Background
Building a solid YouTube presence is crucial for businesses looking to increase brand awareness and generate leads in today’s digital age. Recognizing this opportunity, Living San Antonio, Texas, a real estate brand for Frank Duran, embarked on a strategic project to enhance its digital branding and establish a dedicated YouTube channel as a central component of its passive marketing strategy.
Objectives
The primary objectives of this project were to:
- Generate Leads: Convert viewers and subscribers into leads by directing traffic to https://www.livingsanantoniotexas.com website and generating phone calls.
- Engage with Potential Customers: Create valuable and engaging content to attract and retain a dedicated audience.
- Enhance Brand Visibility: Increase Living San Antonio, Texas’ online presence and brand recognition among target audiences.
Research
Competitive Analysis: Several realtors have YouTube channels focused on San Antonio, which proves that a YouTube channel can generate leads for a real estate business. However, as competitors, it also outlines the keywords to target to outrank competitors in search results.
Weakness & Opportunity: There are several realtors on YouTube, but most competitors only post a few times a month and do not post new videos consistently. This creates an opportunity to outrank other realtors by posting videos more often.
Target Audience
Demographics
- Age Group: Millennials and Gen Xers are the most significant segments of the audience, given their active presence online and their stages in life that often involve buying or selling homes. Millennials are entering prime home-buying age, while Gen Xers might be looking to upgrade, downsize, or invest in real estate.
- Families: A substantial portion of the San Antonio based YouTube audience interested in real estate will consist of families looking for homes that can accommodate their needs for space, amenities, and proximity to good schools.
- Professionals & Military Personnel: San Antonio’s active-duty military members, veterans, and professionals in various industries form a crucial audience segment. They use YouTube to find information on relocating, buying their first home, or investing in property.
Interests and Behavior
- Educational Content Seekers: Individuals looking for tutorials, advice, and information on the home buying or selling process, mortgage financing, home improvement, and the local real estate market.
- Virtual Tour Enthusiasts: With the rise of virtual and video tours in real estate listings, potential buyers, especially those relocating, might heavily use YouTube to explore properties and neighborhoods virtually.
- DIY and Home Improvement Fans: Those interested in buying homes that may need some work or sellers looking to make cost-effective improvements before listing their homes could seek out DIY and home renovation content.
- Market Trends Followers: Investors and financially savvy individuals interested in real estate market trends, investment opportunities, and economic forecasts specific to San Antonio and the broader Texas market.
Engagement Patterns
- Mobile Users: Reflecting global trends, the audience is likely to consume content predominantly on mobile devices, indicating the importance of mobile-optimized video content.
- Community Engagement: Users who actively engage with content through likes, comments, and shares, especially when seeking advice or community support on real estate decisions.
Implementation
The project was executed over 30 days, during which I…
- Created digital branding, including a new brand identity, colors and logo for Living San Antonio, Texas.
- Created a new YouTube channel for Living San Antonio, Texas and published 7 high-quality videos covering different areas of San Antonio, Texas.
- Created a complimentary website featured the YouTube video content with several sales funnels to generate leads for buying or selling a home in San Antonio, Texas.
Digital Branding
- Application of Brand Identity: Applied the Living San Antonio, Texas brand identity, to a WordPress driven website to enable continued optimization and easier maintenance.
- Website Optimization: The website is structured to optimized localized keyword searches complimenting the YouTube channel. Traffic to the website is directed into several targeted sales funnels designed to generate a lead for a new home buyer or seller.
- YouTube Integration: Videos from the YouTube channel are integrated into website, which enables funnel recapture and sustained engagement through the YouTube channel.
Designed Choices
- Unified Call to Action: The main navigation and every section of the sales funnels include a call to schedule a meeting, which aligns with the website’s lead generation function.
- Contextual YouTube Videos: Videos from the YouTube channel are integrated into specific funnels within the website. For example, the home buying funnel has several videos answering the top questions prospective home buyers may have. This will improve confidence in scheduling a meeting or recapture the prospective buyer with YouTube channel content until they are ready to take action.
- City-Focused Structure: The website’s localized structure aligns with natural search patterns when searching for real estate help and reinforces a keyword strategy within the YouTube channel.
YouTube Channel Creation
- Content Planning and Production: Developed a content calendar that outlines topics and themes answering the most common questions for our target audience. Created a KPI of publishing at least 2 videos a week in response to he discovery that most competitor channels publish infrequently and inconsistently.
- Channel Branding: I applied visual branding to the YouTube channel, including setting up clear CTAs in the channel art and content.
Results
- Increased Brand Awareness: Achieved a 900% increase in brand visibility online, measured through social media impressions.
- Audience Growth: Grew YouTube keyword ranking to be visible amongst the top search results amid competitors.
- Lead Generation: Generated new leads directly attributable to the YouTube channel.
