The Power of Video to Grow Your Business
Trevor York breaks down how he used Instagram video content to flip the agent-prospecting dynamic — going from cold outreach to agents approaching him at networking events. This episode covers platform strategy, bio link optimization, DM outreach tactics, and how to blend consumer-facing content with agent relationship building. Best for LOs who know they should be doing video but haven't committed to a platform or process.
You don't need a massive following — consistent, localized video content makes agents recognize and approach YOU at in-person events.
Takeaways you can run this week
- Pick ONE platform (Trevor chose Instagram) and go all-in before repurposing. Post Reels consistently, then have an assistant cross-post to YouTube Shorts, TikTok, and Facebook Reels — do not try to create natively for five platforms.
- Replace your link-in-bio with a clean landing page (5 options max) organized by where the visitor is in their journey: VIP email list for early-stage consumers, 'Free Consultation' button instead of 'Get Pre-Approved' (Trevor says significantly more clicks on the softer CTA), and a 'Let's Work Together' page for realtors listing your states and a short intro video.
- To start a realtor DM conversation on Instagram: find an agent who is posting videos (even bad ones), send this message — 'Hey, saw the videos you're making, that's awesome, keep killing it. If you want to link up and talk about this stuff, let me know, I'd love to have you drop by the office.' Trevor reports near 100% response rate because they've already seen your face in your content.
- Make all video content consumer-facing — it's a larger audience, and realtors who watch it get shareable 30-second talking points they can use with their own clients, which builds your credibility without you targeting them directly.
- Build an email capture inside your link-in-bio (Trevor uses a 'VIP list' framing). With zero verbal CTAs in videos, he grew this list to 400 subscribers — 95% consumers who voluntarily raised their hand for loan content.
- Start making videos now even with no following — Trevor had sub-1,000 followers when agents at a RE/MAX grand opening approached him saying 'I've watched all your videos, can we link up?' Volume and consistency matter more than audience size in early stages.
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GET FREE ACCESSThe playbook
- 1. Choose Instagram as your primary platform if you want DM-based relationship building with local agents.
- 2. Set up your profile: professional photo, clear bio stating who you help and where, single link driving to a clean landing page.
- 3. Build your landing page with 5 or fewer options: VIP email list, free consultation (pre-approval), pre-approval for ready buyers, 'Let's work together' for realtors, and optionally a community/Facebook group.
- 4. Create consumer-facing short-form video content (Reels). Focus on making complex topics simple and short. Use a good light and mic; phone camera is sufficient.
- 5. Follow local agents on Instagram. Many will follow back. Let them see your content passively for a period.
- 6. DM agents who are posting their own videos: compliment their effort, offer to connect, invite them to your office.
- 7. Have an assistant repurpose each Reel to YouTube Shorts, TikTok, and Facebook Reels — same content, minimal extra effort.
- 8. Repeat consistently; do not optimize for post timing or obsess over hashtags — algorithm rewards completion rate and engagement quality over posting schedule.
Worth quoting
“Realtors were coming up to me that I didn't know who knew exactly who I was — 'I love your videos, can we link up?' This is realtors asking me to coffee now.”
“Free consultation gets significantly more clicks than 'get pre-approved' because it's a lot less threatening.”
Best for
LOs who are active on social media but posting randomly without a platform strategy, bio funnel, or DM outreach system.