BombBomb Real Estate Action Plan
The Resource Hub Role-Based Content Real Estate Action Plan

Real Estate Action Plan

What to say, when to send, and how to see success with video in real estate

Welcome to the Real Estate Action Plan.

As a real estate professional, you conduct your business better face to face. The messages you’re sending to prospective home buyers and sellers, existing clients, and other real estate agents are best delivered in person.

Video can help you accomplish this in a more personal, scalable, and meaningful manner.

This Real Estate Action Plan will walk you through the ins and outs of using video in your real estate business to increase appointments, conversions, referrals, and more. Best of all — you’ll be able to watch examples from real estate professionals — just like you — who are thriving with video!

Let’s get started!

BombBomb is a gamechanger. It saves you time. It saves you money. And what better way to connect with people, than putting you in front of them every single time.

Sascha Chatman

REALTOR®, Chatman Realty Group

Increase Appointments and Conversions

You communicate, connect, and convert most effectively in person, but you can’t always get there quickly with new leads — and sometimes you can’t get there at all. Get face to face immediately and better your chances of increasing your reply rates by sending simple videos instead.

Don’t waste time with back-and-forth emails, texts, and calls. Increase engagement and accelerate the home buying and selling process with the following video messages…

  • Cold Outreach
  • Initial Lead Response
  • Prospect/Lead Follow-Up
  • Appointment Follow-Up

Cold Outreach

One of the most effective places to use video is in cold outreach. While many competing real estate professionals will be cold calling and sending out plain-text emails, you will be able to differentiate yourself by “putting a face to a name” and showing that you are a real and trustworthy person that can help them buy or sell a home.

WHEN TO USE:

To reach out to For Sale By Owner or Expired Listing prospects, as well as people in the neighborhood of your just listed or just sold properties

In your video, you should…

  • Display a whiteboard with your prospective client’s name on it.
  • Use the EVA (Empathy, Value, and Action) Framework - Empathize with your potential client’s home buying or selling challenges, provide value to help them overcome these hurdles, and include a clear call to action to set an appointment with you.
  • Keep your message under a minute long to respect your prospect’s time.

TIP:

Keep an eye on your tracking to see when your email is opened or video is played to follow up accordingly. By seeing who is engaging with your video messages, you can continue connecting with prospective clients who are more likely to want to work with you.

Initial Lead Response

If you have a form on your website or social media business accounts where warm leads can submit their contact information, this is a great place to insert a video. It allows you to follow up with these home buyers and sellers in a personable and memorable way. Because speed to lead is key, this video can be done quickly. You can either insert a prerecorded video or create a personal video through your mobile device or webcam.

WHEN TO USE:

To respond to a lead inquiry received on your website or social media platforms

In your video, you should…

  • Use a whiteboard with a greeting and/or their name to keep things personal with your leads and build trust faster.
  • Follow the EVA (Empathy, Value, and Action) Framework - Empathize with your lead’s home buying or selling needs and concerns, provide value, and include a clear call to action to schedule a meeting.
  • Make sure your message is less than a minute long.

TIP:

Save time by making a prerecorded evergreen lead response video that is set up to send the moment a lead makes the inquiry. Just be sure to not mention a specific name, company, date, or time.

Prospect/Lead Follow-Up

One of the easiest and most effective ways to follow up with new prospects and leads is with a video. This gives you another opportunity to showcase the value you have to offer as a real estate agent. This keeps you top of mind so people are more likely to work with you.

WHEN TO USE:

To follow up with prospective clients after sending your initial video message or after they attend an Open House you hosted

In your video, you should…

  • Kick things off with a whiteboard message that taps into your recipient’s curiosity, like “Two quick questions…” or “Mike, which one are you?”
  • Reaffirm the value you have to offer them as a real estate agent.
  • Reiterate your initial call to action to set an appointment.

TIP:

Use the BombBomb in-video Call to Action feature that directs your recipient to complete the next action you need them to take.

Appointment Follow-Up

Sending a follow-up video after you’ve successfully held an appointment with a new contact is one of the easiest and best videos you can send. You already know all the details about the person you have met with. You know their home buying and selling needs, and you might even know some personal details, like their children’s names or favorite coffee shop or sports team. And you can incorporate all of these elements into a truly personal follow-up video message that really resonates with people.

