TNS Podcast Episode #43 Strategies to Improve Your Video Skills

TNS Podcast Episode #43 Strategies to Improve Your Video Skills

How to Up Your Video Game with Steve Pacinelli from BombBomb


Welcome to the Thrive Not Survive Podcast Episode #43 with Steve Pacinelli, the Chief Marketing Officer for BomBomb.

Listen in on this strategy session where Steve and I discuss:

  • Your Pillar Content Strategy
  • Uses for Evergreen Video
  • Equipment you need to shoot video
  • Type of content you can produce
  • How to get comfortable shooting video

The full transcript is below:

All right. We are live. Welcome to the Thrive Not Survive podcast. This is a show that we put together to help you, the real estate agent, put actionable strategies into place to help you grow and take your real estate business to new heights. I am your host, Kelley Skar, and today we have a very special guest, Mr. Steve Pacinelli, coming to us live from his office - not at BombBomb - you're at home, right?

Steve Pacninell:                 It's in my garage.

Kelley Skar:                           Yeah. There you go. Right on. Steve Pacinelli. So I'm gonna read off his bio really quick, and then we're gonna dive deep into utilizing video in your real estate business - always a very popular topic in the real estate space. So, Steve Pacinelli spent 14 years with Move, Inc., starting his career in sales with Top Producer. He quickly worked his way up to National Sales Manager, and during this time co-founded Tech Savvy Agent, which is where, in fact, I learned about Steve Pacinelli, so, which won Inman's Most Innovative Blog Award. He also finished his tenure at Move as their National Speaker and VP of Industry Events.

                                                      He's presented to thousands of audiences all over the country at events like NAR Annual Conference and Expo, RE/MAX R4, Inman Connect, Keller Williams Family Reunion, and for countless state Boards and Associations, to name a few. He was also listed on Swanepoel’s Top 20 Most Influential in Real Estate Social Media report in 2014. You're also the VP of Marketing for BombBomb. Is that correct?

Steve Pacninell:                 CMO.

Kelley Skar:                           CMO. Chief Marketing Officer. There you go.

Steve Pacninell:                 Yeah.

Kelley Skar:                           All right. I love it. Welcome.

Steve Pacninell:                 Thank you, thank you. I'm excited to be here. Love to talk about video, of course. You know, before I even came to BombBomb, I used video a lot on that old school Tech Savvy Agent blog, but I was actually a BombBomb customer for three years and had my sales team sending out videos to respond to leads. And so I was all in on video and loved every aspect of video even before I came to work for a video company, so-

Kelley Skar:                           Yeah, that's awesome. Let's go back and talk about Move, Inc. and talk about the Tech Savvy Blog for a second.

Steve Pacninell:                 Yeah.

Kelley Skar:                           That's where I found you guys. I found you and Chris. You and Chris Smith co-founded the Tech Savvy Agent Blog. So maybe take us back to that time. Give us some insight as to why you guys started the blog, and then how it actually propelled both of your careers, essentially.

Steve Pacninell:                 Yeah. So, that was around 2009-ish, somewhere in that range. I actually hired Chris to be a sales rep down in Florida, and as soon as he came on the team, you could see Chris just has that magnetism. You could see something different in him, and-

Kelley Skar:                           Yeah.

Steve Pacninell:                 ... trained him up on how we were doing sales presentations. And our sales presentations then, I don't know if you remember the real estate market in that time frame, but it was tough. And it was tough to get into offices. And so we started training on technology, and the in-person presentations were going so well, we were like, hey, well let's just build a website out. We're providing great information on video, on marketing, on SEO and landing pages, and all these new things like ... Real estate was done pretty much the same way for so long, and then there's just been an explosion of technology and tools and systems and unique ways to generate leads.

                                                      And so we capitalized on that because we were like, "Well, let's build out a website. Let's provide all these tips and training and show people how to do video," and that's what we did. And amassed a decent following, got 30,000 people on a page pretty fast. Had the website built out and it was a lot of fun.

                                                      And that's when I discovered I had a real passion for training and education and sharing what I've learned. And it's amazing today, 'cause there's just too many things to learn. There's too many things to do, and it's like how do I find the right things for me and execute on those things.

Kelley Skar:                           Right, so that was almost a decade ago. It's just crazy to think about it in terms of time like that, right?

Steve Pacninell:                 Yeah. Yeah, really.

