Webinars for buyers and investors: how to turn a talk into appointments
A webinar is not a live stream on social media. On social media you talk to whoever happens by; in a webinar, to people who signed up to hear you on a topic. That difference makes it very useful for buyers who need information before they decide: the Colombian in Spain who does not know how to buy from abroad, the investor who wants to understand an area, the couple about to buy their first home.
Well planned, a 45-minute webinar on how to buy a home in your city from abroad can generate more appointments than a month of ads, because the people who attend have already raised their hand.
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Webinar or live stream
| Social media live stream | Webinar | |
|---|---|---|
| Who watches | Whoever passes by your profile | Whoever registered |
| Attendee data | Usually just their username | Name, email, phone and country, with consent |
| Topic | The project | A buyer's question |
| Length | About 30 minutes | 45 to 60 minutes |
| Follow-up | Hard | Direct, to each registrant |
They do not compete: the live stream draws new people and the webinar goes deeper with those who have already shown interest. We explain how to run a stream in how to run a live stream.
The topic is the buyer's question
Nobody signs up for "presentation of our new project". Plenty of people sign up for a question they have:
- How to buy a home in Colombia from abroad: payments, powers of attorney and trust accounts.
- Investing in homes to rent out in your city: areas, unit types and numbers.
- Your first home: subsidies, mortgages and the down payment.
- Buying off-plan: what protects the buyer and what to ask.
The project appears as the example that answers the question: the unit type that rents best, toured in 3D; the unit that fits within the subsidy; the project's trust account, by name. The person who came for information leaves with a specific project in mind.
The structure
| Minute | What happens |
|---|---|
| 0–5 | Introductions and what they will learn |
| 5–25 | The topic, with data and examples |
| 25–35 | A live tour of the project as the example |
| 35–50 | Questions |
| 50–55 | Next step: a private video call for their case |
Guests who add value
A sales manager talking about their own project is not very convincing. A bank adviser explaining mortgages for Colombians abroad, a lawyer explaining the special power of attorney or an urban planner explaining the area gives the webinar credibility and, on top of that, their own audience. The project benefits from being alongside them. Ask each guest to promote it on their channels.
Registration and attendance
A significant share of registrants do not join live. ON24, which publishes benchmark figures for business webinars, reported for 2025 that on average 60% of registrants attended and that half of attendees watched on demand. These are corporate webinars in other markets, so treat it as an order of magnitude, but the lesson applies: the recording and the follow-up are half the work.
- A short form: name, email, WhatsApp, country and a question they want answered.
- Clear, visible consent for data processing.
- Reminders a week before, a day before and an hour before, in their time zone.
- The recording, sent to every registrant the next day.
The question each person leaves on the form works twice: it tells you what to cover in the webinar and gives you a concrete reason to write to them afterward.
The live tour
The moment of the webinar people remember most is when the project appears in 3D: the rental unit type furnished, the view from the floor someone asked about, the kitchen with a different countertop. Do not use a recorded video: the real-time tour lets you go wherever they ask. We explain how to share it without it freezing in sharing the virtual model on a video call.
The follow-up
The next day, every registrant receives the recording, the tour link and an invitation to a private video call. Those who asked questions during the webinar also get a personal answer. It is the step that turns the talk into appointments, and the one most often left for later.
How to measure it
- Registrants and live attendees.
- Those who watched the recording.
- Questions received.
- Video calls booked in the following seven days.
- Reservations over the following two months.
At Inviewd we build the project's 3D model that is toured live during the webinar and that every registrant later receives on their phone. If your main audience lives outside the country, see also selling homes to Colombians abroad and how to sell to an investor who will never visit the project.
Frequently asked questions
What is a real estate webinar?
An online talk with prior registration, on a topic the buyer cares about, such as buying a home from abroad or investing to rent. The project is shown as the example that answers that question, with a live 3D tour.
What is the difference between a webinar and a live stream?
A social media live stream talks to whoever passes by your profile and leaves almost no data. A webinar talks to people who registered, collects name, email, phone and country with consent, and allows direct follow-up with each attendee.
How long should a webinar for home buyers be?
Between 45 and 60 minutes: the topic with data and examples, a live tour of the project, questions and an invitation to a private video call for their case.
Sources
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