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13 Essential Real Estate Marketing Videos You Should Be Making

This article originally appeared in BHGRE’s Be Better blog on August 2017.

The real estate mantra used to be location, location, location. With the impact of social media, it should now be connection, connection, connection. Videos are an excellent way to expand your reach by engaging with those who are interested in either buying or selling.

ComScore recently reported that online videos increase consumer preference by up to 25 percent. With numbers like those, it is time to review 13 of the most popular types of video to expand your reach with every upload. 

1) Interview

Testimonials are essential to building your reputation online. Video is the wave of the future, and it is time to climb aboard! No need to panic when it comes to finding willing participants; past clients are a great resource. If they are happy with your work, they will most likely be open to filming a short testimonial video.

Don’t forget that your colleagues in the real estate industry can also polish your reputation. Ask clients and colleagues for a brief interview explaining your professionalism and results. Make sure to ask sensible questions, like how you personalize the real estate process,  that will result in usable sound bites.

 Include a brief introduction in the beginning so viewers can connect the testimonial with your face. This is not the time to skimp on quality – invest in your future by doing research and selecting professionals who can help you look your best with the right equipment. 

2)  Informational

What is common knowledge to you might be mind blowing to someone else. Become the expert by sharing valuable information with brief, educational videos. If you are not sure what to discuss, it might be best to start with FAQs and do a short video on each answer. 

Brevity is key here as you don’t want to overwhelm viewers. Harness the power of social media by becoming a shareable source of reliable information. Practice your script a few times before going on camera and take the time to figure out which background you will use when positioning yourself as an expert. 

3) Local business reviews

To potential clients, a new neighborhood can be intimidating.  Show viewers the inside scoop on a community by answering the questions you would want to know as a potential buyer. For example, where would you like to eat? Which restaurant is the best and worthy of some viral attention? These types of topics will work to your advantage as people’s loyalty to local eateries are almost as strong as their devotion to local sports teams. This will start a conversation that others will want to join, which might boost your views. 

Local business owners will appreciate the free attention and may give you perks such as the best table when bringing in clients. Other videos can include community features such as great parks or landmarks. 

4) Local culture

Similar to local business videos, local culture videos are a way to showcase the community within a neighborhood. Show off popular gathering spots and those that are charming, such as parks or wishing wells. Ask clients that have just moved into the neighborhood for testimonials.

Every community has at least one event that makes it unique. Parades, celebrations or even a charity garage sale shows neighbors enjoying something that brings them together. Make each neighborhood personable and welcoming with engaging videos. 

5) Livestreaming

People want to see homes in real time and livestreaming is on trend. The advantage here is that it allows you to communicate in real time and engage a broad audience. Virtual open houses can be seen by those who are considering a move to the area. Go with the standard Facebook Live and make sure to create an event page for the property a few days beforehand to emphasize the address and time. 

Repeat the ihouse details multiple times throughout the broadcast. Other livestreaming options include broadcasting a Q & A session. Viewers can engage with you in real time, allowing you to nurture  new client connections.  

6) Listing 

Each listing is unique and should be treated as such. Now, you have the opportunity to share a home’s value with the world. Listing videos are a way to customize how a home is presented to the world. By taking viewers on a private tour, you can engage them with your expertise and welcoming personality. The starting point is figuring out which features of the home are stand-outs. It could be a great pool, Brazilian cherry wood floors or stunning views. 

Pick features that are so amazing they just have to be shared. Center the video on these features and get creative with background music or descriptions. Make your virtual tours must-sees. 

7) Brokerage/office promo 

Bragging, in the case of office promotional videos, will work in your favor. Agents and brokers now have a chance to talk about what makes them special. You can start by discussing the successes you have found in your specialty. Show off any awards you have won and explain their meaning. 

Brokers can discuss culture and why it works in the client’s favor. Be sure to go beyond the clichés – instead, take viewers on a short tour of the office and introduce them around as you would if they were right in front of you. 

8) “About Me”/agent profile

The human connection is the most powerful force on the planet. Harness the desire to know and be known with a video that shows a more personal side. This will not detract from your positioning as an expert as it will make you more human – more likable – to viewers.

