5 Keys to Making Great Videos with KCM Member Will Lau
Why Video Needs to be a Key Element of Your Marketing Strategy
Thanks to Covid and the shifting landscape to all things virtual, our relationship with video has permanently changed… from something that was saved for special occasions or important campaigns to being an integral part of our regular marketing strategy.
Which means that getting on camera to educate and connect with your audience is more important than ever before. Looking for proof? The most recent data from Cisco projected that by 2022, there would be almost a million minutes of video on the internet… and that 82% of all consumer web traffic would, in fact, be from video.
With the development of smartphones and the invention of virtual meeting and recording platforms, you no longer need fancy equipment or an expensive studio to create your own videos. In fact, 55% of video marketers create all their own videos in-house. So if you’ve been putting off video marketing due to a lack of experience, equipment, and knowledge, the simple truth is…you don’t need any of those things to get started.
All you need is a smartphone and a desire to learn and grow. Like marketing expert and Tom Ferry Coach Jason Pantana says best, “The toughest video to make is the first one. Runner-up is the next one. It never gets any easier—you just get better.”
When you’re recording videos to share on social media or send via text or email, your audience isn’t looking for professionally filmed, studio-quality videos.
It’s okay if you mess up a word here and there—your audience doesn’t expect you to be perfect. And since one of the key benefits of using video is to be able to establish connections and present information in a way that your audience can relate to, little mistakes every so often will just make you seem more human.
But again, like anything else you want to get good at, getting comfortable with making videos requires practice. Like Tom Ferry says, “your results are in the repetition.”
Today we’re going to dive into the 5 Keys to Making Great Videos and look at how one KCM Member–Will Lau–has put these strategies into action and is CRUSHING the Instagram game with his videos!
“Where there’s a Will, there’s a Way to meet your home needs.”
Born and raised in Orange County, CA, Will jokingly comments that he got his start at his parent’s Chinese restaurant as a dishwasher (Ta Chen – still operating today after nearly 40 years of service)! Although it wasn’t always enjoyable, his 20+ years of experience at the family restaurant put him on the right track for a future service industry – Real Estate.
After graduating from UCLA with a B.A. in International Development Studies and a Minor in Mandarin Chinese, his first job was in the Biomedical Field working in the Supply Chain at Beckman Coulter. After 6 years of experience as a Procurement Manager while doing Real Estate part-time for 5+ years, he transitioned into Real Estate full-time.
Since then, he’s had experience and taken on leadership responsibilities with a number of brokerages, including Century 21, Berkshire Hathaway, and Keller Williams. In 2020 Will partnered with EXP Realty and started his team Will and Way Homes.
They’ve been fortunate enough to serve over 120 people and families while covering all the major cities in Southern California. By 2027 they look forward to serving 250+ people/families in fulfilling their home selling, buying, and investing needs.
Will is consistently in the top 1% of agents in the North Orange County area, serving close to 40 families a year and grew his sales volume 60% from 2019 to 2022.
Will is based in Disneyland, CA (Anaheim) but serves throughout Southern California: Orange County, Los Angeles, Riverside County – just to name a few. With a market like Disneyland, he’s got no shortage of inspiration for entertaining and engaging content!
Will got started with video marketing on Instagram back in 2017, but really started to expand his reach with Instagram Reels in 2020. Practice makes perfect, right?
He also makes it a huge point to utilize the data & insights provided by KCM to back up his entertaining videos to provide context to his clients about what’s going on in the market.
So what are the 5 keys to successful video marketing? Let’s take a look at the strategies and see them in action with some of Will’s videos!
5 Keys to Successful Video Marketing, with real-life examples from Will
1 | Be authentic
When it comes to making videos, you need to think like an individual, not a brand. When you’re scrolling through TikTok on your lunch break at work, or when you’re laying in bed at night browsing through Instagram Reels instead of going to sleep at a decent time–what makes you laugh? What makes you pause your scrolling and actually watch a particular video? When you’re searching YouTube for a “how-to” video or a deep dive on something, what makes you choose to watch one video over another?
Observe, test, and learn. Most videos designed for social media are quickly consumed, so don’t be afraid to try something different–it’s important to push yourself out of your comfort zone. The #1 fear in the world is public speaking, followed closely, I would argue, by being on camera. If you never practice, you’ll never get better. Remember that when it comes to video, done is better than perfect.
Here are a few examples of authenticity in action by Will:
Example #1
Share a blooper reel. This is a great way to show off your personality and also seem more relatable to your audience.
Example #2
Showcase your market, not just your listings. One of my favorite examples from Will is his series, “Looking for customers in Disney!”
Example #3
Create a “day in the life” video to give your audience a behind-the-scenes look into your typical work day, or even showcase a special event.
2 | Keep it simple
It’s worth repeating that most videos designed for social media are consumed quickly, and by quickly, we do mean quickly. Studies show that you’ve got just 3 seconds to grab your audience’s attention to get them to stop scrolling and actually watch your video. Check out this Hootsuite article for a breakdown of how long your videos should be depending on the platforms you use.
So, how can you create videos that: a) people want to watch, and b) clearly and effectively communicate your message?
