With high volatility in property markets, real estate agents are finding it hard to survive. Add to this a changing business environment, with a shift towards digital, low inventory, online competition from listing portals, new technology trends in housing, among other issues. Such unique challenges demand creative solutions. Therefore, it is time to embrace real estate video marketing.
Digital video marketing is one of the most effective solutions across industries to deploy. Moreover, video content is the future of marketing. Already, most marketers are now integrating it into their marketing strategies.
Today, 92% of marketers believe that video marketing is a crucial component of their marketing strategy. In 2021, another that research shows internet users will spend 100 minutes a day viewing online videos. These are just a few of the numbers highlighting the importance of video content.
Real estate video marketing is no longer an option but a necessity in this industry. If you are a real estate agent, it’s time to tweak your marketing strategy to include this dominant type of content.
In this post, explore the benefits of video marketing in real estate, ideas for video marketing, and other tips for a successful real estate video campaign.
Should You Invest In Real Estate Video Marketing?
Real estate is a visual-oriented industry. Consequently, home buyers rely heavily on what they see before they narrow down on possible purchases. Video marketing is thus the perfect tool for a real estate agent.
Below are some other benefits of this innovative marketing strategy:
Showcase your Listing
There’s no better way for a real estate agent to showcase their listing. It’s now possible to leverage virtual tours to take your clients to all corners of listed properties. Moreover, real estate video marketing is a simpler and easier way to promote your listing compared to the use of multiple images.
Telling a Story
Video is one of the most effective tools for telling a brand’s story and more. With video marketing, a real estate agent can do more than show features of a property listing. You can harness video tools such as images, content, captions, and voiceover to tell a unique story about your real estate business.
Furthermore, you can use your on-camera personality to attract potential home buyers. Remember, it’s easier to connect with potential buyers through visual content.
Rather than showing an image of a room, you can showcase the space more creatively through video. This practice will impresses viewers and establishes a personal connection and increases the chances of conversion.
Show Those Unique Features
Without the right marketing tools, it’s hard to attract potential buyers for physical viewing. A video is a creative tool that takes your viewers to those areas that are unique digitally. Nonetheless, it is a chance to show the value proposition by directing your viewers to exclusive features.
For instance, if you have a Jacuzzi in a property or an attic, why not include this in your real estate marketing video?
Other unique features such as pools, fireplaces, granite countertops, and renovated basements appear more impressive on video. A mix of video, graphics, photos can all bring to life your property, thus increasing the chances of conversion.
Compelling Call to Action (CTA)
A call to action (CTA) is essential in real estate marketing. However, it’s not easy to achieve the desired result using CTAs in written content. Hence video is an excellent technique if you want a compelling CTA.
It should resonate with viewers plus establishing a connection, allowing you to tell the viewer what you wish them to do next.
Whether you want them to click, sign up, contact you, find more information, or visit your website, it’s easier when having a compelling CTA to video content.
Lead generation is challenging in real estate marketing. Moreover, getting people to look at your listing in today’s crowded market is not easy. Therefore, you’ll have to adopt an innovative strategy. One of them is video marketing for real estate agents.
Video can generate valuable page views if you include it in your pages. Furthermore, this type of content might give potential buyers the last nudge they need to make that call or click.
If you already have a compelling CTA, you will see a significant impact in your lead generation if you add visual content.
Nonetheless, research shows that property listing featuring video boasts four times more lead generation than those without one.
Leverage Versatility of Video
One of the main advantages of video content is the fact that you can use it for a diverse range of applications. As a real estate marketer, you can deploy video for:
- virtual tours
- user-generated content (UGC)
- promote new listings
- educate your target audience
- introducing your company
- plus many other uses
Fortunately, it’s easy to tailor videos to suit your unique business needs. For instance, if substantial infrastructural projects are coming up in your market, you can showcase them on your website in video format. It will boost interest in your property listing.
With video, you can also achieve a broad range of objectives, including:
- brand promotion
- boosting conversion
- increasing organic traffic
- search engine optimization (SEO)
- raising revenues through higher sales
- brand visibility
- social media shares
Immersive Experiences with VR and AR
Real estate marketing is about experiences. This is one reason why virtual reality (VR) and augmented reality (AR) are significant trends. Furthermore, these two video technologies offer viewers a unique and immersive experience.
