Jess Lenouvel

Want to know how to make real estate videos that make your ideal clients stop the scroll?

You’re in the right place.

There’s no way around it – video has become a non-negotiable for real estate agents looking to sign more clients off social media and generate inbound leads.

There’s no better way to build that know, like, and trust factor with your audience.

Video is one of the most powerful marketing mediums that you need to be leveraging so that you can connect with your ideal clients at scale. 

With these 6 tips, your videos will be memorable, enticing, and optimized for social media.

Ready to dominate on video?

Keep reading!

Pay attention to your environment 

Where you create your real estate videos matters.  

You want to have at least a few designated areas in your house or office where you can create content. 

Make sure your background is clean and tidy. If you have a plain white or colored wall, that’s good enough!

The most important thing is that you don’t have a ton of clutter in the frame, as this will distract from the message in your video.

If you do have something in the frame, make sure it’s an intentional touch for visual intrigue – maybe some flowers in the corner, a nice plant, or a decorative piece. 

Record near a window or somewhere with good lighting, and make sure you put yourself in the center of the frame. 

Invest in the right tech

You don’t need to spend a ton of money on tech to start making real estate videos, but a few affordable tools can make a big difference. 

• Lapel Mic: If you’re recording a lot of videos outside, a lapel mic can be a game changer. It will hook onto your clothing, so it’s not super noticeable, and will cut out all outside noise. High-quality video is becoming more and more important to stand out online – and audio quality is a big part of this!
  
• Gimbal: If you’re creating moving videos (for example, listing walkthroughs!) I recommend investing in a Gimbal. A Gimbal is essentially a selfie-stick with a stabilizer attached to it.  This will help your videos feel smooth and high-quality without any bouncing or shaking!
  
• A Ring Light: If your space doesn’t have the best natural lighting, a ring light is going to be your best friend. By propping one up in front of your phone, you can easily minimize shadows and low lighting and improve video quality in a snap.
  

All of these tools are super easy to find on Amazon or at your local tech shop!

Embrace authenticity and avoid excessive editing

While a little video editing can help you look more polished, you don’t want to go too far. 

Remember, the whole point of video marketing is to help your clients get to know YOU as the face of the brand.

With video, they get to see your mannerisms, your laugh, and your expressions. Unlike a text ad, they get to know the human behind the business. 

So make sure you’re embracing authenticity!

This might look like:

• Choosing topics you’re genuinely interested in, rather than talking about something just because someone else is. People can FEEL your passion for a topic. If a video idea doesn’t feel interesting to you – just skip it and move on to the next!
  
• Not adding in excessive filters or fancy transitions. Focus more on the message rather than going overboard with visual effects. You don’t want your video to look like an ad!
  
• Talking as you normally would rather than reading a script. If you want to stay on track, I recommend writing down a few bullet points related to your real estate video topic. Writing out a whole script and reading it can come across as inauthentic and robotic-sounding. 
  

If you tend to get overwhelmed with filming videos for social media, pretend you’re talking to one person like you’re having a casual conversation. 

Emphasize one-take videos

Instead of starting and stopping the camera multiple times, try to film content in one take. If a mistake happens, embrace it, have a laugh, and recenter without turning off the camera. This approach saves time and doesn’t interrupt your flow.

It doesn’t matter if you end up with a 30-minute-long video. You can go and simply edit out any errors. This approach is way more efficient than turning on and off the camera a million times, and keeps you in a natural flow. 

Keep your bloopers

Instead of taking yourself so seriously, you can leverage your bloopers as a powerful marketing tool. 

Keeping some of the funny and authentic moments from failed attempts or behind-the-scenes footage can create a stronger connection with your audience.

Being able to laugh at yourself showcases humility – but at the same time exhibits a certain level of confidence. Putting a blooper out into the world communicates, “I got this, I’m a pro. But I’m also a human and I still make mistakes like everyone else.”

There are members in The Listings Lab who have literally signed clients from being brave enough to post their bloopers! People have reached out to them saying:

“I saw your Blooper video and I was laughing so hard – I knew you were my person.”

Even just posting one of your funny blooper takes on your Instagram stories can create a ton of engagement. So try posting a blooper, and see how it goes! 

