Over the last decade, video has become a vital marketing tool for real estate professionals. It likely doesn’t surprise you that 80% of consumers watch online videos. But did you know video persuaded half of those viewers to purchase? The same is true in real estate.
Prospective home buyers most often see a home online first. Their initial touchpoint is usually a video, either of the homes they’re interested in or an agent they might want to work with. For this reason, video marketing is essential for real estate agents and brokers.
We had the privilege of chatting with Joe Siciliano, a managing broker with Compass’ real estate brokerage in Chicago. Siciliano has 30+ years of experience in real estate, and Compass is the largest residential real estate brokerage in the United States by sales volume.
In this short interview with Joe Siciliano, we uncover dozens of practical tips for incorporating video to build stronger business relationships, gain new listings, and sell more homes. Learn how to leverage videos that drive action as a real estate agent.
Video Marketing for Real Estate: A Guide To Building Connections
Use Video To Build Your Authentic Brand
“Be authentic and build genuine connections with clients. Taking action now is more important than waiting for it to be perfect a month later. You’ll figure it out as you go.”
Joe Siciliano, Compass
Siciliano’s primary message on video marketing for real estate agents is to be authentic and build your brand. He reiterates that authenticity is more important than perfection, and video is an easy way to showcase your expertise and personality.
Reach Out to Five People Daily
“Video, over the last 10-15 years, has become an integral part of our business in many ways. It goes back to making truly authentic connections with people.”
Joe Siciliano, Compass
Siciliano recommends reaching out to five people in your sphere of influence daily. For example, if a past client recently visited Hawaii, reach out to inquire about their favorite part of the trip.
Share five personal messages in short, two-minute videos across your network daily. This regular action will multiply your impact over time. Production level isn’t important here; it’s all about connecting with folks through authentic exchanges.
Share Your Expertise on Social Media
“You want to be a go-to resource for clients. For example, a video on the ‘Top 10 Things to Consider When Buying Lakefront Property’ provides insights that build credibility and trust.”
Joe Siciliano, Compass
Create niche-focused videos that highlight your specialization. For example, an agent specializing in lakefront homes can use video to demonstrate expertise and provide unique value. In this way, you leverage video to solve problems and answer client questions.
Create A Video Website (or Vlog)
“You’re never going to compete with Realtor.com from a sheer number of views—but don’t try to be all things to all people. Agents use their website to showcase their team, philosophy, video testimonials, and thought leadership.”
Joe Siciliano, Compass
A 2024 NAR survey, Profile of Home Buyers and Sellers, showcases opportunities for agents to stand out. The study uncovered that sellers expect agents to list homes on their websites in addition to the MLS.
Yet, only 46% of agents market homes for sale on their website, leaving an opening for many agents to up their game. The survey revealed that home shoppers value websites visually representing the property with detailed property information and floor plans.
Consistency Is Key
“Consistency is key. Commit to your schedule—whether it’s one video a week or a month—and stick to it. Over time, your audience will value your insights and remember you when they’re ready to buy or sell.”
Joe Siciliano, Compass
While patience is essential, agents who embrace video as a consistent practice gain the most success. Siciliano suggests creating a realistic posting plan, given agents’ hectic schedules.
Invest In Production
“When showcasing homes, video quality is super important. The seller expects it to be a beautiful production with great lighting—everything has to be right. If I’m professional, my video needs to look professional.”
Joe Siciliano, Compass
When creating content to showcase your expertise and the homes you’re selling, Siciliano strongly recommends hiring a professional videographer and editor to ensure clients recognize your professionalism immediately. Ultimately, it’s worth investing the money into producing professional-level videos as a real estate agent.
More Actionable Insights for Marketing With Video
“This business is developing relationships and nurturing those relationships for a long time.”
Joe Siciliano, Compass
Ready to level up your video marketing? Watch the interview for more actionable tips and video content ideas from real estate veteran Joe Siciliano. You’ll gain at least one new idea to add to your video marketing playbook—whether you’re a real estate agent or not.
Or check out our other resources on video for business:
