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Social media and a simple video system

Short answer: Social media lets families and attorneys find you when they are ready, not when you happen to send a letter. Publish short, helpful videos that answer one real question each, turn every video into a page, an email and a post, and build a library over time. Think like a publisher, not an advertiser.

Why does social media matter in this niche?

Personal representatives are often overwhelmed. They didn't ask for the job, and they usually aren't searching for “probate real estate help.” But they are on Facebook, Instagram, YouTube and Google. A video that answers a question they have today can still be there when they need it a month from now. It works while you sleep.

What does it do for attorneys and past clients?

Attorneys value competence, consistency and credibility. An active channel that shows you explaining the process, and interviewing professionals who serve families, is a working resume. A short video with a past client is stronger than a closing photo. With permission, ask why they chose you, what helped, and what they'd tell someone else. Stop posting “just sold” key photos and share real stories instead.

What if you don't like being on camera?

Most people don't, at first. People don't want polish; they want sincerity. Start with videos you don't publish and use them in emails and replies. You don't need to go viral. You need to be visible.

What is the video system?

1. Strategy. Pick one audience (an executor, an out-of-state heir, an attorney) and one searchable question.
2. Structure. Five parts: hook, explanation of the process, a real-world example (anonymized), options, and one clear next step.
3. Script. Write it plainly.
4. Record. One section at a time.
5. Edit. Remove pauses and filler, add a simple title, add an end screen.
6. Search setup. Use a title that matches the question, a two-line searchable summary, and links.
7. Multiply. Turn each video into a YouTube description, a web page, a short email, a Facebook post, a LinkedIn post, a few short clips, and an FAQ page.
8. Page layout. Video at the top, a short summary, bullet points, common questions, and a simple form.
9. Email. Short and calm: three short paragraphs, three bullets, and a link.

What should you publish?

Questions real families ask, for example: How long does probate take? Do you need an appraisal? Can I sell the house before probate is over? Is it cheaper to handle probate on my own? Over time, aim for a library of searchable videos, all linked to each other, each pointing to a helpful page.

What should you be careful about?

• Keep stories anonymous or get written permission.
• Don't promise results or prices.
• Follow TREC and platform advertising rules.
• If you include legal information, have an attorney review it and say it is general information.

Try this week

1. Choose one question a family asks you most often.
2. Outline a five-part video for it.
3. Record the first section on your phone.

Questions people ask

How long should a video be?

Long enough to answer the question. Mine are usually under ten minutes.

Do I need fancy equipment?

No. A phone, good sound, and a quiet place are enough to start.

How often should I post?

Choose a schedule you can keep. One video a week is a good goal.

Example: See a step-by-step guide built from a video script (my own site). This links to my own site, Cities Real Estate.

This lesson is educational. Results depend on your niche, your effort, and your follow-up. Nothing here is legal advice, and nothing here promises leads, listings, clients, or income.