In this video, we’re going to look at how a real estate agent is using a YouTube channel and video content marketing to provide value for his audience and connect with new clients.

So the agent we’re looking at, his name is Matt Leighton, and he’s based in Arlington, Virginia. According to YouTube, he’s been posting since June 2014. That’s more than five years. So he’s been at this for a while. He’s posted 224 videos and has had over 1.6 million views. This just tells me that whatever efforts he’s making, they’re working. He also has 12,000 subscribers, which is really good, especially for someone who’s specifically located in a certain area.

So he’s using some different styles of videos here. He’s got a single person on camera where it’s just him talking to the camera. He’s got a single person on camera plus a whiteboard where he’s using a whiteboard to explain certain concepts. He’s got two people on camera sometimes where it’ll be him and a guest, both speaking to the camera. Sometimes he’s on location where he’s doing walkthroughs of some of the properties that he’s selling. He goes to events and he reviews those events on his channel. He’s also got lifestyle videos, which don’t really have anything to do with real estate. But what I like about that is that he’s connecting with his audience in a different way, showing that he’s more than just a real estate agent, which can go a really long way, especially when you’re trying to compete with other people in your field.

So like I said, his videos cover a whole bunch of different topics. Now, the video quality, the production quality, I would say is medium, right? So he’s not making a huge effort to have a super polished video but that’s okay. Because that’s not his point. He’s not in video production. He’s in real estate. And as long as the content is of high quality, it’s okay if the production isn’t.

So, if we talk strategy a little bit, his posting frequency, it varies from month to month. Some months he posts a lot, some months he posts less. I guess that’s okay especially once you’re established. But in the beginning, if you’re not established, if you’re just starting out, it’s really important to figure out a consistency that you can keep up with. In a previous video, I mentioned that one post a week is a really good place to start. And that’s definitely something I would recommend if you’re starting off. Once you have traction, once you have subscribers, you can probably get away with not being as consistent, though you definitely don’t want to drop your consistency too much or you’re going to start losing people from your channel.

His titles in his videos are pretty specific. And that’s something that we see across the board when it comes to successful YouTube channels. Those titles contain keywords. And those keywords are how people are going to find you. So it’s super important when you come up with a title that you use very specific keywords to the topic you’re talking about. So that if people search for you on YouTube or if they search for you on Google, your post has a much higher chance of being at the top of that search.

But one strategy that I would really like to focus on that he uses quite a bit on his channel is that he uses numbered lists as a topic for his videos. An example of this is 10 Questions To Ask Your Real Estate Agent, right? So he’ll use 10 topics, he’ll use 5 questions, he’ll use 3 things. There’s something about that numbered list that gets people to click. And the reason is is that when you read five reasons why, you’re committing to five reasons why, right? You know that all you got to commit to is 5 things or 3 things or 10 things. Psychologically, it makes it easier for people to commit to watching something that only has five things they need to think about, or three things. Now obviously, if it said 50 things, that probably wouldn’t work very well. So you want to probably keep it under 10. But this list strategy can be really good in order to get people to click on your video. Now obviously, you need to back that up with information that’s relevant and interesting but it’s a good way to get people in.

So that’s it. That’s the review for Matt Leighton’s channel. This is how a real estate agent is using YouTube and video content marketing to provide value for his audience as well as connect with new clients. Thanks for listening.