Luckily, it is now possible to create marketing videos that take the potential buyers closer to your listing without being there. These trends add to the effectiveness of video marketing for real estate marketers.
Boost to Social Media Strategy
Video is the most popular content on social media platforms. It is one reason for real estate agents to invest in video marketing. Now that most internet users spend time on social media, you’ll have to build a huge presence here.
One way to do this is by creating social media-ready content. If your real estate videos are easily sharable, you will enjoy more visibility in your target market.
Nevertheless, the increased brand mentions can lead to more traffic on your website, higher conversion, and more customer engagement.
Meeting Customer Expectations
Modern consumers are always up-to-date with the latest trends. If you don’t have virtual tours on your website, for instance, they will demand this. They also expect a lot of visual content across your platforms.
For instance, the National Association of REALTORS® says 73% of home sellers want to work with a real estate agent who can market their properties using video.
By creating high-quality videos, you’ll meet your customers’ expectations. Moreover, it is a smart tactic to acquire new customers and improving the customer experience.
The return on investment (ROI) is at the back of every real estate agent’s mind when choosing a marketing tool. Video marketing has the best ROI among digital marketing tools.
When measuring ROI for video, you will consider:
- View count
- Audience engagement levels
- Conversion rate
- Social sharing
- Total cost
- View-through rate
- Effects on SEO
Embedding a video in your emails can boost click-through rates by 96%. It highlights the potential of video as a marketing tool for your real estate agency.
Creative Real Estate Video Marketing Ideas
When planning a commercial real estate video marketing campaign for your company, you’ll have to brainstorm to pick the best content ideas. Hence, your objectives should guide the views you choose for your video production.
Below are some creative real estate video marketing ideas you should consider for your videos:
- Branded promotional videos about your real estate agents
- Property listing videos
- Local community events
- Video FAQ section
- Neighborhood videos
- Top active listings
- School video review
- Client testimonial video
- “Just Sold” video
- Real estate explainer video
- Real estate tips video
- Local business highlight video
- Sharable social media video
- Interview Videos
- Live Stream Q&A Videos
- Market Update Videos
Remember, each of these video production ideas will work for specific real estate agencies. Thus, you should first determine your real estate agency marketing objectives before choosing any video marketing ideas.
For instance, if you want to build customer trust, user-generated content is essential. Therefore, create a client testimonial video that adds authenticity to your brand and also builds trust.
Additionally, to show your understanding of a local market, featuring a community/event video or a business feature video gives viewers the confidence to work with you. Consequently, it shows you have local credentials, and you know this community. With such practices, you’ll notice more engagement on different platforms.
Commercial Real Estate Video Marketing Tips For your agency
While real estate video marketing is an effective strategy, you’ll have to plan and execute it smartly for it to work.
Here are some tips to consider for your video marketing campaign:
- Identify your target audience: Use analytics to narrow down your target audience. Moreover, create personas to ensure you know who you need to tailor the video content for precisely.
- Set goals and objectives for your videos: SMART (Specific, Measurable, Achievable, Relevant, and Time-bound) goals and objectives will ensure you remain focused while increasing the chances of success for your project.
- Set aside an appropriate budget
- Focus on your agency’s strengths/best assets
- Create unique experiences. Make viewers feel they know the property after watching your video.
- Leverage user-generated content, including customer testimonials, to build trust.
- Harness the power of social media: Social media is a customer-rich landscape. Just showcase your videos here to target potential buyers.
- Sell more than the listing. Include lifestyle and location
- Use video enhancements: Add enhancements such as background music, voiceover for narrations, stock footage, AR/VR, Aerial footage, 360 degrees video, textual overlays, and neighborhood markers.
- Track and measure the effectiveness of your videos: Use analytic tools to measure the success of your video marketing campaign. Remember to consider your objectives, identify main metrics, choose your measurement model, and make necessary adjustments.
- Strategically place your videos where the target audience can see them.
Final Thoughts on Real Estate Video Marketing
The real estate market is one of the most competitive in the digital marketing landscape. For the suave real estate agent, video marketing is the best tactic to survive in this volatile environment.
Real estate video marketing is a versatile technique that boosts business growth while also building customer trust and engagement.
With the tips discussed in this guide, you’re now set to harness the power of video marketing for your real estate agency.