I am seated in this amazing group of individuals who are just incredible: video creators specifically they're, crushing it with long-form video content. So we live in a world right now, where everybody's talking about tick, tocks and youtube, shorts and instagram reels and short form vertical video content. But there is still so much amazing opportunity in the landscape of long-form content like youtube, also, facebook, also instagram and elsewhere, and so today, we're gon na have a pretty technical conversation about what's happening in these folks businesses because of long-form video content. I want to get under the hood of the car so to speak and really break it down, so i've got phil gerdes david caldwell, erica wolf, the wolf of real estate, jeremy knight chris kwan, christoph chu, brad mccallum, tim macy, ray ellen and me jason pantana, asking The questions to talk today about what are y'all doing that's, making video work in your businesses, so just kind of kicking things off real quick.

I want to know how to start, how is it going in the context of how did you start with video and how's? It going right now um my name's ray real estate agent, arkansas yeah. I just said that, oh okay, it's not going very well, no uh! No, it's it's going really well um. I started my first little listing. Video was with my iphone and i basically got really good at holding my hand like this, and i would do like an intro to the property and then i would show uh photos through on imovie and that would do the outro.

And that was the first listing. Video way back in the day, so um we've graduated from there. Of course we do a lot more professional stuff now, but that's the main part of our long-form content or those listing videos. So it's going well sweet.

I love it can't wait to break those down. Tim uh start how's it going it's going. Well, it's going well, it's great. I mean really like tell me the real story so uh.

No, it's going great. We uh i started making like music videos messing around with video editing when i was in high school um videos or no for other people - okay, but uh yeah. No, no! Not for me, but um. I decided that you know i had to stop making videos and go get a real job and do something with my life and then i got into real estate and realized that all the stuff i was doing yeah when high school is now really the thing.

That's going to help me out now, so we've done real estate, videos, family videos, just all sorts of different type of video uh content that i think stays in front of people and gets people to know us. And so we've built this following that. Just really not just knows me and my business, but knows me and my family and they love and we've made videos that lets people be a part of our family and also be a part of our business and that's kind of uh. How we've been doing well? Love it brad all right yeah, so i got started uh in video about three and a half years ago, uh uploaded my first video to youtube at that time, and i i went all in from day one i.

I went and dropped like eight grand on my on my visa. I bought a gimbal, a sony, camera a couple of high-end lenses and just thought i'm gon na do this. I know this works. I fall for advertising all the time, so why wouldn't i fall for making house look beautiful too right, so i started off there and then surprisingly, one of the few things in my life, i've been really consistent at is creating content.

So i i just fell in love with the process of seeing beautiful images on the back of the camera, trying new ideas getting creative with it and uh, because i've been fortunate enough to to stay with it. My my own skills of growing brought other people into to assist now with it, and we've created a youtube channel that gets watched basically 15 minutes for every one minute of real time. So we get massive viewership over 18 000 subscribers and uh. It's quickly helped me rock my own real estate business love that man.

It's incredible. I can't wait to break that down the man, the myth, the legend christopher, so uh, my video junior actually started. I was thinking about it um in 2007. I think it was.

I had a 30 million listing, which was the most expensive home in the west side area, where i work and a couple tv shows wanted to do tv shows about it. So i learned from the pros on television how to do it, so i did that. But surprisingly i didn't continue that journey. I just did it for the tv, and i didn't think about doing it.

On my own and at the tom fury one-on-one retreat in the desert with gary vaynerchuk gary and tom are like you're, mr beverly hills. Your lifestyles are the rich and famous and gary said, be a dj for content in your community, and tom talked about flip cam. So that afternoon i went to the good guys the best and bought a flip. Cam did my first video on the balcony of the hotel, that's good guys, okay and uh, and i basically did a silly video saying what am i doing at 118 degrees in the middle of palm springs and then the summer time right - and i talked about the Conference, so that was my first video.

It's still my youtube channel and i just started creating. I felt very comfortable on the platform. I was doing britain blogs, but i'm not a writer and it would take me hours to write a blog and post the photos. I'm like forget that i'm just gon na do videos, so i just started doing it and i just i've had six seven different cameras.

Um now i use my iphone. Basically, i have production videos, but i just keep trying different things and testing. And now the world is changing so quickly sure i'm i'm reinventing it again. I'm like what can i do different? How can i be the leader of the pack again, but what put me on the map for videos is, i think, my first production video.

I did a helicopter tour of the most expensive homes in los angeles that'll, do it yeah, and that time they were like 100 million dollars plus and um. That was a really fun project and i think we've had like three million views of that video over a couple platforms, but that's kind of how it started and what's the subscriber base like on youtube now right now we're 34 000 subscribers yep and that's completely organic. I've never paid or done an ad on youtube yeah. I just try to create content, that's interesting or that i think the consumer needs or wants and um - and you know the driving tours seem to be the most popular okay, like my big expense of fancy houses.

