‘Playmakers’: The ‘No. 1 way to get more views on social media’ 

Editor's note: The Playmakers podcast explores the biggest shifts in real estate with those who are shaping the industry's future. Check out our top takeaways and watch the latest episode from host Andrew Flachner, co-founder of RealScout.

The views, thoughts and opinions expressed in the Playmakers podcast belong solely to the podcast creators and guests.

On this episode of the Playmakers podcast, content strategist Neel Dhingra offers advice for agents who want to start making videos for social media — or level up the content they're already creating.

Developing your personal brand is key, but so is tuning into topics of interest to potential clients. And don't discount the importance of looking professional on camera.

"People treat you better when your content looks better," the Forward Academy founder and CEO said. "People treat you better when you can communicate."

The basic tools you'll need: To shoot video content, an agent will at a minimum need a smartphone — don't forget to wipe the lens before using the camera — and a light. You'll also need a microphone if you're going to be more than an arm's length away from your phone.

When filming inside, position the light at a 45-degree angle from your face. "You'll just notice your video quality improves tremendously," Dhingra said. "And if you want to skip the mic and light, just go outside on a normal day and film at arm's length, and you'll be good."

Rely on your experience: If you're not sure what your videos should cover, consider the concerns your past few clients faced.

"Every deal has a roadblock — some small, some big," Dhingra said. Think not only about the problems you encountered, but how you overcame them. "Those are going to be the pieces of content."

The 'news hack': Another way to generate video ideas? Take a spin through the day's top headlines. "The number one way to get more views on social media is to talk about things that people are already talking about," Dhingra said.

Begin your video by addressing one piece of news that may be relevant to potential clients — cite reputable sources to build trust if you're just starting out — before offering your take.

"As you start building your personal brand, it's very important that you insert your point of view, your commentary, on each of these topics," he said. If you don't, the strategy will still work — "but they're not going to value you, they just value the information."

Skip the videographer — make this hire instead: Videographers can be helpful, but what agents really need is someone who knows how to distribute footage.

"You need people to help you get all this content onto the internet, publish all of it. It's hard to package it all and get it published," Dhingra said. "That's the first hire as a content creator."

After all, "the best content doesn't win on the internet — it's the best-packaged content."

Your 90-day plan: For the agent just starting out with video, Dhingra recommends investing time up front in content ideation. At first, about 60% of your posts should involve the kind of content you've seen work for others, while the remaining 40% should be experimental content that's more personal.

"I would do an ideation and shooting session once a week for those 90 days and see what worked," he said. To start, "we're going to post a reel Monday, Wednesday and Friday. Then we're gonna post Instagram Stories every day — just something behind the scenes, something that's going on."

A couple of weeks in, take a step back. "Success leaves clues," Dhingra said, adding that agents should assess how they can do more of what seems to work.

"Content is not about coming up with 100 new ideas," he said. "It's about finding the five that work and figuring out 100 ways to package those same ideas over and over."