Are you a real estate agent feeling stuck on a hamster wheel? You spend a small fortune on ads, chase down leads from Zillow, and fight for every client. But it feels like you’re putting yourself out of business just trying to stay in business.
You see other estate agents creating videos and wonder if using YouTube for real estate is a real strategy or just a time-consuming hobby. It’s a common question for anyone trying to improve their social media marketing. The good news is that it is a powerful tool when used correctly.
You probably think you need fancy equipment or a personality made for the screen. The truth is, building an amazing real estate business with a YouTube channel is much more about strategy than star power. It’s about building a machine that brings clients to you, people who already feel like they know you before you have even spoken.
I spoke with Jeremy Knight, an Austin broker who has built a strong estate business from his YouTube channel. He was in the same boat, spending a ton on ads and looking for a better way. His story shows what is possible when you get this right, and you will learn exactly how he did it.
Table of Contents
The Problem with a Paid-Lead Business
Before jumping into a real estate YouTube channel, Jeremy Knight’s story might sound familiar. He was running sales departments at Costco, doing great work but hitting a ceiling. So he moved to Texas and got into real estate, going the traditional route at a couple of brokerages.
Like so many agents, he was pouring money into lead generation platforms. We’re talking about Zillow, online ads, and all the other services that promise a steady stream of clients for a fee. He quickly found that this model was not sustainable for his estate business because it was eating up all his profit.
He wanted to find a way to organically bring business in without constantly feeding the ad-spend monster. This search for a better media marketing approach is what led him to consider YouTube. It is a place where you could build an asset that pays you back for years, instead of an expense that disappears the moment you stop paying.
Your Biggest Mistake on YouTube (and How to Fix It)
Jeremy tried making YouTube videos for a couple of years, starting around 2018. But he was just doing it wrong, and his channel was not going anywhere. This is a huge roadblock for most agents because they get frustrated and quit before seeing any results.
What was the problem? His content was aimed at other real estate agents. A lot of the content you see from agents on social media is like an inside joke. Other realtors like and share it, but is it actually attracting a buyer or a seller?
The turning point came when he got some frank advice from another agent, Christina Smallhorn. She asked him a simple but powerful question: Who is your ideal client? Who are you making this content for? He realized he had no real answer.
Defining Your True Audience
This is where everything changes for your YouTube for real estate channel. You must stop making content that impresses your peers. Instead, focus entirely on the consumer you want to work with.
Think about the people you genuinely enjoy helping. Who is that person? Are they a first-time homebuyer who is nervous and needs guidance about the real estate market? Are they a luxury client moving from out of state and needing details on exclusive neighborhoods?
Perhaps your ideal client is an investor looking for market trends on multi-family properties. Or maybe they are empty-nesters looking to downsize and want to understand their options. The more specific you get, the more your content will resonate.
When Jeremy shifted his entire content strategy in late 2019 to be laser-focused on the consumer, his estate youtube channel took off. Within three months, he was getting real leads. Then the pandemic hit, everyone started searching for Austin, and his phone rang nonstop for two years.
A Content Strategy That Actually Works
You cannot just randomly film videos about houses. A successful channel needs a clear plan and a content strategy that will create eye-catching videos. Jeremy breaks his content down into several main “buckets.”
This approach helps you stay consistent and gives viewers a reason to watch more of your youtube videos. When someone finds one of your videos that they like, they are likely interested in that specific topic. Your goal is to get them to fall into one of your content buckets and binge-watch, which signals to the algorithm that your channel is valuable.
A recent Pew Research Center study shows just how common it is for users to watch video after video on the platform, which is what you want.
Bucket 1: New Construction
A lot of buyers are interested in new homes, but they do not know the process. Your videos can guide them and provide valuable real estate tips. You do not need to focus on specific builders, but on the topic itself.
Good video ideas for this bucket include:
- The pitfalls to avoid with new construction.
- What questions to ask a builder’s sales representative.
- What to look for during a new construction walkthrough.
- Changes in new home features and building materials.
- Understanding builder contracts and warranties.
The point is to give valuable information. At the end, you simply mention that if they found this helpful, you give even more value to your actual clients.
Bucket 2: The Growth of Your City
People relocating to your area are hungry for information. They want to know what is happening around town and what life is really like. This bucket establishes you as the local market expert.
These videos are perfect for showing off your city. Think about topics like:
- What is new in downtown Austin (or your city)?
- The pros and cons of living in a specific suburb.
- Detailed property tours of popular neighborhoods or master-planned communities.
- Deep dives into school districts and local amenities.
- Cost of living breakdowns compared to other major cities.
These kinds of videos help potential clients visualize their life in your area. They build a connection long before a person decides to move.
Bucket 3: Market Updates
This is a staple for agents, but most get it wrong on their youtube channels. Do not just read stats from a sheet of paper. Your audience does not care about the absorption rate; they care about what market trends mean for them.
Frame your updates from the consumer’s perspective. Are homes selling faster? That means buyers need to be more prepared. Is inventory rising? That means sellers need to price their homes correctly to compete in the current real estate market.
To make this data easier to digest, you could create a simple chart in your video. Here’s how you can translate industry jargon into information buyers and sellers can actually use:
| Industry Term | What It Means for a Client | Video Title Idea |
|---|---|---|
| Absorption Rate | How quickly homes are selling. A low rate means a fast market. | “Why Homes Are Selling in 5 Days (And What You MUST Do)” |
| Months of Inventory | If it’s a buyer’s or seller’s market. Low inventory favors sellers. | “Is It a Buyer’s or Seller’s Market in [Your City]? Here’s the Truth” |
| Days on Market (DOM) | How long a home typically takes to sell. | “How to Price Your Home So It Doesn’t Sit on the Market” |
| List-to-Sale Ratio | Are homes selling for asking price, above, or below? | “Are Buyers Still Paying Over Asking Price in [Your City]?” |
Bucket 4: Buyer and Seller Help
This is your chance to answer all the frequently asked questions you get every day. Think about the challenges your clients face. These are classic, evergreen estate tips that will stay relevant for a long time.