Not necessarily but the driving tours, that's that's because they like listening to you talk and watching you take them around the town. That's all about you, man. They, like my voice for some reason. They silly laughs so yeah, that's how it started love it all right, appreciate it.

Kristoff chris kwan as the sun is in your eyes as you're melting in 2, 000 uh, so yeah flashback to 2013. I actually joined this company and the uh, the boutique owner at the time started doing these lifestyle videos where he introduced actors and people, and at that time nobody was doing video, but nobody was doing videos with lifestyle characters in it, and so this was kind of Our thing this is, it was a very small company and we started making these videos with lifestyle actors and just introducing the lifestyle of the home and the community and all that sort of stuff. That's kind of what really started for me and kind of in this career of, like you, know, video, editing and video content, creating all that stuff and then now, like five and then four or four years later, i started to really dive into it with like family Stuff - and i really wanted to what i wanted to go with - was i wanted to show people who i was sure, not necessarily just the real estate aspect of it. So if you look at my stuff, it's really mixed in with a lot of real estate family.

Some food, but that's really the bulk of it, and that for me, has helped me built the reputation of oh. I can relate to this person because that's who my consumer is and so unknowingly i was speaking to my consumer and that's pretty much to the people. I work with now and it's been phenomenal awesome man. Thank you.

Chris jeremy knight, hi jeremy knight also i'm long time, viewer first time talker. Where is that so yeah? So my journey's a little bit different, i mean i, i started how a lot of people do in youtube, where i would film a listing video, throw it up and not watch you get any views, and so, after a couple years of doing this, i i realized That i needed to change my content and i started looking at what people are actually searching for in my market. Obviously i'm in a hot market, so i started looking at what people are actually searching for and started making content related to that and so from there. I've grown my youtube channel we're over ten thousand subscribers.

I get at least five to ten inbound leads per day. I never once sell myself on the youtube channel, i'm just giving people information, and so what's impressive is that people say oh you're that scuzzy youtuber realtor that they really say that i mean this is the comments i get in the comment section you're just trying to Get business i go where on my channel, have i ever asked for business? People organically want to work with me because i understand i'm giving them information and being honest with them and they, like you know sometimes blunts and just straight to the point, doesn't work for people um, some people it does, and so i try to give people just The information as quick as possible that they're going to want to hear and the stuff they need to know and be blunt about it. You know - and that's it's done well for my channel and it's all organic same thing as kristoff. I don't spend any money on on advertising.

I don't do i mean my my spend on anything is very low. Okay, love it! Thank you, jeremy wolfon, wolf of real estate, erica wolfe, hello, um. Well, i guess my journey started a little bit different from everyone else. Here, back in 2011, there was an app called snapchat and i was just having fun and after a buyer would leave a seller would leave.

Another agent would leave i'd like recreate whatever the story was with these filters and pretend to be multiple people and on snapchat. I got a lot of people saying: oh my gosh you're, so funny. This is great and i was like oh my gosh. I think i'm gon na share it to facebook.

I think i'm gon na download it and i think i'm gon na share it to facebook, and i did - and everyone was like you're amazing and then in my messages. They're like i've, been thinking about buying a house there. It is, and i'm like wait what this is actually working, so i started exploring um. I made more short videos of like here's, this house that i sold here's a house like going through, like that.

I realized there really was something to it. Um and took several courses and learned how to do ad funnels, which started the long form, videos, more educational community based and listing based content, and that is pretty much. What most of my content is around. I've had a couple pieces that have done well organically, but honestly, most of my stuff, um yeah, that would be that'll, be fun to get into because you could toss the mic to dc here, because there's going to be this dichotomy between organic seo, driven youtube content Form video content versus paid viewership, so david caldwell, say hi, i'm david caldwell um, i'm.

I said this in the last uh, the last mastermind too i'm the least prolific marketer here and my my video journey is still getting started, but as a time leverage over the last couple years, i've gotten really into video to have these one-to-many conversations versus one-to-one. So it's been going really great love that all right! Last but not least, oh the shoes again phil curtis phil gertis out of annapolis, maryland i'm a real estate agent. That's not how she's gon na get those shoes in there too, just get it yeah! So um, you know we talked a little bit before about how i started in real estate, but one thing you know when i heard ray talk about his video that he posted. I remembered actually the first listing video i ever posted and it was the best listening.

Video i've ever done, i was outside, it was insanely windy. I was just really into it and you couldn't hear a word. I said because my iphone was on a tripod and um. I didn't have a mic.

I put it out anyway, yeah man that was in front of that yeah and that's exactly how i started so that was about uh four four years ago, uh when i put that video out and um ever since then, we've done a lot of both short and Long form we started a vlog uh, we put a vlog out every two weeks and we just switch that up. We can talk about more and then i have another series called phil's facts where i look up what people are interested in in knowing and then i always start with a really really dumb dad joke um, which i am very proud to say that my team has Made it very clear that i've gotten very good at making my own up now, so you intend to do like a collaboration on like a video of you guys like no. No, no, you got ta make the punchline this yeah hilarious. I mean i'm a killer, dad joker, so uh so now long form and short.