Add subtitles

This depends on the platform you’re using, but when it comes to real estate videos for Instagram and Facebook, it’s helpful to remember that 90% of people are watching with their sound off.

Because of this, it’s super important to transcribe your videos.

You can do this directly within the Instagram app, or even use a tool like Capcut or KapWing. 

Remember that even if you automatically generate subtitles using Facebook or a third-party app, you’ve got to proofread them for accuracy.

Be engaging

Your ideal clients are seeing hundreds – if not thousands – of pieces of content every single day. 

Which is why you have to make sure you HOOK them.

Avoid introductory statements like, “Hi, my name is Susie from Royal Page.” Instead, dive into the content right away and get straight to the point. 

Talk with confidence, smile, and use hand gestures to emphasize your points. Keep the video natural and authentic, without sounding overly sales-y or scripted.

So there you have it – everything you need to know about how to make real estate videos that generate inbound leads for your real estate business!

If you want more real estate marketing tips, be sure to check out these posts:

Master Real Estate Content For Social Media With These 3 Types Of High-Converting Posts

5 Tips To Embrace Video Marketing For Real Estate

Real Estate Agent Social Media: 5 Common Pitfalls To Avoid

And if you’re ready to get our exact system for generating qualified leads off social media so you can fill your calendar with appointments (all without fake or sleazy techniques!) be sure to download The Listings Lab Method Guide.

Real Estate Branding Strategy: Harnessing the Power of Brand Archetypes for Growth

If you want to build a powerful, memorable, 7-figure business…you need this real estate branding strategy.

I’m talking about Brand Archetypes.

You can think of a brand archetype as a persona for your business.

These brand archetypes I’m about to share are based on the 12 personality archetypes developed by Carl Jung in the 1940s. 

The archetypes resonate with us on a fundamental level, making them easy to recognize and understand. 

Choosing a brand archetype and embodying it in your marketing can help magnetize clients, who will be drawn to the way you carry yourself and conduct business. 

By understanding your brand archetype, you can leverage it to create a consistent and trustworthy real estate branding strategy that sets you apart your real estate market.

In this post, I’ll cover 12 core brand archetypes:

• The Caregiver
  
• The Creator
  
• The Jester
  
• The Explorer
  
• The Girl or Guy Next Door
  
• The Hero
  
• The Innocent
  
• The Lover
  
• The Magician
  
• The Outlaw
  
• The Ruler
  
• The Sage
  

I’ll also tell you how you can leverage your selected archetype in your online marketing.

So let’s dive in and discover which archetype best suits your unique personality and business approach!

The Caregiver

The Caregiver is focused on service, empathy, generosity, and commitment. They put the focus on their clients’ needs and make them feel considered, safe, and supported in their pursuits. 

If you identify with the caregiver archetype, your clients will be drawn to your gentle, kind, and caring nature, making it an effective real estate branding strategy.

Examples of caregiver brands: Tom’s, Mother Teresa, and the Headspace app. 

The Creator

The Creator brand archetype is all about innovation, uniqueness, and inspiration. 

The focus is on inventiveness and encouraging creativity in those around you.

This archetype may not be as common in the real estate industry since it is not typically known for being a particularly creative field. However, if you are someone who is changing the game and innovating the real estate space, then you may identify as a Creator. 

Examples of Creator Archetype brands: Apple, Steve Jobs, Adobe

The Jester

The Jesterocus is all about being humorous, expressive, and light-hearted.

You’re playful and often considered the life of the party. Your energy is contagious!

The Jester archetype is usually a secondary brand archetype for most people in real estate because it doesn’t necessarily come with a lot of authority.

However, it’s important to remember that being professional is not the only way to connect with clients in this industry. Showing up as your authentic self, even if that means being funny and playful like the Jester, can help establish a human connection that is crucial in this business.

Some of my most successful clients are people who aren’t afraid to be themselves – and don’t necessarily fit the professional mold. They may swear and use eggplant emojis in their content, but they attract people who are like them!

So don’t be afraid to incorporate humor into your personal brand, but make sure it aligns with your overall message and doesn’t overshadow your expertise and value as an agent.

