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Key Takeaways
- The "Searchability" Factor: Why YouTube is your most powerful tool for being discovered by local clients.
- Authenticity Over Polish: Why raw, genuine videos actually convert better than expensive, high-production content.
- The Power of the Early CTA: The simple secret Mike uses to double his lead conversion on YouTube.
- AI as Your Assistant: How to use AI for scripting and SEO without losing your personal touch.
Why should real estate agents use video instead of text posts?
Video builds a "know, like, and trust" factor that text cannot replicate. While a real estate AI script generator can help you write, appearing on camera establishes a genuine relationship before you even meet. In a world where consumers can get data from Zillow instantly, they hire agents for their personality and experience.
Pro tips
- Focus on being relatable; don't try to be a "big personality" if that isn't you.
- Let people see your life, like your dog or your favorite local coffee shop, to build rapport.
Which platform is best for starting a real estate video journey?
Mike recommends starting on Instagram to build the habit of recording. Instagram is excellent for brand awareness and reaching a wide demographic. However, once you are comfortable, you must transition to YouTube for long-term real estate lead generation, as its content remains searchable for years.
Pro tips
- Commit to posting on Instagram three times a week for three months to build consistency.
- Use an iPhone teleprompter app to keep your delivery smooth while you're learning.
How can an introvert succeed with real estate video?
You don't have to be an extrovert to make six figures in commissions. Mike shares the story of a shy, data-driven agent with only 200 subscribers who earns over $100,000 a month. By speaking directly to other data-driven introverts, she created a niche where her authenticity acted as a magnet.
What are the most effective types of real estate videos?
Mike Sherrad recommends 5 real estate video types that aren't just content—they are a deliberate funnel designed to build authority, trust, and a constant stream of inbound leads:
Here is a breakdown of the five essential video types, their strategic importance, and real-world examples:
1. Relocation Guides: The Ultimate Lead Magnet
A Relocation Guide is a comprehensive, high-level overview of your city, covering essentials like geography, cost of living, top schools, and major employers. Strategically, this acts as your top-of-funnel lead magnet. Because out-of-state buyers start their search on YouTube long before they contact an agent, providing a "one-stop shop" of local information positions you as their first point of contact and their most trusted resource before they even step off the plane.
2. Pros and Cons: Building Instant Rapport
These videos provide a balanced, honest look at the reality of living in your area—pairing the "sunshine and rainbows" with the "traffic and humidity." This content is critical for building immediate trust through transparency. In an industry where many agents only show the highlight reel, being honest about the downsides proves you are a consultant, not just a salesperson. This authenticity is what ultimately converts a casual viewer into a loyal client.
3. "Why You Shouldn't Move Here": The CTR Powerhouse
Often a more provocative version of the "Cons" video, this uses a "pattern-interrupt" title to warn viewers about who might not fit the local lifestyle. Beyond being a click-through-rate (CTR) powerhouse—since humans are biologically wired to click on warnings—it serves as a strategic lead filter. It attracts high-intent viewers who want the "real truth" and ensures you spend your time with clients who are truly aligned with the local market.
4. Market Reports: Establishing Professional Authority
A Market Report is a data-driven update on local trends, including median prices, inventory levels, and interest rate impacts. While lifestyle videos attract buyers, data-heavy reports are what attract sellers. By showcasing your finger on the pulse of the local economy, you provide homeowners with the confidence that you have the expertise required to manage their most significant financial asset.
5. Community & Neighborhood Tours: Proving Hyper-Local Expertise
These are "boots-on-the-ground" tours of specific subdivisions, highlighting local parks, grocery stores, and the general "vibe" of the streets. This content is vital for hyper-local conversion. It allows buyers to visualize their daily life beyond the four walls of a house. When a lead sees you walking the very streets they are researching, you stop being a "general agent" and become the undisputed "neighborhood specialist."
Why is a "Why You Should NOT Move Here" video so effective?
Psychologically, people are more motivated to avoid pain than to seek pleasure. A video highlighting the downsides of your city (with a bit of satire) piques curiosity and builds massive trust. It shows you are an honest local expert, not just a salesperson trying to close a deal.
How do I get actual leads from my YouTube videos?
The biggest mistake agents make is putting their Call to Action (CTA) at the end. Mike explains that 70% of viewers watch the first 30 seconds, but only 30% stay until the end. To double your leads, place your CTA immediately after your 15-30 second "hook."
Pro tips
- Tell viewers exactly what to do: "Click the link in the description to book a call."
- Mention that "people just like you" are reaching out every week.
What is the best schedule for posting real estate videos?
Start with one long-form video per week on YouTube to avoid burnout. Once you have a repeatable workflow, bump it up to two videos per week. Posting twice a week often results in a 4x increase in growth compared to just once a week.
How important is professional video editing?
In 2026, raw and unpolished content is actually trending higher than over-edited videos. While you can use AI video editing tools to add subtitles or remove backgrounds, the "Alex Hormozi" style of sensory overload is being replaced by genuine, face-to-camera communication.
What is the most important part of a YouTube video?
The thumbnail and the title are the most critical elements. If no one clicks, the quality of your video doesn't matter. Mike uses AI tools to generate high-click-rate thumbnails, allowing him to test different emotions—like "shocked" or "excited"—to see what his audience prefers.
How can AI help real estate agents with video?
AI has leveled the playing field for agents who aren't "techy." You can use AI to generate SEO-optimized titles, descriptions, and keywords in seconds. Using an online teleprompter paired with AI-generated scripts ensures you never run out of things to say.
Mike Sherrard's Recommended Toolkit
To keep your process simple and effective, Mike suggests focusing on a few key tools rather than overcomplicating your "tech stack":
- ChatGPT or Gemini: For ideation, SEO optimization, and scripting.
- Gamma: For creating high-quality listing presentations and lead magnets.
- Lovable: For building simple funnel pages for your leads.
- BIGVU: As an all-in-one solution for AI subtitles, teleprompter recording, and social sharing.
- Pixels or NanoBannana: For AI-powered thumbnail creation.
Conclusion
Moving from the "overwhelmed agent" to the "market leader" doesn't require a Hollywood production crew. As Mike Sherrard often says, "Done is better than perfect." The imperfect video you post today is infinitely more valuable to your business than the "perfect" video sitting in your drafts.
Start by focusing on communication—the most important skill in real estate. By leveraging video for your verbal presence and AI for your written strategy, you can build a repeatable lead-generation engine. Stop chasing views and start chasing the right connections.
Start Creating Videos with BIGVU Today
About Mike Sherrard
Mike Sherrard is a top-producing agent at eXp Realty and a leading coach for real estate agents looking to scale through social media.
- Website: mikesherrard.com
- YouTube: @MikeSherrard
- Instagram: @mike_sherrard
- TikTok: @mike_sherrard
