Are Your Videos Not Bringing Deals? Here’s Why

If you’ve been creating video content as a realtor but feel like it’s not getting the results you expected, this is for you.

Here’s a hard truth: most realtors are unintentionally pushing away 97% of their potential clients with their videos. Why? Because their content isn’t relevant.

And no, I’m not talking about hopping on the latest TikTok trends. I’m talking about creating content that speaks directly to your audience’s needs, no matter where they are in their journey.

Understanding Your Clients’ Journey

As a realtor, it’s crucial to understand that your clients fall into one of three categories:

• The Sidewalk: These people are just becoming aware of you. They may not be actively thinking about moving, but they’re starting to consider it. This is where educational and awareness-building content comes in—helping them learn more about the market and your expertise.
• The Slow Lane: These individuals are gathering information. They’re not ready to make a move yet but are exploring their options. For them, you need trust-building content. Think market insights, neighborhood guides, and stories that help them understand their options better.
• The Fast Lane: These are your hot leads—the people who are ready to buy or sell right now. This is where most agents focus, creating content that’s designed to convert quickly. But here’s the catch: this group only makes up 3% of your market.

The Problem with Fast Lane Content

When you create all of your content for the Fast Lane, you’re ignoring 97% of your potential market. You’re pushing people away because they’re not ready to buy or sell yet—they’re still gathering information and getting to know you. They see your content and think, “Not for me—yet.”

The Solution: Speak to Every Part of the Journey

When you create content that speaks to every part of the client journey, something magical happens. You build trust. You build connection. And you position yourself as the go-to realtor for when they are ready to buy or sell.

The result? You start attracting more deals and building relationships that lead to closed deals.

Remember:

Everyone’s timeline is different, but people are always moving through the lanes. When you provide valuable content for every stage of the journey, you create more know, like, and trust—the three keys to growing your business.

Here’s the best part: this approach leads to more conversations with clients who already feel connected to you through your content. You’ll attract more people who want to work with you, rather than just those who are ready right now.

If you want help implementing a content strategy that speaks to all stages of the client journey—and brings in real results—I’d love to chat.

‍