Promoting and hosting a virtual open house involves many of the steps and resources of a live, in-person version – with a major twist.
“Now you just use the digital versions of all those same tools.”
That was an insight shared May 5 by Mustafa Hammond, a Facebook Client Solutions Manager who talked virtual open houses with RE/MAX Chief Customer Officer Nick Bailey on “Good Morning RE/MAX.”
A big point, Hammond said, is that agents should realize the virtual production doesn’t have to be perfect. Mostly, they just need to be themselves.
“Roll with the punches, just like real life,” he said. “People care a lot more about authenticity and your ability to offer information than the polish of a video.”
Hammond shared advice and tips with RE/MAX agents around the world during the show. Here’s a sampling:
Create buzz
The first step, Hammond said, is creating a Facebook event post to generate excitement around the open house. It’s the virtual balloon in the yard. Agents can even pay to boost the post so all of their followers see it.
Be prepared to go live
Hammond says agents need to get comfortable with video and going on Facebook Live. During the virtual open house, they should be ready to answer questions about the home, its history, the previous owners and anything else one might expect.
Make the video shine
Some quick tips:
· Hold the phone vertically
· Use a phone gimbal (think of it as an enhanced selfie stick) to steady the cam and limit bouncing
· Keep the Live to 20-25 minutes
· Go slower than usual
· Do a 1-2 minute introduction of yourself and the home
· Every 5 minutes, remind viewers, who may have joined the live at different times, of the address and that they can drop a question in the comments
Download the video
While the Facebook Live video automatically publishes to the agent’s Facebook business page, Hammond suggests also downloading it to make the content go further. For instance, the video – or just snippets of it – can be posted on YouTube or a website. Also, agents can create 15-second video clips to promote the listing with Facebook ads.
If using Facebook ads, use Megaphone
RE/MAX affiliates should use Megaphone to place their ads, Hammond said. Exclusive to RE/MAX, Megaphone helps place ads across the web and on social media.
“Megaphone is perfect,” Hammond said. “It leverages all of our best practices. It’s a wonderful tool for you.”
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Written by Luke Graham