I really do enjoy long form because, like you said, i think that there is definitely a place for it. Still and uh people will still get hooked and sit and watch and be attracted to it all right. So let's do this real, quick. I want to go around pretty rapid fire answers um.

What is your best performing piece of content? I'm assuming it's a recurring piece of content, not like uh. I had this one video go viral and boom. That's so wonderful because, like you know, you mentioned the helicopter tour, but that's not exactly repeatable. So, what's your best performing piece of repeatable content and what is your top platform? Let's go.

Let's just go backwards, um i'd, say right now, phil's facts, it's just. It produces very consistent results and the thing i like about it most is because of where my office is in my town. I will consistently be walking to go, grab something to eat and someone, i do not know, has watched, phil's facts and they say hey. I love your joke today and then i'm like well, what did we put out? What was the actual joke? I filmed that three weeks ago because i didn't post it um, so phil's facts is definitely the best long form um and then what was the second question? What's the platform where you have the most acceleration or best results, definitely instagram: let's go dc um.

Ours are market updates, but really what they are are like. The answering the question of what a buyer or a seller should expect in the market right now. Okay, that's all on youtube in your local market and it's on youtube and is it youtube paid or organic? It's paid, okay, all right, sweet, erica! Okay, i think you had two questions is what is our best performing video series or show so not necessarily by views in a sense but by lead generation. Who's actually picked up.

The phone and call me is um. My welcome to jupiter video, um and repeatable content. Honestly, i love doing seller education, videos, great so, okay and then what's the platform where you're getting the best results: facebook, okay, really, facebook, even okay, great paid or organic, or both both all right, sweet business, page or personal page, or both both all right, sweet, jeremy, You're up so my number one and only platform that i really am on is on youtube uh. The content that i would do is all about different things about austin, so i would say that the content that gets me the most is just being organic and natural.

Talking about what's going on in austin and talking about those things what to expect when you're coming to texas things like that, so that's! What's mine, i pay zero dollars so something just kind of go deeper on yours, because i i definitely want to kind of break down your channel a lot today. We were talking all day yesterday in our mastermind that you have four pieces of content you create. I think it was market updates or you don't call it that but market updates news that affects your local housing market luxury and what was the fourth one, just austin neighborhoods, just austin neighborhoods. How much of your video content is you sitting at a desk talking to a camera versus you in the field 99? I mean i would love to have the time what i always run into is when i actually get out somewhere.

I want to film something like i get creators block instantly and i'm like. Oh, i forget it i'll just take some b-roll and then do something later so yeah i like to be able to think and process what i'm actually gon na do a video on and then sit down and just word vomit the video love that and i think, What's going to be awesome about this, like breakdown, is you got guys like brad mccallum, who are crushing it with on-site beautiful, listening videos, but then here's you at a desk, filming content and freaking, crushing it on you on youtube. You said yeah all right. Let's go! Chris kwan top platform top piece of content, so i don't have like a a video that that has produced like viral like uh statistics.

For me. Come on man come on in hey who's that who's. That guy we'll have to do an introduction. He needs to do the get him on camera, so we did a how to start and how how's it going introduction.

Can we have the mic? Let's go tom, real, quick and we'll come back to chris, say hi to the camera hi camera at your office. I'm really camera shy. Okay, what's the question so how to start with video and how's it going uh, i was on myspace and my kids said: have you seen youtube? I went on youtube and i was like. Oh, this is really good um about probably seven months later i got hooked up with garyvee gary like was, i was watching all of his content and i'm like well.

If somebody could talk about wine, then i can talk about real estate and then i just started like getting in front of a camera. For me, a camera back. There was a flip video camera yeah. You guys remember that um and it started horribly, but i would say that my timing was good because i was early.

What was bad is that nobody was watching any content back then so the platform hadn't evolved. What it is today uh. Where do we stand today? Um youtube's kind of a thing they're watching. Yes, thank you.

Thank you so much for watching. Please like share what was the uh, and if you like more this, you can go over here to the brad story and then over here to the yes um. So, no so video 10 years ago was a thing today. Video is if, if you're, not a video first marketeer in this world, recognizing the power of an iphone or whatever droid, whatever device you use, it is the way.

Now you all see now it's who can have the most creativity who can be the most authentic who can find their voice, who can truly passionately be themselves and then be the best version themselves on video and find your tribe that's the game today. That is, and so like right now we're talking about long-form content, so we just had a mastermind on some short form content: we're going to really just brain share. What are they doing with long-form content that absolutely builds their business and chris i'm curious for you? What's that best piece of content and what's the platform you're killing it on, so i don't have a best piece of content. You are the best piece of content, no right yeah, it's you yeah sure, but in terms of like a video per se, i don't have like a video.

