate agents looking to transform their careers. Drawing from his own journey to becoming a top producer, Dustin shares practical advice, innovative strategies, and personal anecdotes that demystify the real estate industry.