How to Create Video CMAs that Connect and Convert

At RPR® (Realtors Property Resource®), we're constantly on the lookout for user feedback that inspires and ignites creative ways to use the platform. And a real zinger just came across our inbox: video CMAs.

Here's an email we received from Blake Wallace, a REALTOR® and Broker/Owner of Wallace Realty Group, from Minneapolis, Minnesota:

I'm a huge fan of RPR and use it every day!

The big game changer for me has been my video CMAs. When I get a request for a valuation or prior to a listing appointment, I'll take the time to put together a Seller's Report and send it in a video email. It puts a face with the name and builds a connection while being able to explain each section of the CMA. I can also track when the video is watched so that I can follow up to see if they have any questions. I can't tell you how often I've shown up to appointments meeting clients for the first time and it's as if we are old friends!

Thanks and keep up all the great things you all are doing to make our lives easier.

— Blake Wallace

From first time to old friends? Well, if that doesn't pique your interest, we don't know what will!

While video CMAs aren't a totally new concept, we haven't heard too much about how to use RPR to create them. That changes now…

RPR and video CMAs: a game-changing approach to listing appointments

With the advent of new technology and video email-focused software and apps, video CMAs have been popular for more than a few years. Here's the gist: an agent takes a CMA (comparative market analysis) or a seller's property report and brings it to life in a brief video walkthrough for the client.

This typically entails the agent recording themselves with an attention-getting intro, then guiding the client(s) through an actual report while recording and sharing their screen at the same time. These can be produced with specific video software (which we'll go into more detail later) or simply recording yourself on Zoom. The videos are then sent to homeowners as unsolicited CMAs, or in Blake's case, as a follow-up after a prospecting cold call.

One REALTOR®'s way to create a video CMA

Here's how he does it: "I run a Seller's Report on their property in RPR and then attach it to an email. I like to use a video platform, called Dubb, which lets you embed video into an email. I record the video, keeping it brief, around 2-3 minutes, where I present this preliminary CMA, which has summaries, some comps and a refined value report from RPR. It's like cold calling on steroids. They see your face and hear your voice. It builds trust."

This is where first-time meetings feel like seeing old friends? "Exactly! The other really cool part is, through Dubb, a dedicated landing page is automatically created when an email is sent to them. So they don't click through to YouTube or anything, it plays right there in the message. And this is all trackable! I can see when they open it, how much time they spend engaged with it, what they're clicking on in the email, and so on. Then when I follow up, I know exactly what to focus on and discuss with them."

Wow, video CMAs can be quite the icebreaker! If you're curious about your investment of time, Blake says each video takes him about half an hour to complete. For someone like Blake who does cold calls and door knocking for a minimum of three hours a day, that's not so bad. In fact, creating one per day is more than feasible for any agent's schedule. Of course, your first attempts may take longer, but once you get the hang of it, they're more than worth it.

Here's an example of the video CMA Blake sends out and a screen grab of what the email looks like in the recipient's inbox.

They hit "play" to see your CMA

Blake says, "This is a repeatable and a predictable way to build your business." We also asked Blake if he uses any other RPR tools or data to impress or win over clients and prospects. "Absolutely. One thing I really love about RPR is that the reports are super professional looking. They stick to the facts. They can go from a wide scope with Market Trends, all the way down to their home. You share these reports and you come off as an expert, even if you've never even set foot in that neighborhood." Nailed it, Blake!

If you're curious about using RPR to create video CMAs, here's a few more things to know and get you going in the right direction:

• Blake's go-to video email creation software is called Dubb, which is not real estate specific, but more about sales in general. Feel free to check them out, but know that there are many others available, including the popular Bombbomb, loom, and realvolve to name a few. Check out each site for a demo and pricing information. These software subscription sites typically include tracking and metrics, video editing and effects, and some even include AI functionality.

• For the video recording portion, you can also simply use an RPR Seller's Report and record yourself on Zoom while you share your screen.

• To really get the attention of your viewer, you'll want a strong opener. Make sure you start out with a full screen of yourself and speak directly to your viewers, using their names and their address. You can also use a dry erase board and write your would-be client's names on it, and use this as your video thumbnail. They'll be sure to open that! Another great trick is to start by putting their address into Google Earth to give a bird's eye view of their home, while you record your opener.

• For more details and research, and to see how other agents handle the video CMA, check out this video: How I Generated $11M in Listings Doing Unsolicited Video CMAs.

We've also recently published a detailed eBook on the video making process — be sure to download and check out: Lights, Camera, Sold! Captivating Consumers with Market Analysis Videos.

And good luck in creating your CMA videos!

To view the original article, visit the RPR blog.