Some ideas include:
- How to handle a multiple-offer situation.
- Common mistakes sellers make when listing their home.
- Tips for move-up buyers trying to sell and buy at the same time.
- A step-by-step guide to the home buying process.
Bucket 5: Client Testimonials & Success Stories
Social proof is incredibly powerful. Instead of just telling people you are a great agent, show them through the stories of your happy clients. This is where client testimonials become a cornerstone of your content strategy.
Ask a recent client if they would be willing to sit down for a short video. You can discuss their journey, the challenges they faced, and how you helped them achieve their goals. These videos build immense trust and allow potential clients to see themselves in the success stories.
You can even combine this with property tours. A client could walk through their new home, explaining what they love about it and sharing how your guidance made it possible. This type of content is authentic and very persuasive.
Your YouTube for Real Estate Action Plan
So, where do you start? The biggest hurdle for most agents is getting caught up in the details. They worry about the camera, the lighting, and looking perfect. But Jeremy’s advice is simple: just start creating.
The video you put out is so much better than the one that never gets made. If it is a terrible video, at least you have a starting point and can improve from there. Perfectionism will kill your real estate youtube channel before it even begins.
Step 1: Get Your Basic Gear
You do not need a professional studio. Start with what you have. Your cell phone camera is more than good enough to create eye-catching footage for your first YouTube videos.
The one area you should invest in is audio. People will forgive shaky video quality, but they will not tolerate bad audio that sounds muffled or distant. You can get a simple set of wireless lapel mics, like the DJI or Rode models, for a reasonable price.
As you get more comfortable, you can add a simple tripod for stable shots and a ring light for better lighting. But your phone and a good microphone are all you need to get started. Do not let gear be your excuse.
Step 2: Choose Your Editing Software
In the beginning, you will likely edit your own videos. The right editing software can make this process much easier. There are many great options available, from free to professional grade.
For beginners, software like CapCut or the free version of DaVinci Resolve offers powerful features without a steep learning curve. If you are on a Mac, iMovie is a fantastic starting point. As you grow, you might consider professional software like Final Cut Pro or Adobe Premiere Pro, but they are not necessary at the start.
Step 3: Follow a Simple Video Script
Every video needs a basic structure to keep the viewer engaged. A great framework to use is the GREAT acronym: Grab, Relate, Explain, Ask, and Tell.
- Grab Attention: Start with a strong hook that speaks directly to a pain point. For example, “Are you thinking of moving to Austin but worried about the cost of living?”
- Relate to the Audience: Show them you understand. “You can get incredible value here if you know where to look, and I am going to show you how.”
- Explain: This is the main part of your video. Deliver the valuable information you promised in your hook, like real estate tips or market analysis.
- Ask for Engagement: Ask viewers to comment or like the video. This is how you begin to build community. “If you can relate to this, let me know in the comments.”
- Tell Them What is Next: This is important for getting more views. Point them to another relevant video on your channel. “If you found this helpful, you will love my video on the top 5 most affordable suburbs around Austin.”
Step 4: Plan for Growth
In the beginning, you will do everything yourself. Jeremy started by editing all his own videos using basic editing software. But as his channel grew and the leads started coming in, he ran into a new problem.
He was so busy helping clients that he had no time to make more videos. This is the goal. You need to hire someone to do the editing. Then, as your real estate business grows more, you might hire a full-time videographer to shoot content with you.
This progression is natural. It frees you up to do what you do best: sell homes and be the expert on camera. The content is what drives the business, so you have to protect your time to keep creating it.
The Power of YouTube Leads
Let’s talk about the results. What kind of leads do you get from a successful YouTube for real estate strategy? According to Jeremy, they are absolutely solid.
These are not cold leads you have to chase. These are people who feel like they already have a relationship with you. When someone binge-watches hours of your content, they get a real sense of who you are and feel that they can trust you.
By the time they pick up the phone to call you, they have already decided they want to work with you. You spend less time convincing them you are the right estate agent and more time helping them. This is the magic of a great content-based social media marketing plan.
And the quality of the client is incredible. Jeremy just closed a $5 million deal from his real estate youtube channel and is working on another one for $10 million. His clients range from $150,000 all the way up to the multi-million dollar level. The platform lets you attract your ideal client, no matter their price point.
The best part is that you get to filter out the clients you do not want to work with. You attract people who align with your personality and business style. You get to work with people who want to work with you, not the ones who are going to be a pain.
Leveraging YouTube for Real Estate Marketing
Building a successful business using YouTube for real estate is not about being a slick influencer. It is not about expensive cameras or trying to go viral. It is about a fundamental shift in how you think about lead generation for your real estate business.
It is a long-term strategy that builds a real asset. By focusing on a specific consumer and consistently creating helpful content for them, you build trust and authority. You become the go-to agent in your market because you have proven your value before anyone even signs a contract.
This method gives you a sustainable stream of high-quality leads so you can finally get off the paid-lead hamster wheel. You can build a business that you truly control, filled with clients you love to help. It is the most effective way to grow your real estate career in the modern age.
To listen to more of our podcast episodes, visit The #RealtyHack Podcast Page. The #RealtyHack Podcast is also available to listen to on Spotify, Google Podcasts, Apple Music, and your other favorite podcast directories.
Sign up for my newsletter and get updated on the next #RealtyHack!