'Hook Them, or Lose Them!'... #47 Toby Martin

In this episode of Property Porn Stars, David Lindley sits down with Toby Martin, Chief Content Officer at Unchained.Marketing, to unpack the real role of video in modern estate agency.Toby shares his journey from a 13 year career in lettings to stepping into the world of marketing consultancy, and explains why video is no longer optional for agents who want to win instructions.The conversation explores the concept of Google’s “messy middle”, why 70 percent of a client’s decision is made before you step through the door, and how agents can batch create six months of content in a single day.They also debate presenter led property videos, discuss whether agents should feature themselves in tours at all, and share practical advice on camera confidence, editing, AI tools and why most agents are sitting on a goldmine of untapped content.If you are serious about growing market share in the premium space, this episode is a masterclass in modern visibility, covering: • From Lettings to Marketing: Toby explains his move from a stable employed role in lettings into consultancy and now Unchained, driven by a passion for helping agents market better.   • The Messy Middle: By the time you arrive at a valuation, vendors are already up to 70 percent through their decision. Clients research online, consume content and form opinions before meeting you.   • Video Is Where Attention Lives: Around 82 percent of internet traffic is video. If agents are not creating video, they are not meeting clients where they already spend time.   • Fast Forwarding Trust: Regular video content accelerates familiarity and authority. Vendors feel they already know you before you meet.   • You Are Sitting on a Content Goldmine: Estate agency is complex and fascinating to consumers. FAQs, market updates, process explanations and behind the scenes insights provide endless content opportunities.   • Batch Content Is the Answer: One focused filming day can produce 50 to 70 short videos, giving six months of evergreen content. Two days per year could power an entire annual strategy.   • Camera Shyness Is Discomfort, Not Fear: Confidence comes from repetition. Toby recommends a private daily 60 second diary for 60 days to build natural ease on camera.   • Hook or Lose Them: You have roughly three seconds to stop the scroll. Avoid introductions and filler language. Lead with a compelling statement or visual hook.   • Serious Often Equals Boring: Estate agents default to grave, formal delivery. Approachable, human and occasionally humorous content performs better.   • The Property Video Debate: The episode explores whether presenter led tours help or hinder premium marketing, and introduces the idea of seller led storytelling videos as a powerful alternative.   • Editing and AI Realities: CapCut remains a practical tool for in house editing. AI can assist but cannot yet fully automate quality video production.   • Video as Foundational Marketing: Educational and advice based content forms the core layer of modern agency marketing, with aesthetic property content layered on top.  [Side note - this episode was recorded many months ago, so Toby's 'new role' isnt all that new anymore!]