WHEN TO USE:

After an appointment

In your video, you should…

  • Thank your recipients for taking the time to meet with you.
  • Show them that you listened to what they have to say in the appointment. This builds trust, and helps make your message more personal to your recipient.
  • Restate next steps.

TIP:

If you had a meeting at a location, use the BombBomb Mobile App to record a follow-up video after the appointment at that location.

Increase Repeat and Referral Business

The people who already know you and have worked with you before can provide some of the best opportunities for your real estate business. All you have to do is stay in touch! Reaching out with video provides a personal and memorable touch that keeps you top of mind.

The cost of retention and referral is far lower than the cost acquiring new clients. And these opportunities tend to start warmer and close faster — especially with these videos...

  • Celebration
  • Checking In and Sharing Gratitude
  • Video Testimonial Requests

Celebration

You’re always looking for timely and relevant reasons to reach out to the people who matter most to your business — and special occasions give you that opportunity! When you can’t express your enthusiasm in person, sending a video message is the next best thing.

WHEN TO USE:

Birthdays, anniversaries, and holidays

In your video, you should…

  • Include a greeting themed after the celebration on a whiteboard (“Happy birthday,” “Happy anniversary,” etc.).
  • If a birthday, pick something specific to share with them on their birthday — like fun pop culture references or “on this day in history” facts.
  • If an anniversary, ask about their plans for the home, or if they made any of the updates they hoped to make when purchasing the home.
  • Be fun and be yourself.

TIP:

Keep your message short and sweet. The goal is to stay top of mind.

Checking In and Sharing Gratitude

A little bit of gratitude goes a long way in establishing meaningful relationships with the people who matter most to your business. Everyone likes to feel appreciated, after all. But there has to be genuine sincerity behind your thank you, and video conveys this better than traditional text, cards, or gift baskets.

WHEN TO USE:

Periodically with past clients, colleagues, friends, and family

In your video, you should…

  • Let recipients know what about your relationship you are thankful for.
  • Tell them how much you appreciate them.

TIP:

Keep your message focused on the appreciation you feel towards your recipient. Refrain from asking for business, and instead focus on cultivating the relationship.

Video Testimonial Request

In our current landscape, so many individuals rely on peer reviews during their decision-making process. According to BrightLocal, 91 percent of people regularly or occasionally read online reviews, and 85 percent trust online reviews as much as a personal recommendation. With those statistics, it’s imperative for real estate professionals to encourage and equip their clients to leave them positive online reviews and video testimonials.

WHEN TO USE:

When you need video testimonials or online reviews from past clients

In your video, you should…

  • Offer questions your past clients can answer in their review or testimonial video. Ask something like, “What about my real estate services did you like most?”
  • If you’d like online reviews on sites like Google, Zillow, and more, supply the link in the email body.

TIP:

Timing is key when asking for a testimonial. Ask new clients within a few weeks of making their purchase or transaction. For past clients, make sure this isn’t the first time they are hearing from you if it’s been a while. Stay connected with them long before asking for a testimonial or review.

Save Time and Improve Efficiency

A common misperception is that video requires more time than typed-out text. This couldn’t be further from the truth. Once you’re comfortable though, you’ll actually save time by talking instead of typing. You’ll communicate much more clearly and cut down on all those back-and-forth exchanges.

BombBomb is not just a video platform. It’s a sales acceleration platform. A small investment of time upfront will deliver significant benefits in the weeks, months, and years ahead. Here are instances in which you can use video to do that…

  • Appointment Confirmation
  • Explaining Complex Material
  • Frequently Asked Questions

Appointment Confirmation

In real estate, time is money. So we know how painful and time-consuming no-shows can be. Video is a great way to make sure they don’t happen.

WHEN TO USE:

At least 24 hours before a scheduled appointment

In your video, you should…

  • Create a connection and feeling around why the appointment will be valuable.
  • Use a whiteboard with the following statement: “Excited for our appointment!”
  • Use the numbers strategy by saying, “I have three main topics for our appointment.” Share details of the meeting time and place, ask what needs or wants they might have, and end with making sure they update you on any changes or adjustments to the meeting time.

