The Step by Step Guide to Creating Community Videos That Will Grow Your Business

Last Updated March 18th, 2019

Community Videos can be a really big part of your marketing strategy as a real estate agent. They not only show that you’re passionate and knowledgeable about your community but they also can show what a buyer would get when moving to that part of town. As a realtor, you’re not just selling a home – you are selling an area or neighborhood! Below we’ve made a list of steps to help you confidently film and share a great community video!

Guide to Creating Community Videos

What to expect

Time commitment: 3 days total per video
(one day planning, one day filming, one day posting and promoting)

Average budget: between $500 – $2k

Potential outcomes:

  • More followers and viewers on social media
  • More community connections
  • New clients/prospects
  • You establish yourself as a local expert
  • You help promote something you love

1 Decide What You’re Passionate About

The very first step in this process is to decide what part of your community to highlight. You need to pick something you’re excited about and passionate about, whether that be restaurants, parks, non-profit organizations, etc. Judy Weiniger, a community video master, says, “Chose the businesses that excite you.” Don’t force yourself to get excited about a subject you don’t gravitate towards.

We know it can be hard to choose the topic of your first community video, especially if you love a lot of things in your area. We put together a list based on passions and interests to help you get started.

Do you love food & drinks? You could feature….

  • Coffee Shops
  • Restaurants
  • Bars
  • Local Chefs or Bartenders

Do you love shopping and supporting local businesses? You could feature…

  • Small Shops & Boutiques
  • Any New Shop/Business
  • Outdoor Markets

Do you love being active? You could feature…

  • Parks/Trails
  • Gyms
  • Yoga/Dance Studios
  • School Sporting Events

Do you love music & art? You could feature…

  • Art Galleries
  • Local Bands
  • Local Artists
  • Festivals
  • Craft/Pottery Studios

Do you value family? You could feature…

  • Schools/School Programs
  • Libraries
  • Family-Friendly Activities in the Area

Do you love animals? You could feature…

  • Local dog parks
  • Pet-Friendly Restaurants/Bars
  • Local Vets
  • Local Animal Shelters

If you really want to go ALL IN on community videos, you can challenge yourself to feature your 30 favorite places in town over 30 days like Craig Veroni. Craig is one of our Real Estate Video Influencer winners who found a creative way to highlight the best parts of his community on social media. He was trained by Jesse Peters, and Michael Thorne of RE Video Studio.

Also keep in mind that you don’t just have to feature places or events, you can specifically feature people as well! Every community has inspiring individuals that your viewers will love learning more about. Craig Veroni has done another series called My Favourite Humans in Vancouver where he showcased different people.

2 Create a List of Specific Businesses to Reach out to

Once you’ve decided on what type of community videos you want to start with, it’s time to pick specific businesses/places/people to feature! When creating your list, we recommend focusing on a specific part of town. Marguerite Martin, a Real Estate Video Influencer winner in the Community Video Category, specializes in downtown Tacoma, instead of trying to cover her whole city. We also recommend keeping an eye on the news channels, papers and bloggers to see what people are talking about!

Pick the top three things you’d like to feature. Figure out who you need to contact for each topic and gather emails. If you can’t decide between a few places or businesses, ask some other people in the community what they’d prefer to see a video feature on. And like we said before, keep an eye on blogs and the news. Though it’s important to be passionate about what you feature, it’s also important that it will spark your viewer’s interest.

3 Reach Out with Video

Now it’s time to see if you’re able to film your community videos at the places you’ve chosen. Depending on what you choose, you’ll need to reach out to the person who owns or runs the establishment. If you have picked something like a park, you could try to find & contact a person through the City Government. If you’ve picked a business, then you’ll need to reach out to the owner and get permission to do a feature.

We think the very best way to reach out is through a video! It’s a great way to introduce yourself and explain what you are wanting to do. BombBomb makes this very easy to do. You could even go to the place you want to feature and record your introduction video there! (If you’d like to try BombBomb free for 2 weeks – click here!)

Not sure what to say in your email or video? We put together a script that we used to reach out to local businesses here in Colorado Springs!