Kelley Skar:                           Yeah. So it really propel ... and, like I said, that's kinda ... That's where I found you guys. I probably found you in like 2010, so I was a little bit late to the party. But I really ... In looking back on what you guys did with the blog and how it propelled kind of not just your careers but the ability for your sales team to be a little bit more successful in selling the products that you were selling. You were [inaudible 00:04:22] with this value, this value add, and it ... You guys were kinda doin' it even before Gary Vee was even talking about it, right?

Steve Pacninell:                 Yeah, and that-

Kelley Skar:                           [crosstalk 00:04:31]

Steve Pacninell:                 ... that was the cool part. We did the edusales, and that's what we called it, edusales. Hey, we're gonna come in, here's your four classes to choose from. And we tied in the product, and now you see edusales everywhere, and there's webinars ... 5,000,000 webinars you can attend every single day based off of education. And now it's almost ... It's watered down, and there's a ton of mediocre content out there, and I don't wanna get on a tangent or anything, but you visit a webinar and most of it is just fluff and then they get to the end and the sales pitch and there's not a strong tie ... You didn't learn a lot, and it's a ... I feel like it's a lost art, almost, Kelley.

Kelley Skar:                           It really is, and I agree with you. I've been on tons of webinars where they promise one thing in the headline and you jump in there and it's just, well, when are you gonna get to the meat? Oh, the meat's in the product that you're selling at the back end. Ah.

Steve Pacninell:                 Yeah.

Kelley Skar:                           Okay, gotcha. That's when I'm gonna exit out, right?

Steve Pacninell:                 Yeah.

Kelley Skar:                           Put you guys on my hit list for later. Okay, so you guys were talking about video back in 2009. I remember I got my first iPhone, I think was 2009, 2010, somewhere in that range.

Steve Pacninell:                 Yeah.

Kelley Skar:                           I was a BlackBerry user at that point and went to iPhone and started using video. I went away from using my Flip cam that I had to use my video blogs and wound up using my phone. So, let's talk a little bit about the evolution of video - where you saw it, where it started in that 2009 area, the advent of the iPhone, and kind of fast forward and we'll kind of get into the tips and tricks in a little bit. But let's talk about the evolution of video and how you've seen things change in such a short period of time. And let's talk about how drastic the change has been as well.

Steve Pacninell:                 Yeah, well, back then you had to be really intentional about video because you didn't always have video with you. And I remember when I first got my Flip cam, then it was the ... It was like a smaller device that you could take with you without lugging a bigger camera around, and it was fairly inexpensive, and that's really when video reached the phones there, which is a little bit after that first iPhone, and it became decent. That's when it just changed the game because you could carry your video camera everywhere. You didn't need a separate Flip cam or anything like that to carry around.

                                                      And back then, video was only one thing. If you were to ask a real estate agent, "Are you doing video," they're thinking of one thing in 2010, and that's a home tour. That's the only thing that a real estate agent ... and that's what everybody thought of. It's not a knock at all. That's all people were doing in 2010, were home tours.

                                                      And now video is so much broader. It's funny. I hear people at trade shows. They'll come up and they'll be like, "Yeah, I don't do video. Mary over here, she does video." But video is a way to communicate. Video is a way to text. Video is a way to email. Video is a way to do marketing through home tours and neighborhood tours and community tours. Video is a way to do social. The gamut is huge. And it's just awkward for me to hear that sometimes because it's like tellin' someone like, "Oh, I don't do phone, but so-and-so does phone." It's just a method of communication, and one of the ways of doing video is going to be right for you, if not several ways.

Kelley Skar:                           Right.

Steve Pacninell:                 You can pay someone to do it, you can do it yourself. You're not comfortable on camera, that's okay. You still need to embrace it because this is how ... Well, some people are listening on a podcast, but we see each other right now. This is how we're hardwired to communicate, and that's face-to-face.

Kelley Skar:                           That's right.

Steve Pacninell:                 [crosstalk 00:08:13] mankind.

Kelley Skar:                           I bet you hear a lot of this at the trade shows as well, is, "Well, I don't do video 'cause I'm not very good at video."

Steve Pacninell:                 Yeah.

Kelley Skar:                           Right? I don't understand that. So are you saying, then, that you're not very good in real life?

Steve Pacninell:                 Well, yeah. And I think it's because people are still thinking of marketing through video.

Kelley Skar:                           Right.

