The YouTube Playbook for Realtors: Turn Videos Into Leads in 2025
- Colby Casoria
- Nov 10
- 4 min read
In this week’s Every Move Collective Mastermind, we dove into one of the most untapped opportunities in real estate today — YouTube. Our guest, Jonah Richards, has personally generated over $250,000 in direct revenue from social media in just two years and currently oversees more than 75 real estate media projects each month through his company, REV Productions.
🧠 1. Why YouTube Is Realtors’ Most Overlooked Platform
Jonah started by addressing the elephant in the room: most agents underestimate YouTube.Unlike TikTok or Instagram, YouTube videos are evergreen — meaning they continue to attract viewers (and leads) for months or even years after posting.
“I had a video that did nothing for a year, then suddenly took off and got thousands of views,” Jonah shared. “That doesn’t happen on other platforms.”
He explained that YouTube:
Builds deeper trust because people spend more time watching you (5–15 minutes vs. 15-second Reels)
Offers evergreen discoverability — the algorithm continues surfacing your videos long after posting
Helps warm your existing leads, not just attract new ones
YouTube is also the #2 platform homebuyers use (after Zillow) to research neighborhoods, communities, and lifestyles before moving — which means the opportunity for Realtors is massive.
🎯 2. Building a YouTube Strategy That Works
The foundation of Jonah’s YouTube approach is specificity and authenticity.
He emphasized getting hyper-local:
“You don’t need thousands of views. You just need the right hundred people — the ones ready to buy in your area.”
🔍 Step 1: Know Your Avatar
Define your ideal client and speak directly to them.Example: “Families relocating to North County San Diego” or “Young professionals buying their first condo in Westchester.”
🗣️ Step 2: Be Real
Skip the polished perfection.
“The videos I cringe to post are always the ones that perform best,” Jonah laughed. “If you sound like you do when you talk to your friends, you’re doing it right.”
🧩 Step 3: Make It Obvious
Your channel should instantly tell viewers who you are and what area you serve — include your name, city, and a clean, simple banner.
📹 3. Content Ideas That Attract Clients
Jonah outlined several content pillars that perform best for real estate agents:
🌆 Neighborhood Tours
Walk or drive through local communities — highlight parks, restaurants, schools, and what makes the area unique.
🍽️ Lifestyle & Local Features
Even simple videos like “Best Restaurants in Carlsbad” or “A Day in the Life of Living in Santa Monica” help viewers imagine themselves living there.
🏡 Market & Area Insights
Create hyper-local market updates.
“Don’t talk about [San Diego] as a whole,” Jonah advised. “Talk about what’s happening specifically in Encinitas or Del Mar.”
🧳 Relocation & Comparison Videos
“Pros and Cons of Moving to…” or “Living in X vs. Y” are some of the most searched topics on YouTube.
Jonah recommends roughly 70% educational/real estate content and 30% lifestyle/personal content to humanize your brand.
🧱 4. How to Structure a Video That Converts
Jonah’s simple 3-part framework for every video:
Hook – Grab attention immediately.Example: “Thinking about moving to Carlsbad? Here are 5 things you must know before you do.”
Core/Value – Deliver on your promise. Share local insights, stats, or personal experiences.
Call to Action (CTA) – Tell viewers exactly what to do next.Example: “If you’re considering a move to Carlsbad, send me a DM on Instagram — I’d love to help.”
“You’d be shocked how many people will take action if you simply tell them what to do next.”
⚙️ 5. Tools, Tech & Workflow
Jonah made it clear that you don’t need expensive gear to get started.
Start Simple:
$30 tripod from Amazon
Smartphone camera
Natural lighting
Editing & Repurposing Tools:
CapCut – easy editing app (mobile or desktop)
OpusClip.ai – automatically cuts long-form videos into short-form clips
Canva – for clean, professional thumbnails
Hiring Help: If you want an editor, search for “YouTube Video Editor” on Upwork or Fiverr, or reach out to a professional media company like REV Productions.
🔍 6. SEO, Consistency & Growth Strategy
🧩 Simplify Your SEO Approach
Jonah shared that Realtors don’t need to master complex SEO to get results. Start with the basics:
Use searchable keywords your ideal clients are actually typing in (e.g. “Moving to Carlsbad” or “Living in Westchester County”)
Write clear, natural titles that sound like something your audience would search
Include keywords in your video descriptions and tags
Add timestamps and relevant hashtags to help YouTube index your content
AI tools like ChatGPT or Taja can help generate SEO-friendly titles and descriptions, but your focus should remain on helpful, human content that speaks to your audience’s real questions.
📅 Consistency Beats Complexity
Jonah encouraged agents to commit to a repeatable rhythm rather than sporadic bursts of content.
“Start with one video per week — it’s enough to build traction without burning out.”
Batch filming and repurposing (turning one long-form video into multiple Shorts or Reels) helps maintain that consistency while saving time.
🧪 Test, Learn, Repeat
YouTube rewards experimentation. Jonah’s growth strategy is simple:
Post consistently for at least 90 days.
Review analytics — which videos got the most watch time or engagement?
Double down on what works and tweak what doesn’t.
“When something performs well, don’t overthink it — just do more of that,” he said. “That’s literally my entire social media strategy.”
🏁 Closing Takeaways
Jonah wrapped the session with one core message:
“YouTube won’t replace your lead gen — but it will amplify everything you’re already doing.”
By building trust through consistent, valuable, hyper-local video content, Realtors can stay top-of-mind with buyers and sellers long before the first consultation.
🎥 Watch the Full Replay
📅 Next Up on EMC Monday Masterminds
Join us for our next session on Monday November 24th: Luxury Real Estate — where we’ll learn how top agents are elevating their brand, clientele, and marketing approach. RSVP link here.
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