Early on, Ben Lalez discovered that his production was in direct correlation to his video production. To increase one was to increase the other. And over just a few years, Ben has been able to systematize his video production to not only make a lot more money but also fire up his recruiting – because video strengthens credibility, whether the audience is consumers or agents.

Since 2011, Ben has worked in various areas of real estate: flipping, renovations, general contracting, and sales. But it wasn’t until 2019 that he fully committed to sales. All it took was a final straw – another argument with a problem contractor. Transitioning into sales, Ben had one major advantage over other agents: his knowledge of other real estate areas such as construction and flipping. So he began sharing that knowledge on video.

Fast forward to today, Ben’s team is now producing a combined 130+ unique posts per week. The team’s 2022 sales volume of $155 million can, to a large extent, be attributed to video. And part of the reason the team was able to create that much video is because it was specifically what they were recruited and trained to do.

• What image do you want to project? The approachable expert? The luxury specialist? The lifestyle guru? Without a clear sense of brand identity, you won’t have focus when it comes to content creation.
• Stay on brand and stay authentic. As you brainstorm video ideas, always ask: Am I building my brand identity? Am I speaking to my audience? Am I aligned with my expertise? If you can’t tick the box for all three, then an idea needs to be set aside.

• It’s important to capitalize on the resources available to you, and that includes what you know and are an expert in as well as industry connections.

• Understand the nuances of different channels and platforms. They work differently and are viewed differently from each other. For example, LinkedIn tends to favor content that highlights achievements and wins, while YouTube is better for delivering informative videos.
• Grow in what you know by studying other successful content creators.

• Develop and faithfully follow well-defined systems. This includes knowing how to shoot long-form content and then cutting it into smaller, more digestible pieces.
• Ben uses project management tools like Asana to efficiently manage tasks, deadlines, and team collaboration.
• By tracking metrics and analyzing performance over time, the team can identify areas to improve. The metric Ben’s team focuses on is profile views.
• To optimize their video content, the team experiments with different strategies, content formats, and approaches.

• Ben is careful to recruit agents who want to make video a centerpiece of their business. He’s looking for agents who see the value in video and want training and the opportunity to collaborate with others.