Steve Pacninell:                 'Cause marketing through video can be difficult because you're standing here, and I have some of my equipment in my little garage office. I got my little microphone here, and the tripod's over there with the camera. And when this is sitting in front of you right here and the camera's sitting here and you have these lights shining on you, and they say, "Go," that's hard.

Kelley Skar:                           Yeah.

Steve Pacninell:                 That's a hard thing to do. But that's not ... That's marketing through video. Marketing through video comes from your head. It's a well thought-out message that's polished and shiny. But there's a shiny-authenticity inversion, and the shinier that something is, the less authentic it feels. Do you want that shininess on your website for a home tour? Yes.

                                                      But, if you think of video more broadly and you think of just taking out your phone and how people are using it on Snapchat and Instagram or just recording a message and think about it in more terms of a video voicemail to someone, everyone can leave a voicemail. No one ... "Oh no, it's a voicemail, I don't know what to say," and hangs up. You don't do that. It's just recording a video, a simple video, and texting that out on your phone right now, or sending that through Facebook Messenger, or if you are using something like BombBomb, sending it through email, that is simple. Anyone can do that because the lights aren't there, the camera, and you don't have the equipment. You already know what to say because it's only 30 seconds. It's just like a voicemail. So, lots of different strategies.

Kelley Skar:                           Right. So, let's talk about the shiny and polished versus the unpolished, right? I mean, I love the unpolished. I think the unpolished is the authentic way to go. It's pull open your phone. You know, last night I was at my daughter's softball game. Right? And I took a quick video of her knocking it out of the park. She got a home run. Right? It was shaky, it wasn't great, I didn't have my Osmo, there was no great audio, you could hear me yelling in the background behind the camera, right? But that's part of my brand and who I am and what I'm about. So I post that up on Facebook, I push it out on Instagram. If you follow me on Instagram, you see very little ... like 5% of my stuff is real-estate related. The majority of it is like gym photo of some kind, beer on the weekend, kids, right? Life. Like I'm documenting and kinda giving some people the insight into my life. And it's very unpolished, right?

Steve Pacninell:                 Yeah.

Kelley Skar:                           And when I want to do a polished type video, then that's when I go and talk to Dave, our videographer, and sit down, and we hammer out this storyboard for it.

Steve Pacninell:                 Right, right.

Kelley Skar:                           So, what would you recommend to an agent, then, that is just getting into video? I mean, would you say, okay, you need to have that video that's gonna cost you a thousand bucks, it's gonna be super polished and marketing ready? Or should they just start doing it and think of it like a video voicemail sort of thing?

Steve Pacninell:                 Yeah. I mean, that's the easiest way to begin. Breaking that down even further, if you are afraid of the camera and you're not comfortable on the camera, the best way to start is take out your iPhone or your Android device, go into your text messaging app, you don't need to buy anything ... I can give you a billion reasons why BombBomb would be a better solution, but I'm gonna give you the free version right here. Take out your text messaging app, take someone you already know, they already like you, they already trust you, and say thank you to them. Everyone knows how to say thank you, everyone knows how to be grateful, and it's a 15-second message.

                                                      And do that two or three times a day, every single morning, and reach out and say thank you to someone in a 15-second message, and be quick and be deliberate. Know why you're saying thank you. "Hey, Mary, we've been working together for the past year. I just wanted to thank you. You've been a real value to this business, helping us out and growing it. I was just thinking about you this morning and I wanted to say thanks." That's it. And even if you stumble on your words a bit and it doesn't come out perfect, that's what makes it unique. That's what makes it real.

                                                      And watch the responses that you get, and the emotion that comes back from a video that you might not necessarily love, but is your training wheels to get more comfortable with people that know and like you. And then you can start working up after those people, after you start getting comfortable, and start doing it for new leads. So when a new lead comes in, then you record it, and that's a little bit scarier, right? 'Cause you don't know that person, you don't have that rapport. But once you just get over it and you realize that it's just a video voicemail, and then you can start doing more advanced things like the home tours and neighborhood tours and interviewing local businesses, which is an amazing strategy. We detail that strategy a lot. I don't know if you saw, Kelley, we have the Video Influencers Guide for Real Estate-

Kelley Skar:                           Yeah.

Steve Pacninell:                 ... where we mark the top eight ... We have great tips and strategies in there. But you can only interview the person once you have a certain comfort level on camera. And that's a great way to start.

