When Matt Lunden became an agent moved back to coastal Delaware in 2019 after a decade away, he knew he needed to find a platform to build his database. After all, being gone for so long meant his sphere was non-existent.

Business was slow the first couple of years in the business. So, he decided to focus on people who, like him, were moving to the area. And his approach to growing his database? In 2021, Matt began focusing on YouTube as his primary lead generation source. And it’s worked. Each year since he focusing on YouTube he’s grown his business, all of which he attributes to the platform.

For Matt, the biggest hurdle was making the first video. He was afraid to be on camera and admittedly, dragged his feet when it came to filming and posting. However, once he got started and kept it going with consistency, he gave the source time to grow – and it did. Currently, he gets a range of 3-12 leads every week from his presence on YouTube.

If you’re looking to make the jump onto YouTube, consider Matt’s advice:

1. Set a consistent schedule you’ll stick to.

Matt knew that if he needed to post multiple times a day, he wouldn’t be able to commit for the long-term to this strategy. However, he did know he could post consistently once a week. He started with this cadence and continues to stick with it. While originally, he posted at the same day and time because that was the time that was easiest for him, he has now evolved to referencing YouTube’s analytics and posts content around the days and times his audience is most likely to be viewing videos. For him, this means he posts on Sundays at 5pm because his followers are likely to be on the platform on Sundays and Mondays.

2. Time block to make it happen.

Every Monday, Matt has time blocked on his calendar for lead generating through YouTube. This is when he records a series of his YouTube videos so they are completed and ready to go in advance.

3. Post content others find useful.

As Matt focused his lead generation on people who were moving into his area, the content he produces is geared toward their needs. What would someone who is relocating to your area type into Google that they want to learn about? These are the topics he focuses on. For example, he’ll create videos that cover the pros and cons of living in coastal Delaware, the cost of living of the area, and what life looks like in coastal Delaware, especially compared to other areas. Matt says the key is to give your true opinion. After all, not everything is sunshine and rainbows about the area and giving an honest perspective helps to build trust with viewers.

4. The video length should attract the algorithm.

For an ad to play – and YouTube loves to make money from ads – a video has to be 8 minutes or longer. Therefore, this is the length that Matt strives for with his videos. YouTube is more likely to push longer videos because their algorithm is designed to support the videos that they earn money through playing.

5. Check with your broker.

Different locations have different rules around the information that needs to be included in your marketing pieces. YouTube videos fall into this category. Make sure you talk to your broker and find out what should be included and be sure to follow the guidelines correctly. Another pro tip? Make sure your YouTube channel is keyword rich – you want to be sure people know where you are located and how to contact you.

Remember, your first videos are unlikely to be Hollywood quality and you’re never going to say the perfect thing on camera 100% of the time. You don’t need a professional studio or team to start – a phone and a ring light will do. However, if you get started by simply committing to film your first video, give the platform time and consistency to build, and aim to improve your content by 1% every week, you’re putting yourself in a great position to thrive on YouTube down the road.

Inspire members: Want more insight into how Matt attracts clients through YouTube? Download his best practices one-pager here. Not a member? Learn more about joining the Inspire Collective here.