Youtube For Real Estate PLATFORM PSYCHOLOGY
As real estate agents, we are constantly searching for the most effective ways to connect with potential clients and grow our businesses. One platform that has proven to be a game-changer in the industry is YouTube. However, to truly harness the power of this platform, it's crucial to understand the underlying psychology of how viewers engage with content on YouTube.
Understanding Viewer Intentions and Behavior
When it comes to the various social media platforms available, it's important to recognize that each one caters to a specific mindset and intention among its users. For example, platforms like Facebook, Instagram, and TikTok are often used for casual browsing, entertainment, and short-form content consumption. In contrast, YouTube is a platform where viewers typically go with the intention of researching, learning, and consuming longer-form content.
Think about it - when was the last time you heard someone say, "Hey honey, it's time to buy a house. Let's go on Facebook and see what's on the market" or "Let's check out TikTok to find the best dancing real estate agent"? The reality is, most people don't turn to these platforms when they're actively searching for real estate information or services. They're more likely to head to a search engine like Google or directly to YouTube to find the content they're looking for.
The Power of Intention-Based Marketing
This is where the concept of "interruption marketing" versus "intention-based marketing" comes into play. Platforms like Facebook, Instagram, and TikTok are often considered interruption-based, as users are typically not actively searching for real estate content. They're there to kill time, be entertained, or connect with friends and family. In contrast, YouTube is an intention-based platform, where viewers are actively searching for information and are more likely to be in the mindset to engage with longer-form, educational content.
The implications of this are significant. When you create content for an interruption-based platform, you're essentially trying to interrupt someone's current activity and grab their attention. This can be an uphill battle, as the user's mindset is not aligned with your marketing goals. On the other hand, when you create content for an intention-based platform like YouTube, you're meeting your potential clients where they are - actively searching for the information you can provide.
The Power of Long-Form Content on YouTube
One of the key advantages of YouTube is the platform's ability to support longer-form content. While short-form content like Instagram Reels or TikTok videos can be effective for certain purposes, the real estate industry often benefits more from the depth and engagement that longer-form videos can provide.
Our own analytics at Passive Prospecting show that over 54% of our traffic comes from devices like TVs, computers, and tablets - devices that are typically used for more in-depth research and content consumption. The average view duration on these devices is over 9 minutes, which is a testament to the power of long-form content on YouTube.
Additionally, research shows that it takes approximately 6 minutes of video consumption for a viewer to start developing a relationship with the content creator. This means that if you're relying solely on short-form content, your viewers would need to watch a minimum of 6 to 12 of your videos before they even begin to feel a connection with you. In contrast, with longer-form content on YouTube, you have the opportunity to establish that relationship with your viewers from the very first video they watch.
Optimizing Your YouTube Presence for Maximum Impact
To truly capitalize on the power of YouTube for your real estate business, it's essential to optimize your content and channel for the platform's unique psychology and user behavior. This includes:
Focusing on creating long-form, educational, and valuable content that addresses your target audience's needs and questions.- Optimizing your video titles, descriptions, and tags to ensure your content is easily found by viewers searching for relevant information.
- Leveraging local SEO strategies to reach your local market and position yourself as the go-to expert in your area.
- Repurposing your long-form content into shorter clips for other platforms, but always directing viewers back to your YouTube channel.
- Engaging with your audience and building a loyal community of subscribers who see you as a trusted resource.
By understanding the platform psychology of YouTube and aligning your content strategy accordingly, you can unlock a powerful lead-generation and business-building tool that sets you apart from the competition. Remember, the key is to think like your potential clients and meet them where they are actively searching for the information and expertise you have to offer.