Kelley Skar:                           Yeah, so okay. So, getting started, video text messages, send that out, get comfortable with it. Then you're gonna graduate out to leads. Maybe then it's a quick video snapshot on what's going on in the marketplace. Throw that up onto Facebook, and then maybe you evolve into finally you've got the tripod or you got somebody holding the Osmo, you've got a decent mic, and you're doing an interview with a local business owner.

Steve Pacninell:                 Or Facebook Lives. 'Cause a Live is nerve-wracking, right? 'Cause-

Kelley Skar:                           Right.

Steve Pacninell:                 ... it's on and you can't fix your mistakes. There's so many cool angles you can go. There's so many ways that you can implement video. But if you start simple, it makes it easy to progress.

Kelley Skar:                           [crosstalk 00:14:10]

Steve Pacninell:                 No one starts off on the double black diamond. Everyone starts off on the bunny hill.

Kelley Skar:                           That's true. That's true. I like that. So, let's talk about Facebook Live real quick. I mean, I'm seeing some agents are doing it and they're doing it well. They'll do a quick home tour. I'm just not 100% convinced on Facebook Live at this point for a real estate agent throwing it out on Instagram, doing a quick home tour. The video's two, three minutes long, if that. Maybe they'll get ... Five or six people will kinda have a look at the Live and then they'll jump off or whatever. Maybe talk about what the power of that two- or three- or four-minute video is going to have in the long game, as opposed to just thinking okay, I'm gonna ... I'm a Insta Influencer and I'm gonna have thousands of people on my, like Gary Vee, I got a thousand pee ... Right? Like it's just-

Steve Pacninell:                 Yeah.

Kelley Skar:                           [inaudible 00:15:05] work like that. So maybe talk to that a little bit.

Steve Pacninell:                 Well, people always wants scale. They want to go wide, and this is a Gary ... This is a total Gary Vee-ism right here. They want to go wide and not go deep, and connect with people, and so they're always worried about how many people are on. And if you do a Facebook Live and eight people watch you, is that terrible? I don't know. But those eight people, did they just connect with you on a deeper level? Did you have the time to drive around to their neighborhoods and sit down and chat with them in the same way? You just were in eight places at one time. Some people might say that's not worth it. I would say it is.

                                                      There's two agents, and one I just thought of 'cause I was chatting with her this morning. Leigh Brown does Facebook Lives really, really well, and I watched this one. It was nine minutes long. She's going through this property that was kinda run down, and she's funny and she's makin' these jokes, and there was tons of comments on there, and it was just really interactive. But another agent that comes to mind is Melanie Galea, a fellow Canadian-

Kelley Skar:                           Yeah.

Steve Pacninell:                 ... She doesn't do open houses any more. She does Facebook Live open houses. And she runs landing pages with coming soon campaigns that get people all excited, and then invites all these people to a digital open house that she goes around at a certain time and records that on Facebook Live and then uses that in other places too.

                                                      And so again, you have to have a certain personality to do these types of things, and you have to be able to carry that. It might not be for everyone, and if you don't want to do Facebook Live open houses, it's not gonna affect your business whatsoever. There's 75 other ways that you can market yourself - something that you're passionate about, something that you enjoy doing.

                                                      But one thing I do wanna say. You are always going to be your best sales asset, every single time. And so if you can figure out a way to scale yourself in some way, by video, and allowing people to see you and hear you and to understand your passion ... When I do an event ... I don't have a good example here. Pretend this was a written book. It's my notes here on the page. You know, I always hold up a flyer or something and I ask people, I say, "Who wrote this? What do you like about this person? What do you not like about this person? Are they male or are they female? Do you know anything about them?" And the answer is no, because you're reading the text on a page or the text on the screen.

                                                      Video is the only way to have someone truly feel as if they know you, like you, or trust you. It will never happen from the text on an email or the text on a page or your marketing material. It only happens when they see you and when they hear you, and that's the most important part about real estate, right? They want to work with someone that they trust.

Kelley Skar:                           So, my brain is wired in a way in which I love systems and process-

Steve Pacninell:                 Yeah.

Kelley Skar:                           ... and if this, then that. Right? For this podcast, for example, I've got a workflow. You got the emails, right? So those are all templated. We send-

Steve Pacninell:                 Right.

Kelley Skar:                           ... those out. You know, so everything's got a work-

Steve Pacninell:                 Very nice.

Kelley Skar:                           ... Thank you.

Steve Pacninell:                 [crosstalk 00:18:17]

Kelley Skar:                           Everything's got a workflow to them, right? Everything has a workflow. And so with that, you mentioned Melanie up in Fort McMurray-

Steve Pacninell:                 Yeah.