Examples of the Jester Archetype brands: Ellen Degenres, OldSpice, GoDaddy

The Explorer

The Explorer archetype is all about freedom and adventure. 

If you’re someone who loves to blaze new trails and explore the world, this could be a great archetype for you to incorporate into your real estate branding strategy. 

By embodying the explorer, you help your ideal clients find the freedom and fulfillment they’re seeking.

As a real estate business, this probably won’t be your primary archetype.

After all, we can’t have our brand revolve entirely around our adventurous personalities. As agents, we’re entrepreneurs – not influencers!

But it can definitely be a fantastic secondary archetype that you infuse into your content and messaging.

Examples of Explorer brands: Indiana Jones, Patagonia

The Girl Or Guy Next Door 

This archetype is focused on belonging and its attributes are friendly, approachable, and down-to-earth. 

These brands emphasize humility and building a community that is accepting, honest, and vulnerable. 

The Girl Next Door archetype is a huge part of my brand.

As someone who finds joy in building an uplifting community, being relatable and approachable is important to me. 

I even showed up on stage in casual clothes and cried at my own event, The Listing Lab Live, in front of hundreds of people. 

I know I don’t need to conform to the mold of a glamorous, professional speaker. Being authentic and relatable is a big part of what draws my audience to me.

If you also identify as a ‘regular guy or gal’ – this archetype might be the one for you.

Examples of Girl-Next-Door Brands: IKEA, Target, and Trader Joe’s.

The Hero

The Hero archetype is all about mastery and overcoming challenges. 

As a Hero, you’re a warrior and victor who leads by example – and inspires others with your hard work and discipline. 

You thrive on taking risks and showing your clients the rewards that come with them. However, being a Hero is not for everyone, and that’s okay.  

If you’re a gentle and fun-loving person, this archetype might not be the right fit for you. 

Remember, your brand archetype can change over time as you grow and evolve!

Examples of Hero Brands: Nike, Adidas, and Superman

The Innocent 

The Innocent archetype is all about safety, optimism, and simplicity. 

It’s easy to overcomplicate things in real estate, so if keeping things simple sounds like magic to your ears…the Innocent archetype might be for you.

If you’re soft-spoken, gentle, kind, and caring, there’s a good chance you embody the Innocent. 

Colors like baby blue, white, and gray align with this archetype.

And remember, simplicity is key with the Innocent, so don’t try to overfill your bucket with unnecessary services or packages. Keep it straightforward and efficient to provide true value to your clients.

Examples of The Innocent Brand archetype: Dove, Aveeno

The Lover 

The focus of this archetype is intimacy and it’s often associated with passion, soothing vibes, and a dedication to your people.

A Lover brand archetype cherishes pleasure and relationships and desires a world where people appreciate beauty and life. 

Aesthetics are crucial to this brand message. Think deep colors and velvety textures.

Remember, The Lover archetype has nothing to do with sleaziness.

You can think of lovers more as individuals who embody a deep passion for life and their people. 

One of my coaches embodies the Lover archetype, and I have to admit, when I first came across her brand and content, it triggered me a bit.

However, I’m now at a point in my business where I take being triggered as a sign I need to do some inner work – and I usually end up reaching out to the person who’s triggered me. Through working with my coach, I was able to discover that there was something in me that was closed off. 

The Lover is wide open and a source of abundant love to those around them. 

If you have a zest for life and love and believe that fulfilling relationships are the key to a successful life, The Lover Archetype might just be for you!

Examples of The Lover Brand archetype: Chanel, Victoria’s Secret, and Marilyn Monroe

The Magician 

As a brand archetype, the Magician represents transformation. 

The Magician can take on many forms such as a visionary, inventor, or spiritual guide, but the goal remains the same – to transform lives.

For me, the Magician is my primary brand archetype, with the Girl Next Door being my secondary one. 

It took me a while to admit this because I wanted to see myself as more powerful, more in line with the ruler, but at the end of the day, that’s not who I truly am. 

Life transformation is built into who I am, and as a Magician, I believe that anything is possible through the transformational process.

Identifying your brand archetype isn’t a choice – it’s simply who you are. Once you recognize which archetype you embody, own it and run with it. 