 Share personal information that viewers can relate to. You can share that you love dogs or that fishing trips with your parent were a touchstone in your formative years. Once you have made yourself human, start sharing your credentials and why you are passionate about helping others find their ideal home. Stories are also a great way to connect. 

Talk about selling your first home or something industry-related that you are proud of. Future clients will feel as if you are now an acquaintance rather than a stranger. 

9) “How-to” 

A video that demonstrates your expertise is a great educational resource. Share hacks or advice to navigate topics that are complicated for those outside the industry. Ask friends and family for topics, or research which ones are trending on social media. People want to know things like how to pick an agent or how to read an inspection report. SEO counts here, so make sure “how-to” is included in the title. 

Another consideration is whether to have DIY project how-to videos. These can be targeted to Millennials who see DIY projects as an investment in their homes (include stat). Ask local experts to contribute for utmost credibility. To get more shares, show a unique way to do a common project.

10) Housing market updates 

The housing market can be a mystery to clients. Some reports are optimistic while others predict doom. It can be confusing to a person who is unable to decode sets of circumstances on a local or national scale. Clients can be clueless about terms like “buyer’s market” and “seller’s market.”

Whatever it all means, they want to be on the right side of the equation and want a friendly insider – you – to tell them if now is a good time to buy or sell. Give clients and potential leads the inside scoop on trends and rules. By consistently posting videos on the housing market, your clients may start thinking of you as their personal expert, which will lead to  great references. 

11) Humorous

 Explore funny options such as parodies of songs, sketches, and tours with amusing narration. The lesson here is to be careful with jokes and banter. However, if you’re naturally funny, there is a need for humor in the industry. The trick here is not to play the fool. You cannot expect to be taken seriously if you are purposely intending not to be. Make sure viewers know that you are in on the joke.

12) Instagram 

Social media is as much a part of real estate marketing as direct mailing. The key is harnessing the power of platforms and knowing how to reach your audience with curated videos. Instagram takes advantage of the inherently visual nature of real estate.

Content can include listings and open houses. Try to engage followers by giving an inside peek at your life or something personal you would not mind going live for a full day. 

13) Year-in-Review 

Let people know what a good year you have had by putting together a year-in-review video. Highlight your successes over the past 12 months. Include snippets of listings, open houses and events you have sponsored. 

Want a marketing plan that works? Text me at 786-208-0451. 

A Miami Copywriter Explains Which Words to Avoid When Generating Real Estate Listings

Every word counts in a real estate listing and the wrong ones are strikes against you. Whether the words are overused to the point of cringe or just confusing, a potential lead may be turned off by your language. They may think that since you are not imaginative/creative with something as powerful as a listing, you won’t come up with innovative ways to market or negotiate, either. Prove them wrong by avoiding the following terms.

Welcome home

Can you feel the cringe coming on? Allow clients to form their own opinions about a property. Write about the features that make it feel like a safe place. Maybe the location is close to highly rated schools and parks. This could also be an opportunity to write about security features or smart home technology.

Priced to sell

Every house is priced to sell. In a hot market, this can work favorably. Otherwise, these words come across as hostile. Have a home properly appraised and set it slightly higher than the appraised value. Most deals include at least one counteroffer that is often five to six percent below asking price. Put the odds in your favor by doing away with this term.

Has great bones 

Agents should present every house in the best light. Many buyers know a property will not be 100 percent to their liking and most are willing to invest in a few updates. To say a home has great bones may cause the buyer to perceive the property as a potential money pit. Focus instead on stellar features such as vaulted ceilings or the home’s proximity to A+ schools.


Charming implies to many that the space is compact. Ask yourself what makes the neighborhood or property delightful. It could be a rustic setting, a tree-lined street or architectural details like molding or an intricate staircase. Harness the power of the home’s best features to show off its charm without using this cliche word.

Siren has all the right words for your listings. Let’s start today!

