📹 Estate Agents: Why Video is a Game Changer (And How It Transforms Valuations Before You Even Arrive)
- admin17857
- Oct 2
- 3 min read
Video isn’t just about showcasing properties anymore. It’s about showcasing you.
Sellers want to know they can connect and work with their agent.
Video lets them see your personality, values, and approach before they even meet you.
Imagine walking into a valuation where the potential client already feels like they know you and says:
"I’m not calling anyone else out as I know you’re the right agent."
That’s the power of video.
The Pre-Framing RevolutionThis is what we call pre-framing. Positioning yourself as the obvious choice before the actual sales conversation begins.
Traditional approach: Turn up at a valuation cold. Spend 20 minutes building rapport. Hope they like you. Compete against 2 or 3 other agents.
Video approach: They have already watched your market updates, area insights, and property tours. They feel like they know you. The valuation becomes a formality rather than a pitch.
The difference?
You are not competing. You are confirming what they already believe.
The Touchpoint Reality Nobody Talks About
Consumers now need 20 to 30 touchpoints before making a high-value decision like choosing an estate agent.
A touchpoint is any interaction with your brand:
Seeing your social media post.
Watching your video.
Visiting your website.
Reading your email.
Seeing your ad.
Without video, creating 20 to 30 meaningful touchpoints is nearly impossible.
Why Video Creates Touchpoints at Scale
One property video can generate:
500 to 2000 views across social platforms.
50 to 100 people watching.
50 percent or more of the content.
20 to 30 people watching the entire video.
Multiple exposures as it appears in feeds over several days.
Compare that to:
A social media post: 1 touchpoint, 2 seconds of attention.
An email: 1 touchpoint, if they open it.
A leaflet: 1 touchpoint, probably binned.
Video creates multiple, meaningful touchpoints that build genuine familiarity.
The Connection Before Contact Strategy
When someone watches your videos regularly, something powerful happens:
Week 1: "There’s an agent posting market updates".
Week 4: "I recognise that agent from their videos".
Week 8: "I feel like I know their approach to property".
Week 12: "When I’m ready to sell, I’m calling them first".
This is pre-framing in action.
What Video Actually Showcases
Your Personality: Are you energetic? Professional? Approachable? Video shows this instantly.
Your Values: Do you care about community? Service? Knowledge? Video demonstrates this naturally.
Your Expertise: Do you know your market? Can you explain complex topics simply?
Video proves this convincingly.
Text and photos cannot compete with video for building this connection.
The Valuation Transformation
Agent without video:
"Hi, I’m Sarah from XYZ Estate Agents."
Spends 15 minutes building rapport from scratch.
Competes with 2 other agents they have never heard of.
Agent with consistent video presence:
"Sarah! Come in. I’ve been watching your market updates for months. I feel like I already know you. We’re not bothering with other agents."Valuation becomes a collaborative discussion, not a competition.
That is the difference video makes.
The Touchpoint Multiplication Effect
One video plus Facebook ads =
1000 views in your local area.
200 people watch 25 percent or more (touchpoint created).
100 people watch 50 percent or more (stronger touchpoint).
50 people watch 75 percent or more (very strong touchpoint).
Those viewers then see:
Your retargeting ads.
Your organic posts.
Your property content.
Your local area insights.
Within 3 months, the right people have had 20 or more meaningful touchpoints with you.
The SocialPal Video Strategy
Our SocialPal managed service uses video at every opportunity, building audiences of people watching certain percentages of your videos, both organic and paid.
Why this matters:
Someone who watches 25 percent of your video = added to retargeting audience.
Someone who watches 75 percent = added to highly engaged audience.
These audiences then receive tailored follow-up content.
This creates systematic touchpoint generation that pre-frames you as the local expert.
Every video you create becomes an audience-building tool feeding into your Perfect Funnel strategy.
The Bottom Line
Video is not just another marketing tactic. It is the pre-framing tool that transforms valuations from competitive pitches into collaborative conversations.
Without video, you are starting every valuation from zero trust.With video, you are walking in with 20 or more touchpoints of familiarity already established.
The sellers already feel like they know you, understand your values, and trust your approach.
Ready to build a video strategy that pre-frames you as the obvious choice in your market?
SocialPal handles systematic video distribution and audience building that creates 20 or more touchpoints with your local market:https://socialpal.info/
Want to learn how to implement video pre-framing yourself? Our toolkit will help you build the touchpoints that transform
Share this with any agents still relying on cold valuations instead of building video familiarity.
Hope this Helps!
Chat Soon,
Paul
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