Hi (Owner/Employee Name),
My name is (first name), I’m the (job title) at (company name).
As a real estate agent, I need to establish myself as an expert on our community and a great way to do that is by filming what we call a community video. For this video, I would really love to highlight your establishment, (business name).
INSERT BOMBBOMB VIDEO
My goal is to show off some awesome places in the community. I absolutely love your business, which is why I’m reaching out to you. If possible, I’d like to come by for a couple hours during a slower time and film a quick video with you. My goal is to capture the story of your business – so I’d love to interview you for part of the filming as well.
Let me know if that is something you’d be interested in! We want nothing in return. Our goal is to simply highlight our community on social media.
Sincerely,
(full name)

One last thing to remember is to make it clear that you aren’t asking for money. Ask for nothing in return. Community videos will be an investment on your part but trust us, it is an investment that’s worth it. Community videos establish you as a local expert. They will grow your following and viewership. They will help people connect you with. They will even help you establish relationships with local business owners who may eventually need to buy or sell their home! Ultimately, your community videos should bring you new clients and prospects as you grow your connections and community presence.

4  Plan a Time to Film Your Videos

The business owner might want to meet with you to plan your video. In that case, make sure to set aside time to meet and plan. You may also be able to work things out over email. We estimate most community videos take around 2 hours of filming on location. Try to schedule all your community videos for one day so you can knock them all out at once.

It’s important to pick the best time for the business owner. They likely won’t want you coming during their busiest time of day. Try to go when you won’t be disruptive with your filming and when the business owner/employees will have the most time to talk with you! If you’re filming a lot outside, try to pick a day where the weather will be nice and pick a time where the sun won’t be too harsh.

5 Hire a Videographer

**Note: This is not mandatory! Many of our video influencers shoot their community videos on their cell phones. But if you’re new to filming, a videographer is a good place to start. We jump to our tips on how to do it yourself in the video below.

We suggest using Judy Weiniger’s method of finding videographers. She says, “How I found mine is through searching videographers who do weddings.” Ask around or post something on Facebook asking for good, local wedding videographers. Most weddings are on weekends so these videographers will often be excited to get side jobs like this during the week.

When choosing a videographer, we suggest watching some of their previous videos to make sure their style aligns with what you want! The average wedding videographer gets paid between $1,000 – $2,500 for a day of filming and editing. If that is outside of your budget, we suggest trying to find an aspiring wedding videographer or a film student. They will probably work with you for a lower budget. (Thank you to BombCast Guest & John L. Scott Real Estate Agent, Paul Balzotti, for this tip!)

If you and a coworker or partner are wanting to tackle this project without hiring anyone, it’s doable! Here are some tips from Visual Storyteller, Matt Mead and Content Marketing Specialist, Alexa Franck. They walk through all the gear you need – both the basic setup and the pro setup.

6 Create a Video Outline

Now it’s time to plan out your video so you’re ready for filming! This plan should include a list of video shots you want, questions you’d like to ask the business owner, details you want the community to know, etc. Write down the script of how you want to intro and outro the video. You don’t have to stick strictly to this script, but it’ll keep you on track while filming! While planning your video, plan out the story that it will tell. Every business and person has a story to tell!

Depending on who you hire, you might sit down with your videographer to plan this out. You can also send this plan over to the business owner for them to approve before the filming. It’s always good to have a second pair of eyes (like the business owner or videographer) to look over your plan so you don’t miss any key points. You don’t want to get done filming and then realize a day later that you missed an important shot or piece of information.

It’s also important to plan for how long you want your videos to be. The ideal length of a YouTube Video is 5-10 minutes so you should shoot for getting enough footage to create this length of video.

Here’s an outline example that we used for our community videos: 

Carnelian Coffee Community Video Filming Outline
Video Shot: Alexa in front of the coffee shop
Opening Script: “I’m here at Carnelian Coffee Co in Old Colorado City – only a few minutes away from the BombBomb Office! We’re going to go chat with the owner, and hear all about this cozy little spot!”
B-Roll: Alexa walking down the street into the coffee shop
Video Shot: Kate (coffee shop owner) sitting for interview
Interview Questions:
Tell us about the beginning of your coffee shop and what inspired you to start it!
Walk me through what a typical day at the coffee shop looks like for you!
What are some of the best things you serve/best selling drinks?
What do you want people to experience when they come here?
What makes your place unique?
B-Roll: Kate making a cup of coffee, pulling espresso, steaming milk, etc.
Extra B-Roll Shots:
-Shots of the shop interior and decor.
-A pan shot of the inside and outside.
-Shot of two people talking and drinking coffee.

While we were in the shop, we learned that Kate will only sell merchandise from Colorado Businesses. Because of that, we also got some footage of all of the trinkets she sold at Carnelian. It’s important to remain observant as the owner tells their story, and get shots of the amazing details they share!