Examples of The Lover Brand archetype: Tony Robbins, Disney, and Albert Einstein. 

The Outlaw 

Bold, revolutionary, and unapologetic individuals fall under the outlaw archetype. Outlaws aren’t afraid to do things their way and disrupt the status quo. They overturn what isn’t working and those who stick with them find freedom.

One example is a near and dear friend and client, Ara, who’s gone through our programs and spoken at our events.

Ara is a true Outlaw who speaks his mind, calls people out, and leads in a direct and disruptive way. 

It takes a lot of courage to show up so confidently for what you believe in, and because of this, Outlaws are relatively rare.

Examples of The Outlaw Brand archetype: Harley Davidson, Logan Paul, Richard Branson

The Ruler 

The Ruler archetype is characterized by power, sophistication, exclusivity, and influence. 

The goal is to build a prosperous and successful community by leading by example. Rulers captivate their audiences who aspire to be part of the inner circle.

Often, Ruler brands use their influence and success to draw others in. An example of someone who embodies this archetype is the influencer Amanda Francis, who flaunts her wealth and luxury as part of her brand while teaching about money mindset and wealth. Her audience is drawn to her magnetic presence – they want what she has. This desire to be closer to her is a huge factor in selling out her coaching programs and products.

Examples of The Ruler Brand archetype: Rolex, Louis-Vuitton, Mercedes-Benz

The Sage

Sages have a passion for knowledge and facts, and a desire to understand the world at a deep level. These individuals are experts and thinkers who use their insights to make an impact and share their knowledge with others.

If you love to geek out over numbers and charts, there’s a good chance you may identify with the Sage archetype. 

Examples of The Sage Brand archetype: Yoda, Gandalf, and Google.

How To Leverage Your Brand Archetype 

Once you’ve chosen your brand archetype, it’s important to infuse it into every aspect of your real estate branding strategy.

Your graphics, your written content, your ads…everything!

It also helps act as a filter for how you’ll show up in your business.

For example, I know that as the Girl Next Door, I’m not going to show up to speaking events in a power suit. That’s simply NOT me. 

What this does is help you achieve consistency with your brand. 

When we’re inconsistent with our brand messaging, our ideal clients subtly start to see us unreliable. 

Consistency, on the other hand, breeds trust with your ideal clients.  

And by resonating with your clients on a fundamental level, you can magnetize them towards you and establish a deeper human connection. 

Whether you identify with the Caregiver, Creator, Jester, Explorer, Girl or Guy Next Door, Hero, Innocent, Lover, Magician, Outlaw, Ruler, or Sage archetype, leveraging your archetype in your online marketing can help you infuse your personality and values into everything you do. 

Want to learn more about real estate branding strategies?

Check out these posts!

Create A Powerful Real Estate Brand Story With These 4 Steps

5 Reminders To Help You Build Your Real Estate Personal Brand

This post is based on a conversation with Jess Lenouvel, CEO and Founder of The Listings Lab and Emma Pace, Realtor and Team Lead at Monstera Real Estate. Emma is one of our star alumni in The Listings Lab, and a current member of our  7-Figure Agent Collective. She has now scaled her business to seven figures through digital marketing. Get ready to have your mind blown because Emma is a powerhouse when it comes to generating online leads!

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Want to know how to leverage Facebook as a real estate agent?

Then keep reading!

Facebook ads allow you to stop relying on unpredictable referrals and word-of-mouth marketing – and allows you to start creating a profitable system for generating real estate leads on Facebook.

In this post, you’ll learn:

• The Basic Flow For Generating Real Estate Leads on Facebook
  
• The Pros & Cons Of Facebook Ads for Real Estate Lead Generation
  
• How Can Real Estate Agents Create A Successful Facebook Ad
  
• How To Create Your Real Estate Lead Magnet
  
• The BEST Lead Magnet Idea For Real Estate Agents
  
• How To Convert Your Facebook Leads Into Paying Clients
  
• How to Leverage Retargeting & Omnipresence
  

Let’s get into it!

The Basic Flow For Generating Real Estate Leads on Facebook

Let’s talk about how the process of getting leads off Facebook actually works. 

