Video is a powerful tool in every marketer’s tool belt. However, it is remarkably underutilized in real estate. If you’re a realtor, you’re definitely a marketer, whether you realize it or not. Your job is selling. Selling means making people want to buy your listing or hire you to sell their home. That’s exactly what marketing is all about.
According to the 2021 Tech Survey from the National Association of Realtors Research Group, 37% of realtors say they use video in their marketing. However, 27% do not. The remaining 35% say that while they currently do not use video for marketing, they hope to do so soon.
A property video is not only a tool to sell a listing, but It can be a powerful marketing tool to promote your own branding. A high-quality property video makes the home seller elated. They feel that you’re totally invested in doing the best possible marketing job to sell the home. Consequently, they may even refer you to their friends and family.
Did you know that according to an Inman research, 85% of home buyers and sellers prefer to work with an agent who uses video as part of their marketing effort.
For agents who are still on the fence about video marketing, now is the time to invest in high-quality content for each property you list. Furthermore, consider it as an investment in promoting your own business. Show a high-quality property video at your next listing appointment. It can beat out competitors who are still lagging on the video trend.
How to Use Video Marketing for Real Estate
Use video to show off your property…and yourself.
A high-quality real estate video tour can emotionally influence a home buyer. It’s much more effective than just photography and text descriptions. You, as the agent, can appear in the video, giving a tour and talking about what makes this home so unique. This not only makes the property video more effective. You will be building your reputation and perceived as the expert in your real estate profession. Take a look at this good video example.
The property video can direct the viewer through the home with the staging done perfectly and in the best lighting. The property video can be a permanent virtual open house for any property you’re trying to sell and entice buyers to come and see it.
Plus, it gives remote buyers peace of mind that they’ve seen the property, even if not in person. They’ll feel more confident in their decision than they would without the video option.
In today’s market, most listings sell quickly. However, you need to remember that a property video keeps your seller happy, which in turn could lead to a referral. It can be a powerful tool to use in your next listing appointment to win another listing.
Reach your customers digitally, where they spend their time.
Although print media, such as newspaper and magazine, still effective, it is quickly giving way to online searches for people looking for a home.
What does this mean? If you want to reach prospective buyers, video is the most effective tool. Video is the most engaging type of content online. As a result, it is being prioritized by digital algorithms. Social channels like Facebook and Instagram, as well as search engines like Bing and Google, explicitly prioritize video content in feeds and search results. If you’re not using videos but your competition is, you’re going to lose out on the huge swath of digital audiences every time.
Connect with your customers directly.
The beauty of a property video is that it can get personal in the way that you communicate information. It provides a personal and emotional touch for viewers exploring your properties and when done properly, it can build a sense of trust. This is especially true if you appear in the property video giving a tour and showing a bit of your personality. You can answer common questions about the property, a brief overview of the neighborhood, and highlight the selling features. Give some thought and customize the video for each property. Make it impressive, informational, or fun, but always engaging and be yourself. Our video team is experienced and can help with ideas and coaching.The home seller will love it and more importantly, new sellers will see you as a great marketer whom they would like to work with to sell their real estate.
You can answer common questions about the property, a brief overview of the neighborhood, and highlight the selling features. Give some thought and customize the video for each property. Make it impressive, informational, or fun, but always engaging and be yourself. Our video team is experienced and can help with ideas and coaching. The home seller will love it and more importantly, new sellers will see you as a great marketer whom they would like to work with to sell their real estate.
Where to promote your video
Now that you have your video, what do you do with it?
Video is a tool that you can use almost anywhere online. There are countless platforms and channels that support video content. You can use any or all of them as you see fit. Once you have the property video, or several videos, you can have it re-edited and repurposed in multiple formats to stretch your marketing dollars.
Here are a few of the most common options we’d recommend exploring.
Your Website
Use your real estate video anywhere and everywhere you can. Your homepage, your property website, your “About the Agent” section, and more. You might consider creating a video for each property. You can also create a lifestyle type video that profiles who you are and introduce yourself as a real estate professional.
Social Media
Social media is a must for virtually every industry today. Instagram, Facebook, Twitter, LinkedIn, and any real estate forums or organizations you or your company are active in. Keep the posts short and to the point. Frequency and consistency are most important.
Do you have a database of people who’ve shown interest in buying property? Send regular video updates about new properties. Generally, communicating directly to segmented lists is one of the highest revenue drivers. Don’t forget to include a link to your profile video in your signature line.
SMS
SMS marketing is an enormous opportunity to reach your potential customers directly and ensure that they get your message. Additionally, having a video is more likely to catch their attention and engage.
Partner with a creative video team
Most home buyers and sellers typically have only a few real estate transactions in their lifetime. They’re usually looking for guidance and prefer to work with someone they like. A video that focuses on who you are, your approach and qualifications as a real estate agent may be just the thing to win them over.
Your primary focus of a brand video is to introduce yourself and gain trust. A high quality and engaging video will set the stage for your potential client’s perception and expectation of your professionalism.
Video marketing must be consistent to be successful. You need to partner with a creative video team focused on your profession. They can help you produce video in multiple formats with a consistent message and style. The length and scope of the video can be tailored to just what you need. Stay focused on the big picture. Be patient and your business will grow.
