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There’s no better passive lead generation method than promoting your business with YouTube videos while you do other things. In this article, we’ll share the easy-to-follow, step-by-step process that Noah Escobar used to generate over $150,000 in GCI in the last 15 months.
Escobar is a 24-year-old agent who began his career as an intern working for me at Berkshire Hathaway HomeServices Beach Properties in Florida and found early success with the help of three specific YouTube videos.
When asked what inspired him to record and post videos on YouTube, he replied, “Prior to joining you as an intern, I did video production at my church, so I had a little bit of experience with a camera. When I started my internship and filming your videos, I realized how powerful those videos can be in your career. With that in mind, when I graduated from college and started in sales, I wanted video to be a big component in building my business.”
Escobar started getting serious about video and his YouTube channel in the first quarter of 2023. “I wanted to use video to help drive the ‘know, like, trust’ sales funnel process for my business,” he said. “I focus on three types of video, each of which complements the other and helps drive awareness of my business. The videos fall into three categories: community videos, infrastructure update videos, and listing tour videos.”
Escobar’s channel has grown steadily, and his success proves that you don’t need a huge audience to generate business on YouTube. The key is to stay focused on the types of videos your ideal clients want and are looking for.
YouTube is now The second largest search engine After Google, YouTube comes in second, which means that most people who watch videos on YouTube are there looking for something specific, which is quite different from watching videos on Instagram or other social platforms, which isn’t search-driven.
“My first sale on YouTube was from a community video where I was talking about new homes being built or planned in a particular area. I was at the beach with my girlfriend and we were coming out of the Gulf of Mexico and I got a message on my answering machine. The answering machine said, ‘I saw your video showcasing Watersound Origins. I’ll be in town in a few days and would like you to show me around the area.’ Within five days of watching my video, they were in town and had a deal on the home for $1.2 million that closed in cash two weeks later. Since then, I’ve closed on six homes in that area,” Escobar explained.
The first client’s video only got 600 views. This made me realize that it’s not the number of views that counts, but the quality of the views. He started out shooting his videos himself, but he quickly pivoted and now he finds a videographer who shoots and edits his videos for him. I emphasize this fact to make anyone thinking about shooting a video understand that it’s possible, whether they have previous videography experience or not.
Below is a breakdown of each type of video he shoots, along with slides detailing the flow of each style.
Community Videos
Community videos are currently his most successful videos for lead generation. These videos highlight the amenities, location, and housing types of specific areas.
By focusing on the keywords people use to find information about a particular area, he was able to rank the communities he featured at or near the top of YouTube’s organic search results. He also found that multiple videos covering different aspects of a community increased the chances of being seen as an expert on the area.
“If you have multiple videos about a particular region, viewers will typically watch multiple videos. The longer they watch, the more opportunities you have to build virtual rapport with your viewers,” Escobar explained.
Below is the flow and thought process he utilizes in each section of these videos.
Infrastructure Renewal Video
His infrastructure renewal videos allow him to create content about the developing areas that most people are curious to see what’s next. These videos discuss the project, the amenities, and how it will impact the surrounding area.
Because he is the first person to post videos on many of these projects, most of these videos rank highly in organic searches for the neighborhoods. As the projects progress, he posts follow-up videos that increase his authority in searches for new developments.
He spotlighted the national builder community and interviewed sales members in the field to build relationships that led to referrals due to the value and exposure his videos brought to builders and the community. He did the same with local builders, which gave him exposure and additional searchable content. This win-win type of video generated builder listings and buyer leads.
Below is the flow and thought process for the Infrastructure Refresh video:
List of tour videos
His listing videos serve several purposes. First, they professionally market his properties in a way that attracts buyers. Second, they present himself as a professional marketer and help him land more listing opportunities. Third, he uses these videos as examples of marketing he does for his clients who pitch their properties to him. He shares these videos in his listing meetings to highlight his value and help him close more properties.
When Escobar first started, there were very few properties available. To address this, he offered to cover the cost of listing videos for real estate agents. He would give the agents credit when they featured and highlighted their properties in the video.
This created a win-win situation for the seller, the listing agent, and Escobar: The seller got to more professionally market their home to potential buyers, the listing agent got additional marketing for the seller, and Escobar got additional content that she could use to attract buyers and introduce them to potential listing clients.
Below is the flow and process he follows to produce these types of videos:
“When I first started this business, I knew I couldn’t do business without actively reaching out to customers. My YouTube videos helped me to be able to passively reach out to customers consistently. Now that I’ve been doing this for over a year, people are watching my videos at any time of the day or night.
“According to analytics provided by YouTube, the watch time for the past 28 days was 240.6 hours. If you convert that to an average daily time, people are watching my videos for an average of 8.6 hours per day. That’s exposure and leads to promoting me and my business at a level that I couldn’t sustain if I was on the phone a lot,” Escobar said.
If you’ve been wondering whether to create YouTube videos for your business, now is the time to decide. Follow this blueprint and you’ll be successful.
Watch Noah Escobar’s videos and use them as a model for creating local content. YouTube Channel.