One suggestion Will has for those who are just getting started out with video is to keep it short and sweet. Don’t feel pressured to start with 5-10 minute long market updates! Instagram stories and reels are a fantastic way to share quick and easy videos that can help limit your on-camera time as you build your confidence on video.
Here are a few basic tips:
- Check your audio quality–make sure that everything sounds crisp and clean. You should be recording your video in a quiet space free from any background noise. If you’re recording outside, make sure you test your audio–wind and other unpredictable sounds can ruin the quality of your audio.
- Use clear visuals to communicate your message. One of the biggest benefits of video is the opportunity to communicate something to our audience visually, since most people are visual learners. If you’re using special effects or other filters, make sure that they don’t distort your visuals or other aspects of your video.
- Include closed captions. Including closed captions is a great way to make your video accessible and easy to understand, even without the sound on. You can learn more about using Instagram’s in-app editor to add captions to your videos in this training video.
- Use movement, transitions, and/or on-screen text to capture your audience’s attention at the beginning of a video. Remember, you’ve basically got 3 seconds to peak their interest before they’re on to the next video.
You can learn more about optimizing your videos for social media in this training article. Let’s check out a few examples of Will keeping it simple in his videos:
Example #1
Debunk Common Myths. This video is a great example of how you can limit your time on camera while still producing an effective video.
Example #2
Share a clip or gif from a popular show. Not only is this a great example of R&D, but it’s also both relatable and entertaining.
Example #3
Share a seller’s tip – but make it funny. Not only is this Reel entertaining, but it also provides practical advice, (and is set to a catchy song).
3 | Provide Value
In a shifting market like the one we’re currently experiencing, being able to connect with and educate your audience is more important than ever before. With headlines that continue to promote fear and uncertainty around housing, your job is to be able to educate your clients to enable them to navigate the market and make the best decision possible for their current situation.
Video provides you with an awesome opportunity to visually communicate what’s going on in the market to your clients. Since most people aren’t used to looking at and researching real estate data on their own, creating short videos using charts, graphs, and other visuals to offer “bite-sized” explanations of more complex market topics is a great way to meet your clients where they’re at.
Here’s a few examples of Will providing value to his audience through his videos:
Example #1
Give a quick market update. By far my favorite types of videos are those that entertain while they educate–that’s actually what first caught my attention with Will’s content!
Example #2
Share a testimonial. Social proof is one of the most important factors in the decision-making process. Show your audience exactly how you’ve helped other clients!
Example #3
Repurpose your KCM content! Use on-screen text to visually communicate your message. Also notice how Will included even more details on the topic of his video in the caption.
4 | Stay engaged with your audience, both on and offline
Data shows that people are 2x as likely to share video content with their friends than any other type of content, including social media posts, blog posts/articles and product pages.
Will has SO many great examples of engaging with his audience, both online as well as out in his community. Let’s check out a few of his videos:
Example #1
Hop on trends (this doesn’t necessarily mean you have to learn the latest TikTok dance, look out for trending audio as you browse through Reels).
Example #2
Ask a question, online or in person. In this example, Will engages his online audience by asking a question about a home feature presented in the video.
Example #3
Get out of your comfort zone. “Instead of getting info from online sites – ask for feedback live and IRL…Pretty interesting to see what people say – just be prepared!” – Will
5 | Repurpose your content (no need to reinvent the wheel, remember to R&D)
This has kind of been a theme throughout, but it’s important enough that it gets its own number. Time is one of your most valuable assets, and also hard to come by in an industry like real estate. Which is why it’s so important to use what you’ve got. Pull video clips from YouTube interviews or customer testimonials. Use your KCM content. Use the free tools provided to you within your social media platforms to remix, edit, and add fresh effects to your videos.
Pro Tip: Both Instagram Stories & Reels can be cross-posted with Facebook
Let’s take a look at a few examples of Will repurposing his content:
Example #1
Repurpose your KCM Content. Again notice how Will uses on-screen text to communicate a message, as well as providing even more detail & context in the Reel’s caption.
Example #2
Listing photos and property tours are hands-down the most shared type of content by real estate professionals online. Plus it makes for free advertising and easy-to-create content!
Example #3
Repurpose the research you’re already doing into a quick market update. You don’t have to dance on camera like Will does, but it just might help boost your engagement.
Bottom Line
So to wrap everything up, here are some key takeaways about video marketing:
- Video can increase open rates by 𝟭𝟵% and click rates by 𝟲𝟱% (Campaign Monitor)
- Video is the #𝟏 form of media used in content strategy, overtaking blogs and infographics. (HubSpot)
- Video is THE BEST way to connect with and educate your audience.
Simply put—if you’re looking to stand out from other agents—getting on camera is the BEST way to do just that. Jason Pantana puts it best, “Pure and simple, if video isn’t the centerpiece of ALL your marketing activities—candidly, your marketing is out of focus.”
Thanks for taking a few minutes to educate yourselves on the importance of video in your marketing strategy! Remember, when it comes to video, done is better than perfect. Visit your training center for more tips, tricks, and resources to help you get started with video today. And you can check out more of Will’s videos on his Instagram page.
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