Writing Your Memoir: You Can Sit with the Muses

background-313552_1280An inciting incident must be gripping. The scene is a distinct before and after moment in the hero’s life. Before Cady Heron from the movie Mean Girls is invited to sit with Regina George, she is a homeschooled outsider. The invitation changes everything. Cady goes from being a ghost to being one of the most popular girls at the school. A writer must describe the normal before the incident to show how the singular moment altered the protagonist’s life. After a Muse altered their destiny through a person or circumstance, the recipient has to stay the course of their fate. Cady cannot go back to being under the radar and must flow with the change. Inspiration always alters a person’s habits and approach to life in a memoir or fiction piece.

Sit back and enjoy the ride

Please note that the inciting incident is passive. The event happens to the protagonist. Cady could not have sat at the Plastics table of her own accord; the Queen Bee had to invite her. This particular teen was worshipped around the high school like a goddess. Somewhat in the same vein, Ancient Greeks started the notion of Muses providing the necessary inspiration to the seeker. Muses happen to the artist and no matter how arduous the chases. Revelations are out of everyone’s hands much like traffic and the weather.

Before and after

A catalyst is a person or event that incites the hero to take action and begins the story. Fully describing life pre-inspiration gives a glimpse into what the hero’s life – environment, friends, and perceptions – was like before the instigation. A reader must be hooked right away within the first five pages, or the hero’s journey will not be followed. Inciting incidents can go back years, months, or seconds. Laws of time or space do not hold down their impact.


If you are having trouble narrowing an inciting incident think of a clear before and after moment in your life. Consider an event or person that changed the course of your life. The first thing that pops into your hand, unexpected or obvious, is the correct inciting incident.

Writing exercise

Once you are aware of the inciting incident, start describing your life before the Muses blessed you with inspiration. What did you feel, think, and believe before the catalyst happened to you? Write it all down. Next, describe the moment of inspiration in a stream of consciousness. Finally, detail how you were changed and how it altered to life via other significant events or people.


This is the first step in writing your personal or professional memoir.

Emotional Marketing




“Whenever there are strong emotions about something you know there is an opportunity.”

So many ventures out there were not born of passion.  Making money is the primary goal of any business as it should be.  However, without the choice to be working on your project, the hours become too long and the challenges are perceived as insurmountable.  The perfect combination is the marriage of money and passion.


If you talk to people about a mundane subject such as the best dish washing liquid on the market, you will get a few yawns. On the other hand, talk about something that a person feels passionate about such as hair extension or golf clubs, the excitement cannot be contained. This is the way you should feel about your product (s).

Drawing in Others

People do not like being sold to. This is a given, but in the crunch to make money this may be forgotten. When you have passion, it is not about pushing products, it is about bringing someone into your fold without a creepy cult subtext. You can talk about the benefits and uses of your product that can draw in others.


Many business people try to deny emotions preferring numbers to push products. With the advent of leaning in business models, that notion is slowly going the way of the buffalo. You should invest in not only what makes you excited, but what also makes others excited.

Sell Hope

The reason why diet is such a big business in America is because of how excited people get when they lose weight. They imagine ex-boyfriends/girlfriends clamoring for their attention and being the envy of everyone. Despite the obesity crisis, this industry is going gangbusters.  The truth is it will always be. We don’t just buy diet pills or grandfather clocks; we buy hope and a sense of belonging. There is a drive to be happy present in every human being and the opportunity will be there even if the current is going in the opposite direction.

Exit Rate versus Bounce Rate

bounce rateLet’s say you and a friend decide to see the latest movie. You purchase the tickets and find a good seat. No matter how compelling the story is, at some point you will leave the movie theater. Preferably, this will happen after the credit rolls, but some moviegoers might leave within the first ten minutes. This example might best describe the difference between a bounce rate and an exit rate. Leaving early means that watchers bounce out too early when the cinema would prefer that they exit after the show is done.

You can have a great webpage with warm traffic directed by SEO. However, there is no guarantee that people will see the whole thing. Your goal in creating the page for your business is to convert traffic into sales. If traffic glances at your home or landing page, this means you have a high bounce rate. There are a few things to consider when you want to improve your analytics.

  1. Make sure your website is user-friendly.

Are the colors garish and the content in an odd format? Design flow can turn off viewers. Make sure your site is as user-friendly as possible.

  1. Your content should add value.

Nothing is more annoying than being pitched to in an aggressive manner. Tone down the hard sell tactics. To make your browsers respond, make the content relevant to them. Give them an e-Book or really anything that makes it seem as if you are an expert in your field and they are in the know. It is always about them, not you.

  1. Select the best keywords

Keyword selection is the touchstone of SEO. If you chose keywords that do not represent your product or service, they you will not be trusted. People come to your website with expectations and if they are not met, they will consider you spam.

bounce rate calculator

You want viewers to go through all your pages. For example, if you have three pages, then you want the analytics to show that viewers left on the third page rather than the first page. Review your resources and study your numbers to improve your rates. Always have a CTA on your landing page to ensure smooth conversions.

Tips to Build Loyalty

queen beeWe live in a world that is so digital, we often overlook the value of human connection. Clients crave human connection that allows them to feel valued. When starting a new business, it is often overlooked how a business is  making their clients feel. Owners can get so consumed in selling themselves to stay afloat, they might forget how valuable clients’ feelings are in the whole process. All businesses, from content to lifestyle services, sell hope. The world can be a frightening place. With so many people feeling neglected or taking selfies for approval, it can be difficult to feel good enough. Your business can stand out by making clients feel appreciated, but more so acknowledged.

Think of your friendly neighborhood restaurant. When you say “the usual” to the server and she/he understands, it is a great feeling. This shorthand shows that your presence there commands attention and demands respect. Maybe the food isn’t that spectacular and they are stingy on the pickles, but you go for the feeling of being known. The drive to seek new customers will always be a temptation for businesses. After all, new customers can be interpreted as a sign of your business moving forward. However, it is preferable to have a customer base rather than constantly seeking new additions.

Here are some tips to allow loyalty.

  1. Always deliver

You must always deliver on what you say you will. People have already experienced through their parents, friends, or significant others the sting of failed expectations. Your business will be projected upon by customer’s personal negative experiences if you disappoint them. The best way to avoid this is not to set expectations that cannot be met. In the old days, businesses used to say best or lowest prices in town. This was way before Walmart and Target could make those claims obsolete. Make your claims manageable. If you will can have their car cleaned in thirty minutes, do not promise fifteen and then blame a faulty vacuum. Customers remember whether their expectations were met.

  1. Focus on experience

Most restaurants go all out for Valentine’s Day. They will fill their establishment with balloons and candles to make it a great experience for their patrons. Other businesses will at least put up decorations and perhaps even offer a special. The goal is to be included in life’s special occasions so the business will be associated with a positive experience. If your client feels that they will have a positive experience with your business, they will become loyal. Treat them well and your business will be rewarded with allegiance.

  1. Listen to needs

Targeting your client’s needs or price points is necessary for any business. The time to figure out who your audience should be is when drafting your business plan, not when your literal or figurative doors are open. The signs will be there for you to interpret, but most customers will not always be forthright with what they want you to know. Some products will not be purchased and add on services could be ignored if you do not learn how to take notes from your clients. Business owners have a tendency to go with what they think is best, not always what the customer will buy. For example, let’s say a salon owner offers their grandmother’s special hair treatment without regard that the customer’s don’t buy it. No matter what the business, if a product or service does not sell, it does not work. Your business can be chewed up by your ego if you do not learn how to listen to your customers.

  1. Loyalty builds loyalty

When I was a little girl in ballet class, our instructor told us the shop to go to for our shoes and recital costumes. This store had brisk business because of our loyalty to our teacher. If you can seek out the same for your business, then you will not have to worry about earning loyalty, as someone will have it already in spades for you. Take some time to figure out how your product or service can attract those with built-in loyalty. Consider that many restaurants comp meals for food critics or food bloggers and other businesses offer swag at events. If someone with influence declares your business one to trust, then you can focus on making the leader the one to focus upon rather than their followers. This does not mean taking followers for granted, after all, a queen bee must have helper bees in order to function. Instead, pay extra attention to the leader and fulfill their needs with extra care.


Loyalty is earned one customer at a time.