TIP:

Save time by making a prerecorded evergreen appointment confirmation video that you can send over and over again to prospective and existing clients (as needed) the day before the appointment. Just be sure to use a generic date like “tomorrow” and not mention a specific recipient name.

Explaining Complex Materials

There are various complex documents and pieces of information to pass along in the home buying and selling process. So much so, that it can prove almost impossible to communicate solely through email. But with video, you can pass along complex materials in a much more digestible format.

WHEN TO USE:

To go over complex documents or information in the home buying or selling process

In your video, you should…

  • Use a screen recorder, like this one, to showcase complex materials — like contracts — and walk people through them at the same time. This eliminates the need for a meeting, and minimizes the chances of information being lost along the way.
  • Start your screen recording with the video fully on you, and then shift to showing your screen. This creates better engagement and makes sure your recipient sees your face right from the get-go.
  • Make sure there isn’t any sensitive information on your screen before you start recording. Remember, people can see whatever you have up on your screen. As a rule of thumb, don’t use a screen recorder for any information that should not be in an email. Also, double-check that there is nothing on your screen that could be offensive.

TIP:

Pause notifications on your computer so there aren’t any interruptions or distractions from your screen-recorded video message.

Frequently Asked Questions (FAQs)

FAQ videos are some of the first videos you should create once starting your video journey. We recommend creating a list of all of the most common questions you are asked and recording evergreen videos to answer each of those questions. This will both save you time and improve the communication process you have with your clients.

WHEN TO USE:

For questions you receive regularly from clients about the home buying or selling process

In your video, you should…

  • Thank your recipient for their business.
  • Answer a top question you answer nearly every day, depending on what stage they are in the home buying and selling process.
  • Refer them to additional resources that can help them at this stage of the process.

TIP:

Keep note of the questions you’re getting frequently from clients. When you have time, record answers to these questions that can be sent to any client at any time. Have the video (or the full video email) saved in your BombBomb account to send whenever you need it. Just be sure to title your FAQ videos, so you can search for them easily.

Bonus: Video for Real Estate Brokers

Many of the messages you need to send to agents and recruits are best done face to face. When you can’t be there in person, video’s the next best thing. Here are the best ways to use video as a real estate broker...

  • Recruit New Agents
  • Retain Your Agents

Recruit New Agents

When an agent comes over to join you, it’s not just about your lead flow, brand name, training, or business model… it’s about you. When you reach out in a more personal and differentiating way, they’re more likely to want to work with you. Showing sincere interest and giving direct attention to a target recruit with video is a winning play.

WHEN TO USE:

When establishing connections with potential real estate agent recruits

In your video, you should…

  • Give a quick introduction of yourself and your brokerage to make sure your recipients remember you.
  • Offer a quick training session on a relevant real estate topic that you think recruits would benefit from.
  • Welcome additional questions, or a chance to meet in person to discuss the topic in your video further.

TIP:

To build relationships with potential recruits further, send a one-to-one video instead. Good opportunities to reach out with a personal video message include congratulating them on a successful closing, or thanking them for working with you on a transaction.

Retain Your Agents

Just as showing interest and giving attention to recruits through video improves results, these tactics also work for engagement and retention of your current team members. You simply need timely reasons to reach out, along with time blocking to make sure it happens. And when you have happy and successful agents, they’re more likely to keep working with you for years to come.

WHEN TO USE:

To cultivate strong relationships with your real estate team members and retain them in your brokerage. Opportunities to reach out include offering encouragement, birthdays, thank-yous, professional milestones, work anniversaries, and quick training lessons.

In your video, you should…

  • Show your agent you care about them and appreciate their work in your brokerage.
  • Congratulate them on a birthday, work anniversary, and other important milestones or occasions.
  • Offer some encouragement and professional advice for them to succeed in the real estate industry.

TIP:

Time block your schedule to set aside time during the week to reach out to your team members — even if it’s 15 minutes each day — so they know you appreciate them.