The first step is to pay Facebook for them to find an audience of people to show your ad to. 

You’re essentially trading one currency (money) for an even more powerful currency.

And that’s attention. 

Once you’ve exchanged money with Facebook to get some eyeballs on your ad, there’s a second conversion that takes place. 

This time, you are offering something of value to your audience in exchange for their contact information.

This is what we call your real estate lead magnet, and this post will show you exactly how to create an uber-successful one!

You, as the entrepreneur, have two things to create:

1. The Facebook Ad itself
   
2. And the lead magnet that will entice potential clients to hand over their details so you can get them into your database
   

Now that you understand the basic flow for generating leads on Facebook, let’s get into everything you need to know about this powerful advertising strategy!

The Pros & Cons Of Facebook Ads for Real Estate Lead Generation

If you’re trying to figure out whether Facebook ads are the might marketing strategy for you, consider these pros and cons.

Pros 

• Scaleable: Waiting for repeat business and referrals is more of a defensive strategy, while Facebook ads allow you to play offense. They give you the ability to be more proactive and constantly generate leads, simply by turning on the tap.
  
• You’re able to get leads on autopilot: With Facebook ads, you can set up campaigns to automatically generate leads without any additional effort on your part. You can wake up to new leads each day.
  
• You get to work with the clients you desire: By using targeted messaging and copywriting, Facebook ads allow you to reach and attract the exact type of client you want to work with.
  
• Everyone uses the internet: With so many people online, Facebook ads give you access to a large pool of potential clients.
  

Cons

• Costs money: There’s no way around it – you’ve got to pay to run Facebook ads. This advertising strategy requires an upfront financial investment. Facebook charges you money to get your ad in front of your target audience.
  
• Takes time to get used to: Facebook ads require a new skill set, which can take some time to develop. It’s important to be patient and consistent while you’re learning the ropes!
  
• Requires monitoring: Facebook ads are not a set-it-and-forget-it marketing strategy. You’ll need to monitor your campaigns regularly to make sure they’re performing well and make adjustments as needed.
  

Despite these few cons, Facebook ads are one of the best ways for agents to start leveraging digital marketing and taking control of their lead flows.

Because waiting for real estate referrals won’t get you to seven figures.

How Can Real Estate Agents Create A Successful Facebook Ad?

There are 4 main factors that go into creating a successful ad – “the who”, “the attention grabber”, “the what” and “the how”.

The Right Targeting – “The Who”

The first component is the right targeting. This means that you need to determine who should see your ads. What is their demographic? Where are they located? What problem are they trying to solve?

You need to be specific with your targeting because if you try to serve everyone, you’ll serve no one.

The Attention Grabber – Your Creative Elements 

The second element is the attention grabber. This is where you need to be creative with the elements associated with your ad. 

These could be the images, videos, or copy that you use. Your goal is to create a pattern interruption that makes people stop their scroll. You want to catch their attention and make them curious about what you have to offer.

The Right Messaging – “The What”

The third component is messaging. This refers to the copywriting and language you use in your ads.

Is your offer clearly articulated? Can someone understand what you’re offering in exchange for their contact information quickly? You want to engage them and pique their curiosity with your messaging.

A Clear Call-To-Action – “The How”

If you’re spending money on Facebook ads, you need to make sure that you’re including a clear call to action (CTA). How do you want your audience to take action? This is often overlooked but is also the easiest thing to change. 

However, you need to be strategic with your CTA. Asking someone to call you or book a showing is usually too big of a leap for someone who’s just scrolling through their feed looking at their friends’ photos. Instead, you should focus on taking the conversation offline and providing them with something valuable to download.

Even if you’ve created an amazing ad with the right targeting and clear messaging, if you don’t include a CTA, you risk missing out on potential clients. You need to make it clear what you want people to do and guide them toward taking that action!

So, before you start running Facebook ads for your real estate business, (or hiring someone else to!), ask yourself…

Have I put the right message…

In front of the right person…

With an interesting offer attached…

And a clear call to action?

If you’ve already dabbled in Facebook ads, and haven’t gotten great results yet, you don’t have to throw everything away and start over.

There might just be one or two elements that need tweaking!

