Why Selling the Community is Just as Important as Selling the Home

We all know, including me, in real estate, the process of converting a lead isn’t quick or easy. Industry standards tell us it takes 6 to 24 months on average to turn a lead into a client. And during that time, it typically takes 8 to 12 touchpoints before a buyer or seller even considers reaching out to you.

This is where your content, especially video, becomes a game-changer.

Videos Are the Pre-Consultation

Think about it: By the time a buyer or seller sits down with you for an in-person consultation, they’ve likely already made their decision.

How?

They’ve spent weeks, even months, watching your videos. They’ve gotten to know your personality, your expertise, and how you communicate—all without ever picking up the phone. By the time they meet you, they’ve already decided: You’re the agent they want to work with.

Your videos are essentially the “pre-consultation” before the real consultation ever happens. They do the work of building trust, showcasing your knowledge, and proving that you’re not just another agent trying to sell to them—you’re someone who can guide them.

Why Zillow Dominates...and How You Can Compete

Let’s talk about Zillow for a second. Why do you think they’re so successful at selling leads to agents?

It’s simple: They get to the leads first. Zillow nurtures those leads for months, sometimes even years, before they’re ready to act. By the time the buyer or seller is ready to move forward, Zillow packages those nurtured leads and sells them to agents.

But here’s the thing: You can do the exact same thing Zillow does, without paying their sky-high prices.

When you create videos focused on your community, highlighting local neighborhoods, schools, events, and market trends, you’re nurturing your own leads. You’re positioning yourself as the go-to expert in your area, and you’re building trust with your audience long before they’re ready to buy or sell.

You have your boots on the ground-Zillow DON'T.

Selling the Community Builds Relationships

Many don't understand people don’t just want to buy a house, they want to buy into a lifestyle. They want to know about the schools their kids will attend, the coffee shops they’ll frequent, and the local events that make the area feel like home.

By creating videos that focus on the community, you’re not just selling properties,you’re selling the story of what it’s like to live there. You’re answering the questions buyers and sellers are already asking and showing them why they can trust you to guide them.

Why Not Start Nurturing Leads with Video Today

Here’s the truth: The agents who win in today’s market aren’t the ones waiting for leads to fall into their lap. They’re the ones who start building relationships months, sometimes years, before the transaction happens.

You don’t need Zillow to do this for you. All you need is a strategy and a commitment to consistently creating content that connects.

If you’re ready to start but don’t know where to begin, I’ve got you covered. As a Thank you for reading my post, let me know if you want my 10 video ideas you can use to start building trust, showcasing your expertise, and nurturing your leads today.

The time to start selling your community is now. Your future clients are already watching-make sure they’re watching you.