By: Nicole Slaughter Graham

Heather Haase, real estate trainer, YPN member and presenter, says if there’s one tool that every agent and broker should adopt, it’s video.

At the 2025 NAR Legislative Meetings in Washington, D.C. this past June, she delivered a compelling case for why real estate professionals need to be using video in their branding and marketing efforts. In her session, “The Brand Wagon – Video Edition,” she urged agents and brokers to stop chasing perfection and start hitting record. Her message was clear: video isn’t just a trendy marketing tactic—it’s a powerful relationship builder and an essential tool for establishing trust with your audience.

Why Video? It’s About Relationships, Not Perfection

According to Haase, video should be seen less as a marketing tool and more as a way to build genuine connections, especially with people who haven’t met you yet. “Video enhances trust,” she explained. “People do business with those they know, like, and trust—and video fast-tracks that process.”

And while many agents hesitate to post because they feel they need to look or sound “perfect,” Haase emphasized that perfection isn’t the goal. Authenticity resonates far more. “You don’t have to show up perfect online. You just have to show up consistently,” she said.

Defining Your Brand: Start With You

Before hitting record, you need to know your brand—and Haase said your brand is simply how you show up in the world.

“If your brand were a TV character, who would it be and why?” she asked. This kind of metaphor can help real estate professionals get out of their heads and start thinking creatively about the attributes they project. Are you confident? Patient? Outgoing? Analytical?

Start by asking yourself:

• What adjectives describe me on a daily basis?

• What words would my friends, clients, or coworkers use to describe me?

• What values do I bring to my work?

Your brand is you—but with clarity and consistency.

Who Are You Talking To?

Effective branding also requires knowing your audience. Haase encouraged agents to define their niche and ideal client. Are they first-time homebuyers? Retirees? Military families? Busy professionals? Knowing your audience means understanding what platforms they use—whether that’s Facebook, Instagram, YouTube, LinkedIn or TikTok—and speaking their language on those platforms. It’s not necessary to be on every platform or try to speak to everyone, but it is necessary to be where your audience is and to direct your message to that audience.

“Trying to speak to everyone means you end up speaking to no one,” she said. Instead, get specific. Understand your clients’ lifestyle, values and goals, and build content that answers their real questions.

For example:

• Investors likely want to know about ROI and what makes for a good investment property in your market.

• First-time buyers may ask about down payment assistance (and Haase recommends following Skyler Lemons for more on that).

• Busy families might want simple explanations of the homebuying process.

Cracking the Algorithm

When it comes to social media success, Haase said that “the algorithm is always learning.” While many creators focus on likes, what really matters are watch times, replays, saves and shares. Those deeper engagement metrics show that your content is providing value—and they’re what platforms prioritize when surfacing videos to more users.

Avoid These Common Branding Mistakes

Haase outlined three branding pitfalls to avoid:

1. Inconsistency – You don’t have to post daily, but you do need to post regularly. Decide how often you want to post per week, which days and stick to a schedule.

2. Inauthenticity – Don’t copy what others are doing just because it works for them. Your audience can sense when something doesn’t feel real. Show up as your authentic self.

3. Lack of clarity – Without a focused message or niche, your content can become noise. You want to make sure what you’re saying online is adding value and is clear to your audience.

Discover Your Brand Archetype

Not sure how to define your tone and personality online? Haase suggested starting with a brand archetype to bring your identity into focus. Some examples include:

• The Friendly Neighbor – Approachable, kind, and community-focused.

• The Staunch Professional – Polished, strategic, and authoritative.

• The Quirky Creative – Bold, colorful, humorous.

• The Straight Shooter – Direct, confident, no-nonsense.

• The Luxe Leader – Sophisticated, curated, top-tier.

• The Calm Guide – Patient, gentle, and steady.

Still unsure? Haase said this is the time to use AI tools to your advantage. Ask ChatGPT to “interview” you about your work, personality and values. Then, ask it to summarize what it learned about you to help articulate your brand more clearly.

Video Strategy: Content That Converts

Haase wrapped up with tactical advice for building a repeatable video strategy:

Start with content pillars. Choose 1 to 3 themes to guide your video topics, such as:

• Education (explaining the buying/selling process)

• Lifestyle (highlighting local amenities or neighborhoods)

• Inspiration (motivational or mindset content)

• Relevant personal stories

• Social proof (client testimonials)

• Niche-specific content

Every video needs a hook. Grab attention in the first few seconds. Some strong hooks include:

• “You won’t believe this…”

• “This one mistake costs buyers thousands…”

• “Agents, stop doing this…”

Visibility Over Virality

“Video isn’t about going viral,” Haase said. “It’s about staying visible.” If your video gets 200 views, that’s 200 people seeing your face, hearing your voice and getting to know your brand. Where else can you make that kind of impact at scale?

In today’s competitive market, video is no longer optional—it’s essential. By embracing authenticity, defining your niche and showing up consistently, you can build a brand that resonates—and a business that grows.

Nicole Slaughter Graham is a contributing editor at REALTOR® Magazine and the manager of the YPN Lounge. Connect with her at ngraham@nar.realtor.