|REAL ESTATE AGENTS & TEAMS: If you only have two seconds right now, take a moment before you go to watch the beginning of this interactive neighborhood tour to see an example of a very unique marketing opportunity you are missing out on!|
Real estate agents and teams use virtual neighborhood tours in their marketing efforts to establish themselves as experts in the areas where they live and sell, or to farm areas where they would like to generate new business. Virtual neighborhood tours give prospective clients a chance to get to know agents and directly experience the depth of their knowledge of the housing market (especially if those leads are actively looking for an agent to help them find their dream home).
A simple search on YouTube for “neighborhood tour” brings up thousands of examples. That makes perfect sense, since YouTube is the second-largest search engine after Google.
However, although it is where most real estate videos live online, YouTube has limitations:
Many real estate brokers have long understood YouTube’s limitations but accepted them because there wasn’t a better alternative – until now.
Here’s what we’ll cover in this post:
eWebinar is a far better way to deliver neighborhood tours. It’s a solution that offers lead capture, data collection through interactive elements (polls, questions, downloads, links), and chat that goes directly to the agent.
When neighborhood tours are put on autopilot via eWebinar, they can convert viewers to customers with little to no effort from the agent!
If you are a real estate agent and choose to host a neighborhood tour in eWebinar, it doesn’t mean you should ditch YouTube altogether!
YouTube is great for views, and it’s where a lot of new prospects will find you, so it’s a good idea to keep using it. Upload your tour to YouTube and then link to the full interactive experience in eWebinar from the description.
In a nutshell, eWebinar is an automated webinar platform that combines pre-recorded video with real-time interactions and live chat to deliver a delightful experience to viewers — every single time. It lets you turn any video into an interactive webinar that can be set on autopilot and made available 24/7.
The best way to get a brief overview of what eWebinar is and how it works is to watch this two-minute video:
If you want a deeper understanding of eWebinar’s capabilities, join our 20-minute on-demand demo. We use eWebinar to demo eWebinar, so you’ll also get to experience eWebinar as an attendee!
There are many reasons why agents are turning to eWebinar for their neighborhood tours. Here are some:
Lead capture & data capture
If you are struggling to envision an interactive, virtual neighborhood tour delivered through eWebinar, watch this 12-minute neighborhood tour created by Alethea Lai, a top-producing agent with Venture Sotheby’s International Realty Hawai’i
During her tour, Alethea not only provides valuable information about three areas of the Big Island of which she is an expert, she also solicits information from potential customers.
Alethea does a great job of engaging her viewers by asking them questions (using eWebinar’s Question and Poll interactions). She asks where viewers currently live, why they’re looking to move to the Big Island, where they are in their buying journey, and if they’re already working with an agent.
Alethea also encourages her viewers to ask her questions in chat and makes clear that if she doesn’t respond to them immediately, she will do so as soon as she can via email (another great feature which is unique to eWebinar).
This kind of interactive experience not only increases the chances of viewers staying until the end of the webinar for your CTA, it lets Alethea qualify the potential buyer.
Finally, Alethea includes a link to current and new listings in each of the three neighborhoods she discusses, as well as her recent sales to build credibility.
If you are a real estate agent or team and can see the possibilities of interactive video marketing like this, download this script template, which follows the same engaging presentation structure she did, to create a neighborhood tour of your own.
eWebinar also offers an excellent automated webinar template, which makes it easy to quickly create and launch your own neighborhood tour experience, once you’ve recorded your video presentation.
The template includes:
Traditionally, getting buyers or home sellers to work with you is something that happens in person, allowing you to build credibility, respond to their questions, and react to whatever comes up in the moment. However, if you're using a virtual tour for lead generation and you don't get to be there, then you need to make sure that your message is strong and well-structured enough to get them to reach out to you.
73% of buyers interview only one realtor during their home buying search, which is why it’s important to market yourself in a creative and effective way to stand out in the real estate industry. Digital first impressions are extremely important, as it could be the thing that gets your potential client to reach out and take a meeting with you so you can impress them in person.
Virtual neighborhood tours are a great way to impress prospective clients, but it’s vital your messaging is capable of converting these leads without you talking to them by clearly communicating you’re the right agent for them, demonstrating expertise about the real estate market, and sharing enough information to compel them to reach out.
If the end goal of your neighborhood tour is to get leads to ask you to work with them, the question becomes, "How can I get that to happen without actually talking to them first?”
To help you accomplish this, we created a virtual neighborhood tour script template that follows the same presentation structure Alethea uses in her neighborhood tour and which we describe in detail below.
You may want to share a summary article of what you talked about during your tour, so there’s something for people to refer to later. A blog post on Medium is great, or a page on your agent website. (Alethea posted a summary of her neighborhood tour, if you want to see an example.)
Once your neighborhood tour is scripted, recorded, and published as an automated webinar, it’s time to market it. You can do things like include it in your email marketing (like your newsletter), post it to social media, and add it to your agent profile on your brokerage’s website.
If you want more ideas for how to promote your neighborhood tour, check out our blog post dedicated to the topic:
So whether you live and work in New York City, San Antonio, San Diego, San Francisco, Seattle, Los Angeles, or somewhere else, now that you’ve read all about scripting a great neighborhood tour and converting viewers to customers without ever talking to them, download our free script template and start working on creating one of your own neighborhood tour today!
And finally, if you haven’t already, watch this example of an interactive neighborhood tour from Alethea Lai of Venture Sotheby’s International in Hawaii. Because seeing is believing!
We’ll only send you things we think you’ll enjoy.