Kelley Skar:                           [crosstalk 00:18:21] Alberta-

Steve Pacninell:                 [crosstalk 00:18:26]

Kelley Skar:                           ... and she's got landing pages and she sends out the email inviting people to Facebook Live. Maybe talk a little bit about some ... a very rudimentary system that an agent can get started with, where maybe they're not doing a Facebook Live, or maybe they are, but they want to start utilizing video in their business. How are they gonna get ... You talked about going deep instead of wide. How could they take that video that they've just shot and posted it up on social media? How could they get ... go deeper with their client base? Do they have to have an email list? Is there another way that they could take that video and shoot it out to people on a mass scale, or even one-to-one?

Steve Pacninell:                 Yeah, it helps to have an email list because that's the only medium that isn't controlled by another entity. Right? So, any system ... [inaudible 00:19:19], so this is nice 'cause we'll swing all the way back to the first part of the conversation. Chris and I learned something the extremely hard way. When we started Tech Savvy Agent, we went all in on Facebook, and we're like, "Oh, email. Email's not as popular. Facebook's the new hot thing." And we generated all of these followers, and we had 30,000 followers.

                                                      And literally overnight, they said, "All right, well now you have to pay for your traffic." And that literally just cut us off at the knees because we were doing an absolute awful job in acquiring email addresses. We had some, but everything was in Facebook. And so email isn't owned by anyone. That's why email is still around. That's why people still use email. That's why to sign up for any one of these social services, you need an email address to do so. They send notifications through your email, and that's why email's not going to go anywhere because someone owns Facebook, someone owns Snapchat and Twitter and all the other social networks and at a moment's notice, someone can change the game. Now, that being said, I just spent a day at VaynerMedia last week, and going over, to answer your question, sorry I went on a tangent there, but-

Kelley Skar:                           All good.

Steve Pacninell:                 ... went over the content distribution process that they use. And they call it pillar content. And your video show, if you're gonna do a real estate show or something like that, that would be a piece of pillar content. And that pillar content branches off into all of these different places, all these different promotional places, which would be email and text and social media platforms and Instagram and video on Instagram, and so they have this method in which they take the pillar content, they branch it off, and then they know that for Instagram they need posts that are 500 by 400 and the videos need to be this long and they break up that one solid piece of video and they utilize each platform's strength with the right ratio, the right length, the right pieces done. If it's Instagram, they mark it up, and if it's not on Instagram and YouTube, it's the whole video. And so they have an entire process. That is something ... I mean, the question that you asked there, Kelley, is so deep and so hard to answer directly 'cause it's gonna be different for everyone. But one note that they gave us last week that I think everybody will enjoy is Instagram. By far and away, that's where they are doubling down.

Kelley Skar:                           Yeah.

Steve Pacninell:                 Gary says he day trades on under priced attention. And the under priced attention right now is Instagram Story ads.

Kelley Skar:                           Story ads?

Steve Pacninell:                 Story ads.

Kelley Skar:                           Okay.

Steve Pacninell:                 Not [crosstalk 00:22:02] from Instagram ads. Instagram Story ads.

Kelley Skar:                           Yeah.

Steve Pacninell:                 And he's like, "You know, three to eight months to get that under priced attention, because we are not paying anything for our 15-second video ads that we're placing there." And-

Kelley Skar:                           Yeah, I just got-

Steve Pacninell:                 [crosstalk 00:22:17]

Kelley Skar:                           I got hit by one here the other day. I was going through the stories and I came across this guy that ... It was like a relapse ... not a relapse video, but time lapse video, and the guy had a puffy face like mine and went down into a skinny face like yours, right? I can't remember the name of the page, but then I swiped up and it had some sort of weight loss thing that they were [crosstalk 00:22:36].

Steve Pacninell:                 [crosstalk 00:22:38] Yeah.

Kelley Skar:                           So yeah, I mean stuff like that would ... I mean, that's just so high level. I think the average agent is just like, "What, Instagram, what?"

Steve Pacninell:                 Yeah.

Kelley Skar:                           Instagram Story, what?

Steve Pacninell:                 Yeah.