That's like, oh, that was the one that i identify with, but it's more of the consistency of being put out there and so what's the platform where you're getting the best results. Now it's instagram in the beginning, it was facebook for sure absolutely by far algorithms has changed, but the instagram platform has been phenomenal and i think, what's special about you, for anybody who follows you. They already know this. Your videos are so super creative that it doesn't matter what the recurring episode is it's more like a wait and see what chris does next and people are they're literally tuned in for for what you're doing, which is incredible, i'll see you later all right, kristoff, you Already kind of alluded to this, but best piece of content, top platform top platform has always been google, because i was one of the first adopters.

At that time. No agents were doing real estate videos and for seo we had a new website. We were doing the videos and most of my buyers were coming from: google searches of the neighborhoods, primarily the neighborhood, driving tours yep. That's and that's consistent.

I mean they typically had 40 to 60 000 views for those tours. Then i went more hyper local, not just a neighborhood but like specific streets like there's the most most exclusive street in the west coast called mapleton drive and i've sold like four houses on there and their price points now are 20-150 million. So i have to do it again, but every three or four years i do the same. It's two blocks and i talk about every house what it sold for five years ago, who's living there, if i can so those are the number ones.

But for me it's always been google, because that's where consumers start, oh, let's look beverly hills, homes or belair, and but now the difference is there's so many people doing videos. I used to be seven to eight of the ten videos per page on google. Now i'm two to three: so i've got ta figure out how to get back with much more content so and that's the answer much more, a lot more content, yeah! So love that yep all right, the the og brad. What's your best piece of content recurring and where's it getting all the love platform-wise yeah for sure, so what we did was we're known for our listing video tours that we do share on smaller versions on tiktok.

We do a lot of business on instagram with those as well, but primarily our foundation is youtube uh. We do listing tours of homes of any home that we sell, but what we thought we would do is make a series out of the most exciting ones. The million dollar ones the ones that people were most curious about getting inside, so we call it million dollar tours off of you know: million dollar listings new york or l.a and uh. That's our best performing stuff.

Okay, love it and it's youtube. Pretty much. Yeah youtube is where we get uh the viewership, the audience and the longest tale on the on the content we create. I love it: hey tom, i'm gon na.

What's your what's your most successful piece of content and what's the top platform for us courtney, kelsey brandon help um most successful. I would say time period specifically and show would be this week in housing and i would say, from the beginning of the pandemic, all the way through until about may of 2021. yeah that that people really held on to us throwing a a life preserver saying you're. Gon na be okay, you're, not gon na sink the world is not gon na fall apart.

This is how we win with data right you're, never to convince somebody that is in a completely panicked lunatic state of anything other than that, but once they calm down to be able to say here's the data, here's what's going on the world isn't falling apart. People are still buying it selling real estate, so i would say that, but at the end of the day for me it's youtube yeah and it's whatever's hot in the moment. Yeah but youtube is the. Is the mother lode like if you're not killing, youtube you're, not killing video yeah like period end of story like all tick, talkers, all all instagram reels, all of that stuff just needs to be on another channel that people can consume in that short form content plus Inside what youtube is now making available um, and then i say like facebook, we all talked about like facebook in the very beginning was, was legendary and now facebook is great for advertising and not much for anything else.

Yeah, it's good for groups, it's good for groups, so so i think i think, there's there's two sides: there's getting new business and staying in front of our audience, so there's building an audience and staying in front of our audience and so my best audience building videos Have been the local san antonio videos, the pros and cons the best downtown neighborhoods are probably the the two that get me the most. I just watched this video. Can you help me buy a house like those are the scooters, so the scooter video is probably good on that? That's a good facebook example. Then i have.

We should link all that up, engaging videos of uh of me riding on a scooter going through downtown to get to a house. I've got like uh the last disney vacation we went up, which was just uh got back a couple weeks ago. I filmed it all on my iphone, so i was like hey disney vacation shout out on the iphone and it's great it's got slow-mo. I put the phone under the water and people like you, put your phone under the water like yeah they're, waterproof um, but that is people reach out to me and they're like i want to go to disney world.

Can you come with me to film my vacation by the way my sister's coming into town and she needs to buy a house right like it's a great way like all our family stuff, all those non-real estate stuff just keeps us in front of people, and then I don't have to call them to check in because i'm check like they're following us every day. Yeah, are you gon na? Do a video on your model? You should you should yeah uh, that's like uh yeah. I don't. I don't know that that would be uh.

Yes, you should yeah, i think i think their story. What's the hook for that, does everyone know what we're talking about? No, it's a monster so we're buying a house yeah we're buying a house for our in-laws and they do they have a story. That means a lot to me obviously means a lot to my wife um, and i do want to tell that story uh. I just got to figure out the the right way to do it, but i'm definitely going to do it for sure brad.

