We all know that video marketing is an extremely powerful tool when it comes to digital marketing. But especially in the real estate industry, videos can be an invaluable resource for realtors, buyers and sellers. Anyone who’s viewed photos of a ‘spacious two bedroom apartment’ only to be disappointed in real life knows that photos aren’t always accurate. This is where video marketing for real estate comes in!
Today, 44% of buyers start their search online, and 73% of sellers are more likely to list their homes with a realtor that uses video. Be it an aerial drone shot, or a virtual tour shot on a phone, it can help take your business to the next level. Listings that have videos also receive 403% more enquiries than those that don’t! The point is, if you haven’t hopped on the bandwagon, it’s high time to do so. Not sure where to get started? Here are seven ideas and tips to help you get started!
1. Sell a home, not a house
Nobody likes excessively sales-y videos. You need to stop into the homebuyer’s mind and tell a story. Your buyers are not going to be buying a house because it has a huge study or a double oven. They’re buying it because it can host family gatherings, raise a child and build a life. Weave that into your videos. Are you selling a luxury home, an affordable one for first-time homeowners, or perhaps a second hand flat? Brainstorm a list of topics and visuals that will enhance the property, and work your videos around it.
2. Plan ahead
Video marketing for real estate is not something you can put together in a single day. Planning your videos, shooting it, editing it, putting it up and promoting it takes time. Video production can be a lengthy affair, so before delving into it, take some time to strategize. Are you hiring a team or will you be shooting yourself? Meet with your team if you have one and discuss how the components can come together within a reasonable time frame. If you’re by yourself and just starting out, give yourself plenty of extra time to pick up the ropes along the way!
3. Invest in quality
Video marketing for real estate should look polished. When we say ‘invest’, we don’t mean to shell out large sums. This can be something as little as buying a tripod for your phone, or some basic lighting equipment! There are also many guides out there on how you can shoot professional looking videos on an iPhone. Of course, if your business allows it, you can invest in a quality camera and professional lighting for shooting videos. You may even hire a production team instead to take care of all of this for you!
4. Get creative with your videos
Virtual tour videos are great, but there is honestly so much more that you can do in video marketing for real estate. Here are some ideas:
- Neighbourhood video tours. Think beyond the home you are selling or renting and don’t forget its location! Use video to capture its surroundings, such as the playground, the weekday bustle, the sunset view, or the walk to the train station.
- Drone videos. Drone videos are impressive and lend an air of glamour. It’s a great way to showcase the estate and wow your audience. Don’t fret if you can’t fly a drone yourself, hiring a drone videographer is much cheaper now than a few years back!
- 360º videos. The next best thing to being in the actual home is by utilizing 360º videos! They require some special tools, but in the age of Covid and social distancing, 360º videos can help to portray an accurate feel of what it feels to be actually in the home.
- Customer testimonial videos. Let your happy customers promote your business for you by filming short interviews of their experience with you and how they feel about their new homes! They don’t have to be individual videos – you can conduct them and save them, then later on put them into a series of testimonials.
- Realtor introduction video. Give your potential clients an idea of who you are and pack your personality into a video. Introduce yourself in a short ‘get to know me’ video!
5. Keep your videos under five minutes
We are all busy people, and not everyone will have the time to watch a 15-minute video. Quick hits that are a few minutes long are what they are looking for and have time for. Shorter videos also have a bigger impact than longer ones. Your content is likely to be more compelling by including just the really engaging stuff! 20% of viewers also click away from a video within the first 10 seconds, and they are more inclined to do that if the video is lengthy. So hook them from the get-go and deliver what they really want to see!
6. Include a call to action
So they’ve made it to the end of your video. Don’t end it without telling your audience what you want them to do – that’s a surefire way to lose their interest! Make sure to include a call to action. For example, you can ask them to contact you directly, subscribe to your newsletter, or visit your website.
7. Promote your videos
You can’t just shoot a video, edit it, put it out on the world wide web and then just leave it. You have to put it on your website, social media channels and newsletters to promote it and get the word out. More importantly, you have to ask what is your goal at this time? For example, if you’re looking to build brand awareness, promoting a client testimonial video probably wouldn’t make much sense. Make sure your content aligns with your strategy, so that you’re targeting the right audience and giving them the right message! Experiment with different types of content and schedule to see what works with your audience, and adjust wherever necessary.
