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I just returned from Jeff Glover’s Live Unreal event in Phoenix, which was exceptional.
I took notes specifically on what was shared to improve your video and database results. Much of this we implement for you as a client. If anything here piques your interest, let’s talk.
1. The Strategic Shift: Spoken Word vs. Written Word
- “The spoken word will be more trusted than the written word by the end of the year.” This is largely driven by the evolution of search engines and AI. Because Google owns Gemini and YouTube, video content is prioritized in search results. Therefore, agents must produce video content to ensure AI recognizes them as authoritative figures.
- Agents who master video content now are considered to be 18 months ahead of the competition.
- Jeff predicts that ChatGPT will become the Yahoo of AI (an early pioneer that gets overtaken), while Gemini will become the dominant player.
- Because Google owns both Gemini and YouTube, the search engine prioritizes video content. AI platforms transcribe the audio from videos to verify that a real human is speaking.
- To rank in AI search results (where the AI gives a direct answer rather than a list of links), agents must produce video. The AI looks for repetition and proof of expertise, which is best demonstrated through video content that it can "listen" to and verify
- To improve on-camera skills, Jeff shared a technique called Video Play (just like phone role play). This involves writing a script, chanting it, and then recording it repeatedly on your phone in selfie mode until the delivery is natural and energetic.
- YouTube is the only platform worth using for long-form video (defined as six minutes or longer). Average View Duration - keeping viewers watching for 50-60% of the video - is the most critical metric for the algorithm. If you can hold an audience for 6 to 8 minutes of a 12-minute video, YouTube will aggressively suggest your content to new audiences
- Vyral Client Kelly Cook recommends starting a channel with these four specific video types:
-Five pros and five cons of living in your city.
- Using Zoom to record yourself navigating a Google Map of the city, explaining traffic patterns, hospitals, and specific subdivisions. Have your face in the corner of the screen. Zoom in on specific subdivisions, explain traffic flow during rush hour, point out hospitals, and drop the "street view" man onto the map to show actual streets. This establishes hyper-local expertise
- Going out into the city to show schools and restaurants, acting as the "mayor" of the city.
- A video detailing the top reasons someone should avoid moving to the city, which builds authenticity. This builds immense authenticity because viewers trust you for sharing the negatives. Warns to keep a ratio of about 10 positive videos to 1 negative video so the channel doesn't become too negative
3. Short-Form and Social Media Tactics
- Creating a separate brand (e.g., "Phoenix Insider") that delivers local news in a talking-head style daily. This builds trust and authority, leading to warm inbound leads.
- A strategy involving consistent, unscripted home tours on social media. One agent generated 8–9 deals in three months by posting consistent tours that allowed his personality to show.
- Agents are taught to stop posting static Coming Soon or Just Listed graphics because they hurt engagement. Instead, marketing should consist of selfies with clients, collaborations, and telling a story about the property or transaction through video.
4. AI Integration with Video
- Look into using AI clones or avatars to generate educational video content (explaining HOA fees) instantly without the agent needing to record (be careful with this)
- Video helps agents rank in generative AI search results (GEO). Because AI platforms can transcribe video, speaking your expertise helps you rank higher than just writing it.
- Lead Magnets: Use AI to create a valuable guide (9 Ways to Get Top Dollar), then record a video promoting that guide to generate opt-in leads.
1. Identify a Topic: Use AI to find what locals are searching for (Bike trails in Cleveland).
2. Create the Magnet: Have ChatGPT write a guide (The Top 5 Bike Trails).
3. Create the Video: Record a video (yourself or an avatar) promoting the guide.
4. Capture the Lead: Use an AI automation tool (like ManyChat) to send the guide to anyone who comments on the video, capturing their data.
5. The ROI of Your Existing Database
- Taylor shared a specific audit to determine if you are successfully working your database. The standard is an 8% return. If you have 100 people in your database, you should be closing 8 deals per year from that list.
- The reality is most agents currently see a return between 2% and 4%. If you are below 8%, the instruction is to follow the specific Glover U system to increase engagement.
- Jeff said agents "must stop sending reminders to set the damn clocks back" because clients do not find value in generic reminders. Instead, communication must be hyper-personal and relatable.
