← Your Daily Real Estate Podcast with Tristan Ahumada
Your Daily Real Estate Podcast with Tristan Ahumada
Episode 806: Stop Chasing Trends: How to Build a 3-Year Lead Machine
00:13:27
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Let me ask you something. If I told you there's a platform where an account with zero followers can get a million views on a single video, and another platform where one video you post today can still bring you clients three years from now, would you want to know how to use both of them? I'm sure the answer is yes. So good. Good answer. Because that's exactly what we're going to Talk about today. TikTok and YouTube. This is part two. Yesterday was part one. We'll wrap up with part three. We're going over six platforms. This is the middle one. TikTok and YouTube, two completely different animals here. One is the fastest content distribution machine on the planet, at least for now. We'll see how it changes. The other one is the Internet's library and the second most visited website in the world. That's YouTube. And most people are either ignoring one of them or using both of them. Wrong. Now, some of my friends are using it amazingly well, and I want to help you show up better. Here's the thing, these two platforms aren't competing with each other. That's a crazy thing. They're doing totally different jobs. And when you understand what each one is actually built for, you stop guessing and you start growing. So let's break it down. Let's start with TikTok. And before you say it, no, it's not just for teenagers doing dances. It's not just for dancing in general. It has become now a behemoth of people giving value their opinions, and it's become massive in the political world that we all have all been thrown into. That stereotype is kind of old now. So I want you to start thinking of TikTok as a place where social media happens first. And it's matured quite a bit. It's the fastest growing audience that we have on all platforms. Outside of what's happening recently, because the US government took it over, a lot of people have been jumping into Instagram. But TikTok still remains pretty relevant right now. And the average age of people going in there ranges between 25 to 45. And that's pretty much millennials and some Gen Xers in there. That's probably the most of what you're going to get. There are some Gen Z's as well, but for the purpose of who we want to target, it's the millennials and the Gen Xers. Those are the ones that can buy and sell homes. And of course, we want to connect with them the most. That's who's on TikTok. Now here's what makes TikTok fundamentally different from everything else. The algorithm doesn't care how many followers you have. Isn't that crazy? It cares about one thing. Is this video good? A video from a brand new account can hit a million views if it resonates. That doesn't happen anywhere else. Actually, nowhere else. So how do you use it? Speed and authenticity, that's the key. That's the formula. The content that performs best on TikTok feels off the cuff even when it's planned. Talks directly to the camera, shares a quick tip, or reacts to something you tell. A short story. You don't need fancy editing. You don't even really need to edit that much at all. I mean, a lot of us just shoot on our phone and sometimes edit on capcut, and that's pretty much it. And some of these videos don't even have the best lighting. In fact, polished video may not even perform as well as just video that you shoot on the fly. And I want you to be able to show up better by doing these things. Now listen to this part carefully. The first one to two seconds on your video really determines everything. If you don't hook someone immediately, like telling them what this video is about, finding that niche, then they're going to be gone. They've already swiped through. I mean, on TikTok we're swiping fat. So start with a bold statement, a surprising fact, a question that makes someone's brain go, wait a second. What you have to earn the next second or the two seconds or the next 10 seconds, because this is how you connect with people and you have to post frequently. TikTok rewards volume more than any other platform. The algorithm needs data to figure out who to show your content to. And more posts means more data points if you're serious about growth. And one to two posts a day is your baseline, that's good. It's better than one to two posts in a week. So that's how you have to start thinking about TikTok. Now, trends, use them, but don't chase them blindly. When a trending sound or format genuinely fits your message, use it. I always say, hey, look, listen, if you, if it fits what you're gonna do, do it. If it doesn't, don't force it. It won't look good, right? But when it fits, man, that looks smart, just don't force the trend. Don't be a. Don't be chasing these trends that just don't fit. It looks desperate. Know the difference? Bottom line, TikTok is the reach platform. If your goal is getting in front of people who've never heard of you. Top of funnel awareness, right? Nothing else comes close. But there's a difference because you'll see a lot of people start on TikTok and then funnel to something else. Meaning they're going to funnel to a website with a landing page or a newsletter or even YouTube. Right. And that's what I want to talk to you about next. It's the power of this other platform, which sometimes you may think, man, this is a mystery to me, how do I, how do I do a better job with YouTube? Because YouTube is the Internet's library and I need you to really sit with that for a second. One of my friends, Sean Cannell, who created