I think brad's got the way it's the most important sale. You know something like that: yeah yeah, what's going to be more provocative than that, because the story is so hard about this yeah yeah. So, okay, i'm gon na here's, a quick story that i did on a sort of sort of a similar situation. Some friends of ours um they for about 10 years they've, been fighting to get the doctors to take responsibility for denying their son oxygen in the first day of his life.

So after 10 years of fighting, they finally got the doctors to sign off now their child severely handicapped needed uh. You know 24 hour a day care, meaning that they were like two ships passing in the night like they would work. The one spouse would go during the day, come home, take care and while the other spouse would go and work a night shift just to provide the care that they needed. So we got this um that we've been looking for a month.

They just won the court case. It was just a nightmare trying to get this all closed, get the funds released, how to trust and all that stuff they finally could buy a home and afford care for their child, and so i thought you know i'm gon na. Just take my camera and just get this like little three second video of me like handing them the keys right, and i love these people dearly now, they're ten minutes late and i'm like okay, um i'll, just put the camera on just tell the story really quickly And i tell the story: they come in they're. You know they're they're, bringing in with 10 wood this like beautiful little boy and you know they lay them down.

You know on the floor. They're giddy with excitement uh. You know i brought some champagne. We pour glass and they do what every person does when they first buy their home.

They go to the farthest point in the house, like the deepest corner where they can see the most of the house and she looks at it all and she's like. Ah, i'm going to set it up just the way i want, and it was just this like moment and we followed them around the house and they're joking and they go to the bathroom. The ensuite and he's like, oh, which sink, is mine and she's, like oh you're, in the main bathroom right, like they're like laughing, and we got this two and a half minute story. It's just so so beautiful right now fast forward about three years ago.

Just a super sad situation a few months ago, she just passed past dropped down dead and unfortunately left him with his with his son. Now it's a very tough time, but their son has such deep uh issues with this uh with his health that they're not sure that he really understands that his mom is gone, but they go back and he'll play that video and his son will will look around And respond to it, so these things that we do these stories that we can tell uh. I have no idea if that ever got me a transaction, but i don't care right, but it's a it's an amazing piece of like humanity that i got like the privilege of being able to to share and there's just no other there's nothing else that i could Do to tell someone i care, i love about them, i'm in it with you or i'm invested with you than sharing their story yeah. So we not nearly as deep of a situation, but we used to shoot something called real client reviews and it was at the end of the settlement my marketing manager would come in.

I would step out of the room and she would just ask a couple questions and this couple i sold their home, so they could move closer to their grandparents and they were the wife's, very quiet. But the husband he's very outgoing and talkative and a big burly guy like no one. You would think you're gon na really get a heart from and he cries the entire video about how thankful he is and how amazing the process was, but the catch was they lost 40 000 in the sale and they never cared it was. It was never about the money for them, it was.

They felt like they were so far under this house just being able to get away from it. Just changed their lives and it literally did their their kids are in michigan. They finally can move to michigan and now every day i kid you not every day this man sends me a facebook message phil, you should talk about this on video phil you'd be great at this on video and he just follows and files and follows. So it's really like those connections like that's the killer, that's real! You know what you know.

What stands out like this? I love where this conversation is moving and i i even go back to what you're saying jeremy earlier on where it's like people can leave. Their comments be like i'm just trying to give the value just give the information, because i think that's my calling in this matter and i think about a conversation we were having before the cameras were rolling and everything we were talking about when you're nervous about speaking Or when you're nervous about getting on video that it means you're thinking too much inwardly about yourself and how's. This going to make me look and what are people going to think about me, but the reality is, you have to turn it around and think what is it i can do with my gift with my craft to add value like if you're a real estate agent, You're making calls: why do you make your calls? You make your calls, because you have valuable information. You want to help people, you make your videos, because you got something that you can utilize in your skill set to help people, and i think it's amazing to be in a room here or a courtyard with all these people who are technically unbelievably skilled with what You do with video, but at the heart of all that the technical skill set has been something you've built over time, but it all started with the.

Why, in terms of, why did you start doing this? Not not because, oh i should do it so i should go get business, but every one of you, literally every one of you were like i'm artistically interested in this. I see it as a skill where i can contribute in my community with this, and i absolutely love that about everybody in here. It's it's! It's neat because you, i heard a story about you a little while ago, while i was in the bathroom uh. Oh yeah tell us more about that yeah.

He walked in the bathroom and you're down there, cleaning the floor of the bathroom and - and this was yesterday and when i was listening to that honestly. The first thing that popped, in my mind, was what you just said, and it reminded me everything. I've always done that has worked, has been in service. So instead of i want to put great great content out like how do i serve in my way? How do i give myself away and then that will be great content? Oh yeah, so 100, all right, let's go tom for the record.

