Real estate is the world’s most valuable asset class with an estimated value of $228 Trillion at the end of 2016. As the world rapidly moves into a digital age in which visual information owns the market, the real estate industry needs to step up their video marketing.
This is not to say that the real estate industry has no video marketing game at all. There are many brilliant video marketing campaigns from realtors and real estate agencies on the internet. It’s just that they’re not as creative as video campaigns from other industries.
In this article, you’ll learn how real estate agencies can use video marketing to take their business to the next level.
Video Helps You Find The Right People Faster
A video is a universal content that can be used into various marketing platforms with little to no hassle. By using videos to promote your agency, you can find the right people much faster compared to other methods.
Using Videos to Find Property Sellers and Buyers
Videos can help you reach property owners who are looking for trustworthy realtors or real estate firms to put up their house or apartment to the market. It can also help you get more attention from people who are looking to buy a property.
There are several steps to take for a video to help you find more property sellers and buyers:
- Make the video: First and the most obvious step is to get the video made. There are several routes you can go with the video: talking head videos, testimonial videos, commercial style ads, or animated explainer videos – more on these below.
- Share the video: The next step is putting up the video you just made online. The essentials platform you should share the videos to are your website, Facebook page, and Google My Business.
- Setup targeted ads: Facebook Pixel and Google Ads have an incredibly accurate targeting for who views a certain ad based on their activity history. Setting up ads is probably the most efficient way to get more property sellers and buyers.
- Monitor the metrics: The number one perk of running a video marketing campaign online is that you can track of how everything is performing. For most cases, a video’s engagement metrics are readily available – so you don’t have to set up anything too technical to be able to track how your videos are performing. Analyze the data to measure which campaign is worth investing more resource in.
Video Marketing Goes Well Beyond the Traditional Walk Through
Right now, traditional walk-through style real estate video is just boring. As millennials are entering the real estate marketing game, fresh and unorthodox ideas are pouring in. These are examples of outstanding ways to market your properties and real estate agency:
Creative Videos of Properties
Traditional property walkthrough videos are boring – did I mention that already?
Unless you’re selling a mansion worth millions of dollars in Beverly Hills or one of those modern solar-powered houses, there’s a slim chance you’re going to impress that many people with your house tour.
Then, how should you make your house tours not boring?
Take a look at this apartment comparison video from BuzzFeed, which takes a fresh angle of a house tour: from a visitor’s perspective. You could use this method to make your next property video.
Informative Video on Properties
While the subject of regulations can be really boring and not as exciting as making house tour videos, it can help you build up expertise for your real estate agency. That expertise will, in turn, draw more people to use your services in buying or selling their properties.
Samuel Leeds, a UK-based property investment guru, has been using this approach to build his credentials on YouTube.
Introduction and Promotional Videos
Introduction and promotional video content are always an important thing to have whether you are a newbie or seasoned name in the game. For real-estate related startups with niche apps and services to offer, animated explainer videos could be the right direction to go. Real estate market is full of people from generation X who are likely not as tech-savvy as millennials.
Real Estate Agency Promotional Video
As mentioned before, people who are looking to buy a house these days are mostly from generation X – which is why innovative technology like an online property listing and marketplace need to be properly introduced.
Check out this video that we created for Haus, an online property marketplace.
Realtor Introduction Video
If you’re looking to start your career as a realtor, then you’ll need a proper introduction. Aside from being personable, you’ll need to create a strong first impression in your online introduction. Many realtors have their own thing, and it’s okay to not have one figured out right now. Check out this video from Reilly LePage, he uses comedy to sell a condo.
Nothing says more about your expertise in property trade than the testimonials of satisfied clients. A testimonial video can lend authority and make it feel more authentic compared to a written testimonial on your website. This customer testimonial from Russel Real Estate Group is a good example of a customer testimonial video.
Neighborhood Tour Video
When you’re selling a house or a condo, you’re also selling the environment surrounding it. Show off the architecture, local shops, restaurants, everyday activities, and mass transportation options available around the property you’re selling. This style of videos has more value than a traditional house tour video, which only has information about the unit but not the environment.
Why Should Your Real Estate Agency be Doing Video Marketing?
Why bother shooting videos and running all sorts of campaigns to sell houses? Can’t we sell houses by holding open houses like usual?
Well, you obviously can and many people still prefer visiting open houses. But there are strong reasons why video is the future of real estate marketing.
People’s Attention Span is Getting Smaller
The average attention span for the notoriously ill-focused goldfish is nine seconds, but in 2015, a study by Microsoft Corp. found that people generally lose concentration after eight seconds,
The takeaway from the study is: the increasingly digitized lifestyle makes us effectively more distracted than a goldfish. This could be a challenge for realtors since their pitch relies on people paying attention to everything they say.
The fact that we get easily distracted on the internet benefits video heavily because videos are what distract us online. Well, technically it’s the thumbnails that distract us, but you get the point.
People Engage Better with Video than Text
Videos are 12 times more likely to be watched than text is to be read. The truth is, they’re visually stimulating. They’re attention-grabbing and it’s in our genes to pay attention to motion.
It only takes less than 1/10 of a second to get a sense of a visual scene but what about describing a visual scene in a text? That would take forever. We don’t just skim over images, it makes us think and like the famous quote “a picture is worth a thousand words”.
Better Return on Investment than other Content
Right off the bat, unlike a blog post, a video can be used multiple times in multiple platforms without the risk of content cannibalism and consequences of plagiarism. In addition to that, there are several sets of research that suggest:
- Video marketers get 66% more qualified leads per year.
- Video marketers achieve a 54% increase in brand awareness.
- 83% of those using video think it gives a good ROI.
Making Your Video Stand Out
As mentioned before, there are many realtors and real estate agencies who have put up their videos online. In order to make your video visible among hundreds of others, we have some tips to share with you:
- Use an inviting thumbnail for your video.
- Apply a different approach to your video, e.g: use drone footages.
- Write a title that sparks curiosity.
- Apply proper technical aspects, which are title, description, tags, and location for optimization.
- Share your video with your connections and network.
Overcoming the Challenges in Making Videos
Videos can be really costly or dirt-cheap, depending on many factors – including quality and equipment used to make it. That said, you probably wouldn’t want to spend thousands of dollars to buy camera equipment you’re gonna use once or twice a year.
What can you do to spend your resources in the most effective way?
- Embed Others Videos – with a Proper Attribution!
There are millions of videos on the internet, and real estate is a general topic. Obviously, you can’t embed a video from your competitor – but there are always videos from government and educational websites that you can use. Don’t forget to give proper credit to the original owners.
- Renting a Camera and Shooting Equipment
If you can’t justify buying a camera for making videos every so often, but still want to have your own video, then the best alternative is to rent the equipment. That way, you get to channel your inner director and shoot a real-estate related video you’ll be proud of!
- Hiring Professional Shooting Crew
If you have the budget to spend and are willing to go invest more in your video, you should hire a professional video maker, or even better – a whole crew of them! Think of it as an investment, because you’re making the video for the sake of growing your business.
Having said that, not every video you make has to need cameras and crews to make.
Why You Should Consider Animated Explainers for Your Real Estate Videos
An animated explainer video for real estate agency is a tool capable of presenting innovations that your agency offer, making sure property sellers and buyers don’t miss out on them.
The upside of using animation instead of live-action shots is that you remove the reality limits from your videos. Imagination is the limit for an animated video – for example, you can recreate state-of-the-art apartments and living quarters which are still in development.
If you’re in the market for an out-of-the-box real estate video, check out our real estate explainer video page for our portfolios.