Creating Your Real Estate Lead Magnet 

The second part of this equation is your real estate lead magnet.

As a real estate agent, creating a lead magnet is a powerful way to attract potential clients and grow your business. But to make sure your lead magnet is successful, you need to consider the offer and whether it provides immediate value, is timeless, and has reasons to keep your potential clients coming back.

Success Factor #1: Immediate Value

The offer of your lead magnet should provide immediate value to your potential clients. They need to quickly be able to see how your real estate lead magnet will solve their unique problems. If you’re able to give your audience a quick win, you’ll build like, know, and trust with potential clients!

Success Factor #2: Timelessness

Your lead magnet should provide timeless information that’s relevant to your audience regardless of current market conditions. The last thing you want is a freebie that you’re having to update every three months. 

Success Factor #3: Reasons To Keep Coming Back

Your lead magnet should provide a freebie so valuable that potential clients keep coming back to use it again and again. A great example is a free book funnel where potential clients only have to pay for shipping to receive a valuable book. This freebie hits all 3 success factors – immediate value, timeless information, PLUS they’ll be coming back to your content again and again! 

The BEST Lead Magnet Idea For Real Estate Agents

A big part of what we teach in The Listings Lab is building out your own unique methodology or signature system that’s tailored to your specific market and demographic.

We then help you turn your unique method into a beautifully branded PDF guide that can serve as your real estate lead magnet. One that’s timeless, professionally designed, and highly psychologically driven. 

Your guide doesn’t just showcase your expertise, but it also hits pain points, provides solutions, and makes your potential clients feel deeply understood.

It helps them buy into your process – before they’ve even met you.

My #1 Hack For Real Estate Agents Using Facebook Ads

Finally, the last hack is to watch other people’s ads. 

Look at what catches your attention and why. Analyze the copywriting and use it as inspiration for your own ads. Pay attention to hooks, attention-grabbing tactics, and emotional triggers. 

While ads for real estate services might be different from ads for e-commerce or beauty businesses, you can still adapt these techniques to make your own ads more persuasive.

Most real estate agents don’t know how to run ads properly, so if you study how to make effective Facebook ads, you’ll have an immense upper hand in your market. 

You’d be surprised at how few agents are running truly effective campaigns…

And how many agents are just posting their business card as an ad, and calling it a day!

Learning buyer psychology will give you an unfair advantage!

Converting Your Facebook Leads Into Paying Clients

When it comes to following up with leads in your CRM, it’s important to use the right methods, in the right order. 

• Email
  First up is email, which is the highest leverage and easiest way to reach a large number of people. While open rates can be high, it’s harder to tell if people are actually consuming the information.

• Text (SMS)
  Next is texting, which has a high consumption rate and is easy to send, but response rates may be lower.

• Calling & Zoom
  Calling is lower leverage, but it’s a more personal touch and can lead to actual conversations. And when it comes to Zoom, it’s great to have that face-to-face connection. But you can only do so many Zoom calls a day.

Ultimately, the goal is to warm up leads through a combination of email, text, and calls so that when you finally do pick up the phone, they already have some brand awareness so you’re not wasting your time cold calling. 

Retargeting & Omnipresence

This is just the tip of the iceberg when it comes to leveraging Facebook ads as a real estate agent. 

Once you’ve built your Facebook ads funnel, you’ll find that the process gets more and more passive. 

You can run retargeting ads so that people who have opted into your lead magnet are constantly getting nurtured and educated using your methods.

They’re seeing you everywhere! In their newsfeed, on Instagram stories, and in their inbox. 

Because you’re omnipresent, you’re able to warm up your leads much faster and convert them from strangers into clients.

Using this strategy, you barely have to chase or follow up. Instead, you’ll wake up to calls booked on your calendar – whether you’re at the office or vacationing in the Maldives.

The system is always running in the background, bringing you leads on autopilot.

Want to set up the marketing systems and foundations that will help you scale to seven figures?

That’s exactly what we teach you in The Listings Lab.

We’ll help you get your marketing and messaging solidified so you can use organic and paid strategies to magnetize clients to your brand. No more chasing, no more hustling.

Apply To Join Us In The Listings Lab Here