I wasn't the one that was missing just to be clear. It's just pride for our community in this location. That's really all it was okay, i have to leave so i'm gon na you can either stop the cameras or not, but i have to give everybody a hug, a bike. So all right, let's do a little timeout, because i got to say goodbye to you too.

Did you need to reset any recording anyway uh yeah yeah? I need to get back to you all right go for it. Let's take a break all right. I love the people in this conversation. Um we've lost a few of our folks here.

So we're back to finish the conversation. I want to kind of transition into some of the technical aspects of your craft and what you guys do so talk to us real, quick and like. Actually, let's do it like this? Let's imagine we're all like coaching up somebody who wants to get going on youtube. For instance, what is our advice for them from a technical standpoint from a creative standpoint, what are your performance hacks to get the best results out of your videos? Who wants the mic? Anybody else anybody else, one thing that i've definitely noticed from hanging around.

So many of these amazing people is that they've really mastered one thing: they've mastered one thing: brad has mastered listing videos, jeremy's mastered his explaining videos and you guys have mastered running the ads and doing the funnel and we get so many ideas thrown at us all. The time i would take all of them and focus on mastering one before you go, try to do a bunch of other stuff uh and my other technical tidbit is. I make these videos. People are like, oh man, how do you edit? How do you do whatever? I literally just cut clips.

I don't have any crazy transitions. I just cut clips to music like a good song, good clips, nothing, crazy, um and so just start getting footage and clipping it together. Really simple: no graphics, no transitions! Um! That's a good place to start! Okay, love it kristoff, so my best advice for everyone is, first of all just do it don't overthink it don't worry about how you look, what you're going to say but do invest in obviously a good camera. You know i mean good iphone.

I should say a lot of use cameras i bought so many cameras over the years. I don't like in the two i just use my iphone, get a great tripod or two or three great little light kit yeah, but just just try it and you can always delete it and then record it again. I mean it's people overthink. How do i look? Am i gon na, do it just do it and that's what i've always done? I just try it.

I do it and you know i'm natural about it, and people like that. So i think, can i ask you a question kristoff? How much of what you did was, i just did it and it turned out some of these things worked and some of them didn't work, and i found what people enjoyed based upon trying new things um, all of it pretty much. Okay, yeah, i mean good. That was my loaded question.

I mean i really personally love the production videos. I love thinking about it, creating a story and coming out with a beautiful product, but that's not what the consumers love the consumers like they're, real they're raw, i mean just walking around. I call it a virtual showing just virtually showing them the house as if they're right there with me yeah behind the camera so yeah. I think just it's.

It's all just testing and trying testing and trying it. I don't really look at what doesn't perform. I mean i kind of know yeah, but, like my market update videos like you do nobody seems to care about those in my area, just not at all. They just very few views on those.

So just just whatever, and i think for me, if i have a thought or a concept or an idea, just try it out, you have nothing to lose. I think i think brad would like to do a show-and-tell uh. Can you can somebody? Could somebody hold a mic, and i thought to myself my god all that stuff all right, so i mean so the one thing i'd say to that: here's, like the counterpoint that i would have, is just that yeah, your iphone does 4k video. It doesn't do this.

This also shoots 4k video. This does a few things. What is this tell me what this is yeah, so this here is a crane 3s. This is a gimbal.

Essentially, this just makes the camera movement nice and nice and smooth this here is a sony. A7S3 camera. Basically, the important part of that is that it shoots 4k 120 frames per second, that's the only thing that i bought this camera, for, which means it does a lot of data. Let's go technical for a second.

What is the benefit of 120 frames per? Second, for a guy who shoots listing videos cinematic, it's a cinematic like the ultra slow motion that the the shot of like the fireplace coming on like so when i, when i go to your channel, and i see those really smooth, almost slow motion. Yeah super smooth shots. Does that mean you're filming at 120 frames a second that's right, but then playing it back, i'm sure that's tom's car yeah, pretty sure that's the top. Does that mean you're pretty sure it is.

I film it in 120, but i play it back at 24. Frames per second 24 is the cinematic one. So 30 is like tv standard. Yeah 24 frames per second is uh movies, yeah cinema, yeah, okay, and so i go technical with it, because i want something that feels just supremely high-end and different and better, and that makes up for a lot of the ways that i'm you know inadequate.

I'm not now counterpoint to that is at the end of the day, like anybody watching they have to kind of go with. What tim was saying, which is, you know, start with what feels natural to you. Kristoff start with what feels natural to you, but so much of this should be because you want to do it yeah, not because you have to do it, and none of this would work if my wife, my kids, myself my heart, my life, my views, my values, Didn't also come through in the videos right then it would just be a cheesy. You know presenter right, but the goal is to have just to amplify our ability to tell those stories.