Kelley Skar:                           [crosstalk 00:22:50] For us, from a brokerage and a brand perspective, I could definitely see us looking at that a little bit deeper, a little bit harder, and starting to figure it out a little bit on that level. So-

Steve Pacninell:                 And ... Can ... Do you mind if we go ... like what I think the best ... Besides that simple video strategy that we talked about, speaking of under priced attention, this is a underutilized strategy in real estate, in my opinion, and that is the business reviews and the community reviews. If you're looking to get into something a little bit deeper, if you're looking to differentiate yourself, being your local community mayor and interviewing those local companies if you have that comfort level, we showcase a lot of that in the guide and give specific instructions on how to find the right videographer and the questions to ask. And I dunno if you wanna go down that path or if we're almost out of time. You let me know.

Kelley Skar:                           Sure, no, we got ... I usually schedule 30 to 45 minutes for these podcasts, man. So if we wanna go down that rabbit hole, let's do it.

Steve Pacninell:                 Yeah, yeah. So I think that's the biggest opportunity in real estate right now. There's not a lot of agents doing it. And when I speak and when I go around the country, I'll ask the audience how many people are doing community tours as well as business tours.

                                                      And really, both of them are great. Community tours are great because you can create something about a local community or area and it's an evergreen marketing piece that you can use for years and years and years. If you pay someone to come out and do a home tour, it's great, and a bunch of stats out there show the home will sell for more money in less amount of time if you have a video, and that's fantastic.

                                                      But now when the home is sold, the lifespan of that video is now pretty much done. And you can use it to show people how you market, but if you take that same money, that same allocation, and you do it around the community, every lead that comes in in that area, you could be like, "Hey, would you like to see a great video on the community to give you a sense of what it feels like?" That's your step in the door. They're gonna absolutely say, "Yes," and now you're showcasing your expertise in a video, and you can use that for years and years. And so that's fantastic in that sense, and it's great to put it up on your website. There's a lot of uses. You could throw that on Instagram and a lot of other places where video is.

                                                      But then the business tours are fantastic. And there's a lot of good people doing these types of tours, but one that stands out in my mind is Judy Weiniger. She's in New Jersey. She goes into the pizza place and she interviews the owner, and when she walks into these places and she says, "Hey, I wanna do a business feature highlight. I'm gonna record this, it's gonna be professionally done," people are like, "What? How much do I have to pay?"

Kelley Skar:                           How much?

Steve Pacninell:                 Yeah. Like, "No, it's free." She just made a friend for life, another business. She creates an awesome three-minute video, she gives it to that business. That business shares that out with their social networks and all their friends, and then they, of course, promote Judy to no end because no one else has ever done that for 'em. And Judy's building this library of this local knowledge and information. And so I would consider ... If the one-to-one messaging is down here where you start, and then you have like a home tour's pretty easy to do 'cause you can hire someone, that is the crème de la crème of how real estate agents are crushing it with video, is being the local mayor and local knowledge broker.

Kelley Skar:                           Local knowledge broker. I love that. So, let's circle back, then, to the whole systemization thing. As we've been chatting, I've got this ... It's kind of swirling in my head. I know how we break down our system. I know what I'm gonna do with this video, with this audio recording. I know how I'm going to push it out because we've got it all systemized.

Steve Pacninell:                 Right.

Kelley Skar:                           [crosstalk 00:26:54] steps, we got checklists, that sort of thing. So that's ... It's already taken care of. If an agent were to ... and this is what, I guess, would be my recommendation.

Steve Pacninell:                 Yeah.

Kelley Skar:                           If you were to shoot a quick video on your community, like I live in a community called Christie Park, so let's say I take my Osmo out, I do a quick video tour of the community, I put all of that together, I save it on my phone or I stick it in Vimeo, or I put it on YouTube or whatever, the whole process then begins with the video and then the content distribution, and then from there, what do we do with that evergreen content, right?

Steve Pacninell:                 Right.

Kelley Skar:                           So, if I have a lead come in from Christie Park, or somebody that's interested in this community, it's then very easy for me to scroll through, find that video and blast that thing out. Right?

Steve Pacninell:                 Yeah.

Kelley Skar:                           So your content distribution strategy should still be social, right? Facebook, Instagram, YouTube-

Steve Pacninell:                 [crosstalk 00:27:47]

Kelley Skar:                           ... utilizing the video for the aspect ratio for each platform, right? And then obviously writing a blog post around it as well. So you've got this ... It's one thing just to shoot the video, but there's gotta be a distribution aspect to it as well.

Steve Pacninell:                 Yeah.