Think Media, has got like three and a half million followers. He said, tristan, the great thing about my 8 year old video is that people can go and search that term and still find it. You can't do that with Instagram or Facebook or TikTok. The lifespan of those videos dies out quick. When he told that to me, I was like, oh, that is a big difference. That's a massive difference. Because that changes how you approach creating content. I need to create more content on YouTube because of that. Every other platform is built around the feed, what's coming in fast, right? You post something, it gets pushed out and within 24 hours or 48 hours, it's basically dead, gone. YouTube, it's the opposite. A video you post today can still be generating views, leads and, and revenue three years from now. Now that's not an exaggeration. I see it happen daily with people making these long form video content. I mean, I'm sitting on this, doing it right now. If you're listening to me on a podcast, I also shot a video on YouTube and I watch it happen daily because we post daily. This is how YouTube actually works. And it works that way because YouTube is a search engine. It's the second largest search engine in the world. Now the difference is it also gives you content from YouTube, where Google gives you content from everywhere. The difference is YouTube keeps it within the YouTube search. Which is great, right? People come to YouTube with intent. They're typing in a question and they're looking for a solution. A short video explaining something or a long video explaining something so that they can better understand it. They want to really dive deep on a topic, which means your content meets people at the exact moment they're looking for what you offer. That crazy. So how do you use it? First think like a Search engine. Before you create a video, ask yourself, what would someone actually type into YouTube to find this? Build your title and your topic around that. Answer. My friend says ask specific questions. Right? Think about that asq. Remember that if nobody's searching for it or for whatever you're doing, nobody's finding it. Second, thumbnails. Thumbnails are half the battle. I want you to think about this. When you're on YouTube, it's like when you're on Netflix. If you're on Netflix, that picture tells you the story of what you're about to watch. It's the trailer for what happens next. And like I said, thumbnails, they're half the battle. I don't care how good your video is, if the thumbnail doesn't make someone click, they're just never going to see it. Faces with expression, bold text, high contrast. That creates curiosity and clearly shows that value of clicking. That's your job. With a thumbnail, isn't that crazy? Third, long form content builds authority. Now this is a big one that we sometimes miss because it almost feels obvious. If someone watches you teach them for 10 minutes on rowing or on building or fixing a window, right? They trust you in a way that a 15 second clip just can't achieve. That's where you become the go to person in your space. Not from a reel, not from a TikTok, from a YouTube video where you went deep and actually helped somebody. Now YouTube has shorts too, and shorts are great for discovery. They work a lot like TikTok and reels where they're just shorts and they scroll through and it's quick, you go to the next one. But here's how you use them strategically. Shorts are the hook. Long form is still the payoff. Use a short to give someone a quick insight, then point them to a full video. In fact, YouTube shorts have this little section at the bottom where you click it and it shows you that video that it connected to, that longer form video. Isn't that crazy? It's like a one, two punch TikTok style discovery with YouTube level depth. What makes YouTube different from everything else? Well, I think at this point, you know, right. But it's an authority platform. Content has incredibly, incredibly long shelf life. The search driven nature means your videos are working for you around the clock. And I watch it happen with people talking about their community or things to do in an area. And it works while you're asleep, while you're with your family, while you're on vacation years later. No other platform builds that credibility. And generates long term compounding like YouTube, it just doesn't. So here's where it all comes together. TikTok gets you discovered. YouTube gets you trusted. One is the fastest reaching machine in the world. The other one is the most powerful authority builder on the Internet. When you use TikTok to get in front of new people and YouTube to turn those people into believers, that's the strategy. In fact, you watch it with some of these big tiktokers and say, if you want me to go deeper into this, go to my YouTube channel and watch the in depth video there. Isn't that crazy? Now, now you're not just posting content and hoping for the best, it's building something intentional. So please do me a favor. Stop treating every platform the same. Start respecting what each one is built for. And remember, behind every view, every comment, every subscriber, there's a real person. And they're looking for someone they can trust. And I want you to be that person. Now, this is part two of three. Tomorrow I'll be covering LinkedIn and a secret one. Well, not so secret, but I think it's secret. It's growing. It's an amazing platform. I call it a social media platform though. It's kind of iffy on it. But tomorrow, tune in. This is part two. If you missed part one, I talked about Facebook and Instagram yesterday. Jump into that one. Have an awesome day.