That's literally, what all these tools are. I love that all right, and so one could argue that from a i want to come back to like your on-screen stuff, a little bit but you're worth investing in the gear phil. What do you say? Man, performance, hacks and stuff? I think that one thing that a lot of people when they're starting a video are saying is like what do i shoot and for me, i share with my agents journal the journey like that's always our start journal the journey. Where are you? What are you doing? Tell the world what you're doing and just be completely open with it, and people want to see the stuff.

That is the failures. Yeah people want to see it and you'll be shocked because a lot of times when i say that to people, it's people want to see the failures. Oh, my goodness they're going to come down on me. No they're not they're, going to lift you up constantly.

All the comments are going to be. It's all right. You know you got the next one and then that's going to trend and then all the numbers start working in your favor, but you got to journal every part of the process yeah. So i think breaking that down like yet again.

Here's another person who video conforms to the person he is and what you're naturally good at like you're, more of a storyteller journal like for somebody who's super technical, they're gon na be like journal the journey yeah. That sounds like a t-shirt right, and maybe that is for some, but at the end of the day, it's like okay. What does that mean practically? Well, look at your calendar. What do you have going on today? What are three things you could shoot videos on? Well, i got an open house this sunday.

Okay, give me a video topic. I've got a closing, i'm going great, give me a video topic. You can get super practical about it and then the reflection that comes from it. I had the open house.

Here's what happened! Here's one thing that i can pull from it and i want to share with you so yeah love that what else in the room like don't be afraid to get technical or not. But what do you say? I think that one thing we've talked about a lot. This week, or this week so far but hasn't been mentioned yet is who you're speaking to and audience wise and then using the tools to like craft. The story like brad wants luxury listings.

Kristoff wants to be in uh, beverly hills. Chris was talking about how he wanted like take over his farm in irvine. You know, jeremy, like the greater city of austin right, so who are who are you speaking with and then how do you go use the tool to speak to that person? I think that is a really important starting point that sometimes people don't think about totally love that yeah yeah eric. Let's go you and then let's go jeremy.

So i think that when people are starting out in video, like the number one mistake that they make is watching other real estate agents on video and trying to be that person right if you're not funny, don't be funny right. If you're serious be serious. If you look great and want to walk around like do that, like whatever is going to grab attention and be authentically you that's what you should do with keeping in mind like who your target audience is, but you will weed out the bad people and you'll win Over all the good people that want to be your clients - and i just think so - many people are worried about being somebody else that they're not. I love video.

I love that all right performance. How do you? What do you say to somebody they're like i want to get the most out of this? Let me hear your perspective. I think what was just said is very critical, because everybody here does something differently on a different platform and it works for them um. What i've done with youtube works for me and my market, and it turns out to be awesome to get a lot of leads out of it.

So knowing what you're? It's one thing just to have your phone and go shoot around la but okay. Where is that going to go right or shoot a really cool, listening video? What are you going to actually do with that? How are you going to get it out there? What platform are you going to use? That's, i think, that's key the platform you're going to use, understand it and understand how to grow with it. There's a lot of tools, people out there that will tell you, you know different tips to grow, just figure out what that medium is going to be and then figure out how to scale that is it one like for me. Is it you know, somebody was talking about doing five videos a week on youtube for me that doesn't work in my content.

It's one piece that people are gon na, see and watch and then do a live stream and then cut up some clips. That's what works for me, but that doesn't work for everybody else, so um it's going to take a lot of trial and error to figure out what is for anybody. That's doing this to figure out what does and doesn't work. I just saw one of my older videos yesterday and i was like god that is awful.

I can't believe i just i put that video out there, but it's a crazy performing video, because it's not polish, it's not fantastic. It's not! It's not brad's super cinemagraphic. Did i see that right, close enough right, right, cinematic, yeah, cinema, graphics? That sounds wrong, but like cinematic, but what's really important is that it's cinemagraphic it's out there. People are continuing to watch it.

So that's what i love about youtube. Is that or what i mean facebook lives. People are doing those for a long time, but those videos are gone like that and that's why i hated facebook live because i could do you can do that whole thing with your phone and put it on instagram now, but then you can do a whole thing On instagram, pointing to your youtube channel like hey by the way, if you like cool stuff, like this like check out my youtube channel well and the beauty of the youtube channel, is it's more of a search engine. So the the long, lasting nature of your content.

On youtube, where, like you guys, have been saying, like you're, getting views on videos that were posted years ago, and yet there's still a key like brad, you said you're getting what 15 minutes of watch time per every minute was that what it was yeah per every Day, yeah, that's nice, whereas on facebook and instagram man, two or three days, 24 hours, yeah you're gone yeah all right chris. What you got! I would say that kind of touching on what tim said earlier: uh to expand on that is figuring out what you're good at figuring out, what you're not good at and then finding hacks for the things that you're not good at and so, for instance, glinda. She was talking earlier about how, if she looks at the camera, it all goes to crap, but if she looks just slightly off at a person, it all comes out naturally, so that's a hack for her to be comfortable on front of the camera. So it's like breaking like all of us, have fears like once.

