How Real Estate Agents Can Create Engaging Video Content Without Reinventing the Wheel

If you're a real estate agent struggling to come up with content for your videos, I have great news for you—you don’t need to start from scratch. The market is always shifting, and the strategies that worked yesterday may not be enough today. So, how can you stay ahead, provide value to your audience, and position yourself as an expert? The answer is simple: use what you already know!

Recently, I took on a challenge to create more video content and share it on YouTube. Like many of you, I found myself staring at the camera, thinking, “What should I say?” But then I realized—I already had all the content I needed right in front of me.

Leverage Existing Resources Like SHIFT

One of the best books for real estate professionals is SHIFT by Gary Keller. It’s packed with proven strategies for navigating market changes, pricing homes correctly, and guiding clients through tough decisions. If you have a copy, use it as a foundation for your content.

For example, I recently revisited Tactic 7: Pricing Strategies and Tactic 9: Buyer Conversations & Objections—two tactics that were game-changers when I first read the book in 2009. I used to listen to them on repeat while driving, and the insights are still relevant today.

Instead of overcomplicating your content creation process, why not pull insights from books, training, or personal experiences and share them in a way that helps your audience? Sellers need to understand that pricing a home correctly from the start is key. They only get one chance to make a first impression, and if a home is overpriced, it will sit on the market and ultimately sell for less.

Educate Your Clients & Establish Authority

Your audience wants clear, valuable information. When you create content around topics like pricing strategies, market conditions, and buyer behavior, you position yourself as the trusted expert.

One concept I always emphasize is “Go-To Market Price,” a term inspired by Phil M Jones. This term helps shift the conversation from an emotional pricing decision to a strategic, data-driven approach. James Shaw also refers to it as a Strategic Price—which is exactly what we should be guiding our sellers toward. Instead of making guarantees on what a home will sell for, we educate, present the data, and help sellers understand value from a buyer’s perspective.

Buyers are looking for the best value—meaning the best price, the best condition, and a location that fits their needs. When you can clearly explain this to sellers, you build trust and increase the chances of a successful sale.

Keep It Real & Relatable

One of the biggest mistakes agents make with video content is trying to be perfect. Guess what? You don’t need a script. You don’t need a fancy production. You just need to be yourself and share what you already know in a way that resonates with your audience.

When I recorded my recent video, I fumbled my words, laughed at myself, and kept going. And you know what? That’s okay! Authenticity builds connections. Clients don’t want perfection—they want a real person who understands their needs and can guide them through the process.

Your Next Step: Take Action

Now that you know you don’t need to reinvent the wheel, it’s time to take action. Here’s what I challenge you to do:

1. Pick a topic from SHIFT or another trusted resource.

2. Turn on your camera and start talking—no script needed!

3. Educate your audience with real insights that will help them buy or sell with confidence.

4. Post it on YouTube, Facebook, Instagram, or wherever your ideal clients are.

The more you show up and share valuable content, the more trust you’ll build—and that’s what leads to more referrals, more listings, and more success in your business.

If this strategy makes sense to you, I’d love to hear your thoughts! Drop a comment below and let me know: What’s one pricing tip you use with your sellers? Let’s keep the conversation going and support each other in creating content that makes an impact.

And if you want to dive deeper into strategies that can take your real estate business to the next level, book me for a training session in your market center! Let’s make sure you and your team are equipped with the best tools, scripts, and strategies to thrive in any market. Reach out to schedule a session today!