Video is the most preferred content format for B2B and B2C, and it’s also an incredibly powerful tool for boosting property sales.
There’s been a lot of talk about whether or not video marketing works for real estate businesses. Because there is no shortage of video content, it can be hard to sift through what matters and what doesn’t.
In this article, I’ll help you cut through the noise by sharing important qualities of effective video marketing and how you can use them to boost your real estate business.
As a real estate agent, you have the unique opportunity to leverage video to build your brand. While other real estate agents compete for attention on social media, you can stand out by creating valuable content that educates and informs.
According to HubSpot, 71% of people say they feel more positive about a product or service after watching a video about it. Video is the perfect medium to establish your brand as an industry expert and position yourself as a thought leader.
Creating videos that educate your audience and provide value is the best way to build trust with your leads. By consistently producing educational content they find helpful, you’ll be top of mind when they’re ready to take their next step in the home-buying process.
Let’s begin with the most obvious great video: a walkthrough. It’s important to have a video walkthrough of your listing so that people can preview the property before they visit it in person.
The audio should be crisp and clear, not silenced, and the video should not be shaky — this is a turnoff for viewers.
There are many options for shooting your video, from using a professional camera to an amateur one.
Professional cameras produce higher quality videos and give you more control over the features, but amateur cameras like GoPro cameras can be just as effective for creating high-quality videos.
Whatever you choose, make sure you get a steady shot by using a tripod for your camera.
Why Video Marketing Works for Real Estate
Real estate has always been about location, location, location. But today, it’s all about time: time spent on a website, time spent on a specific page, and time spent on a particular listing.
If you have videos on your website, they will naturally keep visitors on that page longer than if there are no videos at all.
Videos also boost brand reputation because they show you how to solve your customers’ problems — without having to set foot outside of their home or office. This makes you more credible in the market than your competitors who don’t use video at all.
Capture the attention of new audiences on social media and other online platforms.
One of the biggest challenges in real estate is finding new clients. When people search for a home or property, they start their search online since it’s so convenient.
By using real estate video marketing and posting videos on different platforms like Facebook, Instagram and YouTube, you will reach more people who are actively looking for homes in your area.
Also, If people like your videos, they may start following your profile or pages not to miss any updates.
When people are genuinely interested in what you’re sharing, this increases their likelihood of contacting you when they need a real estate agent.
The possibilities are endless!
Increase traffic to your website
Drive traffic to your website from different channels and stay ahead of your competition. You must always have a consistent flow of traffic coming to your website.
If you create great content and share it on social media, YouTube, your blog and other places, you will get more exposure and more eyes on your website.
You will not only get people to your website, but they will stay there longer and engage with the content. They will want to look at more videos and come back again and again.
Use Video to Showcase the Neighbourhood
When potential buyer starts their search online, they want to know everything there is to know about a property before they even step foot in it.
And if you’re a realtor looking to stand out from the rest, this means using every tool in your arsenal to draw buyers in and make them fall in love with every aspect of the property. This includes showcasing what makes the neighbourhood unique.
A great way to do this is by creating a video that highlights local attractions, schools, restaurants and other special features nearby.
Showing off the property is a big part of the process.
The primary purpose of real estate videos is to show off the property you are selling.
You can do this in various ways, ranging from time-lapse videos of the surrounding area to omnidirectional views from within the property itself.
Real estate videos should capture the essence of a property and give viewers a feeling of what it would be like to live there.
Use videos throughout the sales cycle, not just for showings.
Videos can help you create personal connections with clients all along the sales cycle, not just at the end during showings.
For example, You can use videos to introduce yourself to prospective clients early in the sales process — before they’ve even had time to meet you in person.
To create property videos that sell, here are some of the key elements to keep in mind:
Property Video Length: Most property videos should be 1-2 minutes long. This gives viewers a good overview of your listing without getting too bogged down in details.
Highlight Key Features: Every property has unique selling points. What makes your property special? Make sure to highlight these key features throughout your videos, such as a high-end modular kitchen or an expansive balcony.
Music: Music can set the tone for your video and make it more appealing to viewers. Choose a song that matches the mood of your video and doesn’t distract from the images.
Once you’re ready to take a plunge into video content, you’ll have your work cut out for you. But the efforts will be worth it when you see results like these:
- Establish your brand as an industry expert and position yourself as a thought leader.
This is the easiest way to boost credibility, gain trust and demonstrate expertise. Buyers are more likely to choose agents who are perceived as trustworthy and knowledgeable.
- Demonstrate market knowledge and build credibility with consumers in your territory.
You’re an expert in your area, so show off that expertise! Share insights on housing trends, advise about the local economy or spotlight new developments in the area.
Consumers will appreciate the insider knowledge and be more inclined to work with someone who is clearly “in the know.”
- Get conversations started by creating shareable content.
The most successful real estate video marketing campaigns are easily shared across social media platforms and through email channels.
Create interactive content like quizzes or polls that motivate viewers to share their results with friends and family (and don’t forget to include a call-to-action button that leads back to your website).
Video Marketing Bonus Tips.
- Testimonials from past clients.
- A video that provides a quick overview of your services and what makes you stand out from the competition.
- A video with tips for homebuyers or sellers, including things like how to stage your home for sale or what to look for when buying a new property.
- A video that introduces your team members and shows their expertise in real estate.
More than anything, good videos display emotion. Real estate agents spend their entire careers transforming strangers into people they can trust and eventually into customers. The most effective way they’ve found to do this is to display as much emotion as possible without having a live conversation. This sounds easy enough, but it’s more complicated than it sounds.
Please keep in mind. Keep your videos short, sweet, and relevant to your audience. Whether you decide to hire a professional or create your own videos, it’s important that they’re created with high-quality in mind (sound/visuals).