Kelley Skar:                           And if you can then just kind of work that backwards and say, okay, shoot the video, first step, edit, next step. Third step is push out content, right?

Steve Pacninell:                 Mm-hmm (affirmative).

Kelley Skar:                           Would you say that that's fairly basic?

Steve Pacninell:                 Yeah.

Kelley Skar:                           It's not a VaynerMedia pillar content strategy, but I think it'd be fairly simple for that average agent to utilize.

Steve Pacninell:                 Well, I think you just named what Chris also details - Chris Smith also details all the time - which is CAB, which is Create, Advertise, and Blast.

Kelley Skar:                           Right, there you go.

Steve Pacninell:                 Yeah.

Kelley Skar:                           Yeah.

Steve Pacninell:                 That's it.

Kelley Skar:                           Yeah, absolutely.

Steve Pacninell:                 That's it, that's it. It doesn't have to be that hard. You just need to pick the channels. So, even before that, though, I would suggest identifying where your target personas are. Where are your personas, where do they hang out, what devices do they use, what networks do they use, how can you localize it in your particular area. You just wanna make sure you have your target audience identified, and then you're creating content for your target audience, and then advertising it and blasting it out.

Kelley Skar:                           So, being that digital mayor and talking about Judy Weiniger, and she walks in with her videographer, I mean the average agent ... I remember I was on stage at Inman Connect back in 2012, and I was ... I've told this story a thousand times. I was in between two guys. One guy was there to sell his app. He had some sort of video app that he had in vendor alley, and he was there to promote his app.

                                                      The other guy ... I can't remember his name. It's on the tip of my tongue. But he ... top producing agent, probably doing 25 transactions a year. Every transaction was in the seven figure range, makin' lots of money, had his videographer there with him. I'm the only agent that's shooting with my device, uploading, editing, pushing out on a daily basis, right? I'm the guy in the trenches with them, selling 30, 40, 50 homes a year, still doing video. I'm sitting there on stage. One guy's there to sell his app, the other guy ... Question gets asked, "How much time do you spend, on average, editing video?" The guy's like, "Oh, well, I don't do any of the editing. My videographer does it and I pay him X amount per year." He absolutely lost the room.

Steve Pacninell:                 Yeah.

Kelley Skar:                           Right? So if you're going to make an investment in your business, would you suggest going highly polished for those business type highlight reels, or could you do it off of a device like your iPhone or your Android, and what would your suggestion be around the equipment that you would be utilizing in those three different types of video content that we've talked about today?

Steve Pacninell:                 Yeah, 10 years ago, eight years ago, I'd say absolutely not off of your phone. Today, your phone is such a great device, [inaudible 00:30:43] I don't have it on me right now, but my favorite add-on to my phone ... which I use my phone to record most of my videos, are my iPods. Because that's all you really need to have great audio with a video recording on your phone. People think of the Air ... Oh, the AirPods.

Kelley Skar:                           AirPods, yeah.

Steve Pacninell:                 People think of the ... Sorry. People think of the AirPods as headphones. No, it's a ridiculously good microphone that automatically connects your iPhone - and Android users usually don't know this, but it works great with an Android too - and at any point in time, I carry my AirPods with me at all times. If I want to record a video off the cuff, I'm traveling, I'm at the airport and I wanna get one out really quick, I just pop in one AirPod right here and record on the go, and the sound is flawless. That's all you need. The phone does a great job locking in on your face. The video quality is amazing. You can't get depth of field on the phone, or a shallow depth of field, and so it's not gonna have that supremely polished look where the background is blurred out behind you. But it doesn't matter.

                                                      And what else is really great from eight years ago are the editing apps and the tools out there. It was hard to edit video 15 years ago and 10 years ago. It's not so hard anymore. There's simple, easy apps that allow you to trim and cut and there's stuff that just puts things together for you as well. And so the lines are being blurred, is the specific answer to your question, because you take someone like Michael Thorne that has the DJI Osmo-

Kelley Skar:                           Yeah.

Steve Pacninell:                 ... and that's the O-S-M-O for the listeners on there, DJI Osmo, and has a wireless mic, and he creates the most ridiculous videos with his phone. Done. And that's what we do too at BombBomb, so.

Kelley Skar:                           Awesome. So you're saying don't worry about paying the videographer $1,500 to shoot that highlight reel. I mean, just go in there with your DJI Osmo and your AirPods and your iPhone or your Android and start shooting.