Once your video is planned, you have the option of coming up with a clever name for your community video series! Here’s a few great names used by our Community Real Estate Video Influencers! See what other community video creators are doing and get some inspiration:

ACTION! It’s Time to Film Your Videos

Filming day has come. If you’ve followed each step and taken our advice, you’ll have scheduled to film a couple of places/business for the day. You will want to have a videographer who’s ready to go and knows what shots are needed. You’ll want to have your outline ready. And fortunately, you’ll also have already built a relationship with the business owner or manager through video or meetings so you’ll feel comfortable filming with them!

Things should go smoothly if you’ve planned accordingly. Our main piece of advice at this point is to have fun and enjoy the process! To build interest in your upcoming community videos, you should go LIVE on Facebook or Instagram before wrapping up your day of filming. You can include the business owner and quickly introduce them or give people a sneak peak of the places you’ll be featuring. Consider it a promo video for your community videos! We recommend going live for at least 5 minutes. If you’re worried about taking a video that long, try to prepare an outline for that video as well.

Try to film another promo video apart from going LIVE. When you go live, it’ll just air on Facebook or Instagram. You’ll want a promo video for other social platforms as well. Film a quick intro in front of each place you’re highlighting. In a promo video, you can inform your viewers when the community video will premiere on your social accounts. You can also give people a sneak peak into the things you’ll be talking about in the community videos.

Here are some examples of our promo videos here at BombBomb: BombBomb Facebook Videos

8 Create a Social Media Plan for the Videos

While your videographer is hard at work getting your videos edited, you can start planning out your social strategy. Here’s the distribution process we recommend for your videos!

Short Community Video Promo

General Guidelines:

  • Video Size: 1080 x 1080 pixels
  • Video Length: 1 minute

Where to Post:

  • Facebook
  • Twitter
  • LinkedIn
  • Instagram

Short Community Video Teaser 

General Guidelines:

  • Video Size: 1080 x 1080 pixels and 1080 x 1920 pixels
  • Video Length: 15-60 Seconds

Where to Post:

  • 30-60 second square teaser on Instagram and Twitter
  • 15 second vertical teaser on Instagram Story

Full Length Community Video

General Guidelines:

  • Video Size: 1080 x 1920 pixels and 1280 x 720 pixels
  • Video Length: 5-10 minutes

Where to post:

  • Vertical on IGTV
  • Horizontal on YouTube

Medium Length Community Video 

General Guidelines:

  • Video Size: 1280 x 720 pixels
  • Video Length: 2-3 minutes

Where to post:

  • Facebook
  • LinkedIn

Create an ad budget for promoting your video on Facebook. You need to pay to get views. We suggest creating a Facebook audience that includes people in your area. You can make your lists more specific as well! If you featured a yoga studio, target people who are interested in yoga, a specific yoga studio, etc.

Another great way to help your videos do well on social is to have the business themselves use the video however they want! Let them use it on their website. Let them share it on their social pages. For them, it’s like a free promotional video so they will probably love sharing it. You can ask them to tag you in their posts.

9  See What Your Audience Loves and Give Them More

If you did three different videos and one performed better than the rest, try to replicate what you did. If your video on a coffee shop performed the best, maybe try to feature another coffee shop. Don’t try to cover all the things in your community. Find your niche and stick to it. If you’re planning to do a series, stick to the topic of your series until you have between 5-10 videos. Then start planning your your next series. You’re becoming a community expert!

Here is the community video we did here at BombBomb! We went out and visited a local coffee shop to film our community video. We used a lot of the tips we listed here in this post and the results have been great. Thanks to Kate Firoved and Carnelian Coffee for letting us stop by!

We posted our community video on Facebook and saw amazing results! We boosted our Facebook post with $100 to people in our local area. Within a day, the post had 84 likes, 11 comments, 28 shares and 4k views. We were very excited to see so much engagement! It just goes to show that Community Videos really work and your community will love watching them.

Get More Community Video Tips

Judy Weiniger’s Streamlined Process for Creating Community Videos
Top 10 Community Video Creators in Real Estate

 

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Alexa Franck | About The Author

Social media, marketing, blogging, photography. Started as a freelance marketer, working out of all the coffee shops in CoSprings. Enjoys leisurely mornings and waffles. Content Marketing Specialist, BombBomb. BSBA, Thomas Edison State University.