#VyralMarketingShow - Episode 4 - You'll learn how most books start with an in-depth audio interview, the top 3 video topics for residential real estate agents, and how to build a funnel on your website to passively build your "VIP" subscriber email list.
2:06min - Kathy Fissori - "What are the best video topics for my residential real estate business?"
9:32min - How to build your VIP email subscriber list with an online marketing funnel
Chris Watters, one of our real estate clients in Austin, was kind enough to come to San Diego and let us interview him about the process and regulations he's recently dealt with while franchising his brokerage. We recorded 11 hours of audio that will be used to create written content.
We used a Zoom Audio recorder, a pair of headphones, and a handheld microphone to record the interview and have nice, clear audio to work with. If you ever need to create content you can always record an interview on a smartphone as well. The audio quality on phones is pretty decent anymore.
You can then use this audio to write a book, ebook, or longform content. You can send the audio file of your interview to Rev.com and have it transcribed for $1 a minute. You then send that to a ghost writer who will put together a well written book for $30-$40 an hour.
-Kathy Fissori is a great real estate client of ours who wanted to know which real estate topics for her content will perform the best. Kathy regularly sends out a monthly market update video and another based on a different topic.
Luckily, we can say with certainty that the number one performing topic is a local market update. People simply want to know the state of the market in their area and what they need to put their home in a position of value. Here at Vyral Marketing, we've published thousands and thousands of videos over the last seven years, and market updates are consistently the most opened emails and most viewed videos, by far.
If you can answer the question, “What's happening with home values in the area?” once a month and tie it in with something timely and relevant (like how the election has impacted home values, for example) you will have emails and videos that perform well every month.
Community tour videos are consistently the second-best performing topic among our clients. Buyers can find all the information they'd ever want to know about an area online through sites like Zillow and Trulia, but the one thing these national sites can't capture is a true 'feel' for the area.
If you have a list of buyers interested in a certain area, you can simply send them a video about that certain area. It's easy—you travel to the different areas within your market and shoot b-roll video, then record a voiceover. Some clients hire professional videographers to shoot b-roll of an area, while others shoot photos of the area with their iPhone and record the rest of the video with their webcam. Your Vyral Marketing specialist and their team will take care of all the editing for you.
Finally, the third best topic for videos—regardless of the profession—is the standard Q&A video. If someone asks you a question, you definitely know that there's demand for the answer, and you'll supply it. We also know that video works best when you demonstrate.
A good and timeless example of this comes from a client of ours in Omaha, Bill Black. Way back in 2010, Bill shot a series of videos showing the process of a house being built. He made a video every two weeks with a snippet of the home building process and it has more than 20,000 views. If you can, it's always better to show rather than tell.
-When growing your email list, you can bolster growth with a VIP subscriber funnel. We want to engage your full database; anyone in your Gmail, Outlook, CRM, hot lead list, past clients, and so on. We also want clients to start thinking about their database as a VIP list—the people who want to receive your updates. What's the benefit of this? First, you have to understand the difference between a subscriber, a lead, and what we call a 'marketing qualified lead' or even a 'sales qualified lead.'
- A subscriber is someone who doesn't yet know who you are, trust you, or in some cases, even know what you're all about. These are typically the people who entered their email for one reason or another.
- The next step is to ask for a little bit more information to join the VIP email list and receive your updates. From there, you have the call to action of 'contact me for a consultation.' These are marketing qualified leads, since marketing made this person want to contact you.
- After you follow up with the person who requested a consultation and found out whether they're a good fit for your sales team to accept, they become a sale qualified lead. Then, you have a customer. That's the customer life cycle.
At the very beginning, though, how do you get people to know who you are? How do you make them want to do business with you? It starts with your VIP list. Unfortunately, too many people get an email address and don't do anything with it. Even if they do, it's not enough to send them just anything—you have to send them something of value. Here at Vyral Marketing, the two monthly educational, non-sales videos you send are where we start.
We recommend you start your list by going out and simply asking people 'Would you like to join my VIP list?' Over the phone is best, but you can leverage yourself by doing it online. Our subscriber page at http://www.getvyral.com/ is a good example. We have VIP list link on our main navigation bar as well as at the bottom of our subscriber page. In other words, it's very clear that we want you to join our VIP list—it's all over the place. We recommend you have a link, callout, or button to join your VIP list on your blog, preferably in the upper-right corner.
The landing page should be very simple: ask them to join your VIP list with their email address, and in our case, a little extra useful information. We also tell them exactly what they're going to get. We create this on your blog for you here at Vyral Marketing.
-Remember, if you submit a question that we answer on the Vyral Marketing Show, we'll send you a $25 gift card. Kathy is this week's lucky recipient!
Our show mission is to help our clients - business owners, professionals, and entrepreneurs - reduce the pain of growing their business by attracting new clients and customers with personal, authentic content (videos, blog posts, podcasts, and more) that helps people. We talk execution and implementation.
Join us as we update you on what's new at Vyral Marketing, answer your submitted questions, and share the best marketing tips working for our clients. Tweet #VyralMarketingShow or mention us on social media @VyralMarketing with your question. If we answer your question on the show, we'll send you a $25 gift card!
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ABOUT Vyral Marketing
Vyral Marketing helps entrepreneurs, business owners, and professionals reduce the pain of growing their business by attracting customers and clients with personal, authentic web videos that help people. It all starts by better communicating with your #1 business asset - your customer and prospect database. We do all the work for you. We interview you on an HD webcam and then do all the editing, writing, optimization, and promotion work for you so you position yourself as the expert to attract business, not chase it. Get a copy of the official video marketing plan we recommend for all our clients and see pricing, how it works, FAQ's, reviews, examples, and more at http://www.getvyral.com