Steve Pacninell:                 If you enjoy it. If you don't enjoy doing that, then it's not going to be that great. A lot of people do need to hire someone if they don't enjoy doing it and they're more comfortable in front of the camera. But again, that's the beauty of ... There's video out there for everyone to use.

                                                      Quick note, one of the best tips that Judy gave in hiring someone, if you don't enjoy doing the editing and that stuff, she went and found ... She wanted to tell stories with her videos. Yeah, that makes sense.

Kelley Skar:                           Yeah.

Steve Pacninell:                 That's what videos are. So, she interviewed wedding photographers. That's how she found her videographer. Because wedding photographers don't have a lot to ... Or, I'm sorry, wedding videographers don't have a lot to do during the week. They're not recording during the week. So, she found a wedding videographer that would work at a great price, that was a master storyteller because that's all they do every single weekend is they record and tell stories, and then she would hire them for a full day, and they would go from place to place to place to get all her videos done in a single day, and they would do all the editing. She's fine in front of cameras. She doesn't like to edit and do that stuff. But that was her secret sauce for getting the right person to record.

Kelley Skar:                           I love that. That's a great idea. And just another note about the DJI Osmo, the app ... You can actually ... You have the choice to either record the video within the app itself or externally, like on the camera app. The cool ... When I first got my Osmo, I didn't even wait for the 2. I think the 2 was set to come out in two weeks. I was like, "Screw it. I'm gonna buy the 1, I'm fine with it. Whatever." Took my kid and my son and his buddy out sledding, and I brought the Osmo with me, and I took video inside the app. And it strung the whole thing together, it put music behind it, I was able to post it right up onto Facebook right away-

Steve Pacninell:                 Yeah.

Kelley Skar:                           ... I mean, beautiful, right? I mean, all I did was shoot three videos. It strung it all together, put music behind it, and then I hit a button and it posted to Facebook.

Steve Pacninell:                 Yeah. It's amazing.

Kelley Skar:                           [crosstalk 00:34:52] Yeah, it really is a really cool device. [crosstalk 00:34:55]

Steve Pacninell:                 There's no excuses any more.

Kelley Skar:                           There really isn't. And I mean, speaking of going back to Facebook Live, and not to ... I should be getting paid by Osmo but I'm not. You could actually go live within the app to Facebook-

Steve Pacninell:                 Yeah.

Kelley Skar:                           ... which is ridiculous, right? So, I mean you've got this really cool gimbal, it's ... The video is really quite flawless. The only thing that you have to worry about is audio and your lighting, but-

Steve Pacninell:                 And that's your AirPods.

Kelley Skar:                           That's your AirPods.

Steve Pacninell:                 If you have your phone, a DJI Osmo, and an AirPod, you can do, besides the high-end, the home tours and things like that that you want a polished one, I mean, you could do 80% of your videos with just that.

Kelley Skar:                           Yeah.

Steve Pacninell:                 That's it.

Kelley Skar:                           All right, man. You know what? Let's end it there. This has been fantastic. I think our listeners are just gonna get a ridiculous amount of value out of this. Very much appreciate it. If there's anything that I can do for you guys, just reach out and let me know.

Steve Pacninell:                 Awesome. Yeah, well, thank you for having me on the show. Really appreciate it, enjoyed the conversation we had here today, and yeah, let me know if I can ever be of assistance again.

Kelley Skar:                           All right, you guys. So, listen, if you guys are looking at taking your business to new heights, definitely check out They are a video email service provider, and you can build out your email list. They have the opportunity for you to build landing pages and forms and all kinds of different things. So again, definitely look at BombBomb as a tool in your toolbox to be able to help build your list and grow your audience.

                                                      If you're listening to this on iTunes, it would be great and wonderful and much appreciated if you could go and leave us a five-star review. Let us know what you're thinking. Hopefully you got some value out of this podcast. If you're watching on Facebook or on YouTube, please make sure to go down below, leave us a question in the comments. We always check the comments and always respond to the questions. So, thank you guys so much for checking this out today. Episode 43 with Steve Pacinelli. Thanks again, Steve.

Steve Pacninell:                 Thank you, Kelley.

Thrive Not Survive Podcast #44: Artificial Intelligence in your Real Estate Business

Thrive Not Survive Podcast #44: Artificial Intelligence in your Real Estate Business

Thrive Not Survive Podcast Episode #42 The Psychology of the Pitch

Thrive Not Survive Podcast Episode #42 The Psychology of the Pitch