Exploring Your Long Tail Options

SEO can be overwhelming especially when you do not understand the terminology. A keyword is, essentially, what you type into Google or any other search engine to find your desired result. There are two types of keywords: long tail and short tail. The best way to think of these types of keywords is that they are like a siren. The head (short tail) gets all the attention while the tail ( long tail) may only be noticed if it is split in two. Short tail keywords are generalized words to get the gist of the search. Long tail keywords are expanded or lesser used keywords crucial to your SEO. When a customer is close to the point of sale, they tend to get more specific. This means they already have done their research, know exactly what they want and are looking to buy. Long tails key words can help you get a sale instead of more traffic that short tails can bring.

The typical buying cycle for a customer is as follows:

  1. Potential client has become aware of a product or service.
  2. Potential client begins researching the product to see if it fits into their pain points.
  3. Potential client seeks alternatives within the product range such as pricing and features.
  4. Potential client begins to ready themselves to make a purchase and pulls out their debit or credit card.
  5. Potential client receives goods and decides whether to initiate a return.

Short tail keywords are priced higher due to the demand curve.  More businesses want to have the most popular search terms in their arsenal. Let’s say you have a small business offers content creation like Siren Publications does. If you were to have the short tail keywords of content, then you would be competing with content mills. You will have a harder sell if you are not more specific or use long tails.

Content writer SEO 6,910,000 results

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As you can see above the various keywords yield different results. The more specific your keywords are the better. You can use short tail keywords, but you would be going up to bat with the big boys. Now the great news is long tail keywords are cheaper than short tails. Long tails target your potential clients who are closer to the point of purchase alongside being easier to rank.

This all goes back to the idea of quality traffic. You may have more visitors with short tails, which does not always covert to sales. Long tails are highly targeted leading to buyers.  Another plus is that highly selective markets can turn into niches. Small sales from these communities can lead to big profits. To explore your long tail options go to http://www.wordstream.com/keywords and explore your options with long tails.

long tail

Outbound and Inbound Marketing Simplified

tinkersoutbound marketing-advertisers start the conversations with potential customers

inbound marketing-customers actively seek out a brand for two- way communication

warm lead-internet traffic that has already expressed an interest in your product or service


Tinkers sold their wares all over Ireland. They had a bell that signaled their entry into local villages. Whatever they were selling, they advertised by shouting and talking to their potential customers. In essence, they went to their customers and then tried to sell as personally as possible. This happened all over Europe and early America before radio and television. As long as people have something to sell, there have been marketers. Once technology came into play marketers focused on starting  conversation personally through tradeshows, TV commercials and cold calls. Impersonal avenues include radio commercials and print advertisements such as newspaper ads, magazine ads, flyers, brochures, catalogs, cold calls, and email blasts.

Outbound marketing does not have the highest ROIs  in addition to being a challenge to track. The DNC or the federal do not call list hinders reaching potential customers on the phone. The advent of TiVo makes commercials near obsolete, spam filters make direct marketing emails invisible, and postcards became birdcage fodder. All these avenues can be high cost and low yield. According to statistics, 44% of direct mail sits unopened in landfills. 86% of people fast forward through commercials .84% of 25 to 34-year- olds, the prime targeted age demographic, have exited out of pop up ads.

On the opposite end of the spectrum is inbound marketing. Outbound marketing in this digital age comes across as yelling whereas inbound marketing sees the clients come to the brand. Potential clients use Google to find the brand from dish soap to teacup pig breeders seeking them out on avenues such as social media or webpages. These potential clients would be considered warm leads in which they have already expressed interest and can be swayed towards your brand with the right presence. Social media plays a key role with inbound marketing as your warm leads can have multiple exposures to your brand and perhaps interact with your brand as well.  The goal is to benefit warm leads and turn them into clients. You can do this by offerings white papers or relevant blog content.

Content is queen with inbound marketing. Your website should be relevant and provide two-way communication. As outbound marketing declines each day, inbound marketing is increasingly being viewed as the only way to go. Inbound is cheaper than outbound marketing and can yield higher revenues.

If you are uncertain about the advantages of inbound marketing, do some research on the topic. You just might leave outbound marketing in the last century where it belongs.