Edutainment is here to stay! How to incorporate IG Reels, TikTok and YouTube Shorts into your 2022 plan

Katie Lance

Have you noticed a big trend in social media these days? American illustrator Peter Catalanotto coined the term “edutainment” in the 1990s while teaching students about writing and illustration, but I also think it’s so relevant today for Realtors in this day and age.

It’s hard to ignore the rise of TikTok, Instagram Reels and even the new YouTube Shorts.

When it comes to social media and real estate, I’m often asked, “What is the best type of content to create and post?”

As I’ve always said, I think it’s important that agents and brokers create content not just for the sake of content, but there is a tremendous value in building a content library that goes with you wherever you go. Social media is rented ground.

So, how can Realtors and real estate brokers employ the use of edutainment when it comes to building their brand, generating business and promoting their listings?

First, I think it’s important to understand why TikTok and Instagram are so addicting for many consumers. This past year-and-a-half there has been a tremendous amount of angst and noise in our news, and to be honest, I think it’s refreshing to a lot of us to watch short-form entertaining videos.

But that doesn’t mean that you can’t also create these types of videos for your business.

What do all these videos have in common? They’re all short-form — under one minute in length. In fact, the faster the better.

Here are three edutainment ideas:

One: You don’t always have to be on camera

Good news, right?! The next time you have a new listing, take out your phone and record five to 10 2-to-3-second clips on your phone. This might be a short clip of the kitchen, the backyard, opening the front door, walking to the home, etc. Your voice does not need to be on camera, and you don’t need to be on camera. Now, on your phone you have a handful of clips of that house.

Open up TikTok or Instagram Reels, add some trending music and a little bit of text, and voila — you have now created a quick and simple piece of content, informative but fun and playful.

As a bonus tip, you might even add your brand colors or logo.

Two: Tell a story of a milestone

I love using my 1 Second Everyday app to capture a 1-second clip throughout the course of a year. You can use this to create a quick video highlighting the progress of a year, but for real estate you might use this tool to create a quick video showcasing a local community, or a home being built, or the process of getting a home on the market.

I love using this app in conjunction with the Videoshop app to speed up the video, and with using 1 Second Everyday, even add pictures or videos to create something fun and engaging, as the music through Instagram reels or TikTok, and again you’ve created something fun and creative.

Three: Share a quick tip

What are questions you get asked all the time that you could answer in less than 30 seconds? Brainstorm a list of 10 to 15 quick tips that you could give when it comes to your community, relocation, moving, listing a home, buying a home, etc.

When you go to record each video, instead of recording it all the way through, record a few clips separately. You may record a quick introduction, then two or three points, and then a separate clip for the ending. Then, open up Instagram Reels or TikTok, upload each one of those clips, add a little bit of text and voila — there you go!

Now you’ve created a great piece of content that’s quick but also extremely helpful and can help establish yourself as an authority in your local area.

The key to incorporating edutainment into your content in 2021 and 2022 is getting a plan together for planning, creating and editing and then distributing your content.

Don’t forget that Instagram reels and TikTok can be shared outside the platforms. I love sharing our content to our e-mail database, as well as sharing them on other platforms like LinkedIn, Twitter, even Pinterest. I would love to hear from you. Are you creating edutainment? Let’s connect over Instagram @katielance, and let me know!

Katie Lance is the author of #GetSocialSmart and founder and CEO of Katie Lance Consulting, a social media strategy firm and founder of the #GetSocialSmart Academy.

Bring good news, cure curiosity and be an advisor

Amy Corr & Kevin Van Eck, @properties

Fall is the perfect time of year to schedule a real estate review with our clients. Like financial planners and advisors who meet with their clients annually, we have an opportunity to position ourselves as advisors in reviewing their real estate assets and the markets that surround them. It’s a great excuse to touch base and deepen relationships through sharing our expertise and insights.

This year has brought a unique opportunity where we’re able to share great news about current home values and the market outlook for 2022.

Advisor vs. Salesperson

The goal of the review is to position ourselves as an advisor, to extend our value and relationship outside of a transaction and to generate referrals from our past clients and current homeowners. We must enter the annual review as a resource, not as a pushy salesperson.

Keep It Simple

A full comparative market analysis isn’t necessary. A majority of those we’ll connect with are not looking to sell, so spending hours sourcing relevant properties and comparables is wasted time. Instead, prepare a general overview of what’s taken place over the last year. This can include using tools like InfoSparks or BrokerMetrics to produce a one-page summary of the market, and you might also include a one-line report showing similar listed and sold homes. Keeping it simple allows us to maximize our time in creating and delivering reviews without overwhelming homeowners with unnecessary information.

The Process

Start with your past clients that purchased 12 months ago, and work backward. Once you have your list of clients and packets, reach out with a call. Connect as you normally would and state the purpose of your call. That you are an advisor, much like a financial advisor, and would like to talk through an annual review of their real estate. A key phrase is to let them know that you’ve “prepared a packet,” so that they understand that you’ve already put equity into the review. Ask them for 10 minutes in the coming week to review, whether in person or virtually. You might even state that you understand that they’re likely not currently looking to buy or sell, but that many of your clients are interested in understanding what’s happening in their market. There may be some that are too busy or ask you to just send it to them. That’s OK, but know that the most effective way to connect with them and foster the relationship is face to face. The least effective way is to email the review, so your final effort, if unable to meet in person or virtually, should be to put it in the mail.

The Meeting and Closing Questions

During your meeting, catch up with each other by asking F.O.R.D. questions (family, occupation, recreation, dreams) to connect and hear if they might have life changes coming. Begin the review by highlighting a few interesting stats that illustrate what’s happening in their market — just give them the high level. If you’re asked about the value of their home, let them know that you would need to create and present a complete analysis, and that’s typically done when someone’s interested in selling. You can then ask if they have been thinking about selling. In wrapping up the meeting, there are two important questions:

What are your long-term plans for the property?

Is there anyone you know who would find a review like this valuable?

This is another opportunity to learn future real estate needs and to walk away from the meeting with introductions and potential referrals.

The annual real estate review allows us to stay in touch with past clients, position ourselves as a resource and generate referrals. The best part about the timing this year: We get to deliver positive news.