We all like all of us have started with some type of fear of being on the camera, not knowing how to do this. It doesn't look this great it. I don't sound great all that sort of stuff, but we all find hacks and ways to get past that, and i think it's important and for me like when i was doing a lot of video earlier on. I felt like i was in this rabbit hole where i would just find out of a problem and go.

How do i fix that? How do i find solutions for me to get past that? So if it was, how do i i just sound like terrible in the camera? How do i get better audio like what mics are out there that'll work with this particular camera? That would give me the audio that i'm looking for lighting and then beyond that. It's like how do i get comfortable on camera? What can i shoot that has the best ab. You know a b test, like certain things like your thumbnails and all that sort of stuff, so i think solving a problem after another problem after another problem. Just the little things well and then looking back and seeing where you come from, that's the progression that i think all of us have experienced, which is pretty cool.

I think what you're saying is critical, because i would imagine there's you know like when i, when i create a lot of content on social, i'm training on do this. Do that tips, tactics and all that kind of stuff, and it seems like most people are like. I want to do video i feel like i have to do video, but i want to know the end all be all i want to be at the ending point of what's the gear. What's the lighting, what's the solution to all the problems and into your point chris, until i start testing things and seeing what works, i'm not going to identify the right problems and therefore i'm not going to find the right solutions, and so what's amazing, is this group Of people are highly technical, accomplished.

Creators of content, video grab that mic, but we've all educated ourselves after playing around with it and realizing the trial and error of it. We didn't just say: well, we sucked out that, let it go. No, all of us were in facebook groups on forums on youtube, chats like messaging, each other, trying to figure out how we can make things better um and i think that's something about everybody who's in coaching they're in coaching, because they want to be better. I love that all right.

Let's do one last question. I got ta feed you guys yeah, you do uh, so i think i mean, i think one of the things that we're all kind of talking about it's pretty consistent across the board is that it's content over quality and uh. You know tim said something yesterday where he was like well used to. You could just grab a camera and start doing something, and just the fact that you got over.

You know your fear of being on camera and you were a real estate agent now on film. It was fine right that you really didn't have to have great content and i think we're moving in a direction now where content is king, it's always been king, but it used to be like volume of content, but now i think it's the quality of content and Quality doesn't necessarily mean hd resolution necessarily necessarily high production. It's not necessarily just iphone. I think it's a good content mix, so i mean you have high production beautiful listing videos, but he also does the cell phone thing walking around um.

So i think there's going to be, you know, trending forward. I think there's going to be a lot more focus on this real estate. Agent is on camera and it looks good, but do they actually have the chops yeah? Is that a real estate agent? That's mastered their craft and actually knows what they're talking about, or is that someone with a good camera and i think, moving forward, that's where it's going to head so for for us we slowly escalated quality. You know i started with an iphone 4 right because that's the best quality that i had at the time um, but we always focus our quality on the clients first, so our as we escalated our quality, the first test of that quality wasn't on for us.

It wasn't on a youtube channel when it was just on our listing videos, because that represents the product. So we wanted to make sure that we were product facing so everything that we do the the first test of that new quality goes to our clients. Then we find other ways to use it other ways to integrate it, but we will also test content and then, if that little piece of content does well, then we put more time and quality behind it. Um i started.

I started testing reels just this past february. I guess it was. We had a huge snow in arkansas and people were talking about really. That was a great reel yeah.

I had no idea how to do a reel, so i tested with a personal story about you, know sledding, and so i actually did that double take uh the the app and where you can see my face and where i'm going like sledding down my hill but And so my friend saw and they're like oh that's funny, but what i was doing is trying to figure out how the app worked. I was trying to figure out like can i use this in the future, because now that i know what to do we're going to start to escalate the quality and start to use it for clients and that kind of thing, so i think pretty consistently. We've all been talking about the different ways to do things, but the content you guys are putting out is top tier, let's go tim and then we'll go phil yeah. I haven't thought that i've kind of gotten in the last two days, which is as an industry a lot of times.

We look at other agents and try to do more of what they're doing when a lot of the people that are in this room. Right. That are leading the way in the content, and ideas are looking at other industries and seeing what other creators are doing and bringing it to real estate, and so don't be so inspired by what other realtors are doing be inspired by what other content creators are doing And figuring out how to adapt that for real estate, because you know jeremy talked about in when he was talking about how he puts out a video and then the next over the next couple weeks. There's a couple people that have just copied his video and it will never be as good and it will never have the same if not.

Imitation is the ultimate sign of flattery, right, yeah and so go outside of realtor world. To find your ideas, the other big negative i've seen is that we look for feedback from other realtors and not enough from our audience. So we're hearing like agents say: oh you got on a scooter in a listing video, it's so unprofessional right, but i'm not listening to my audience and my audience is saying: that's great. You know so listen, listen more to your audience than you do.

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