With video marketing for real estate, you can give potential clients a peek into what their future in your hands will look like—and show them they don't need to look any further than your listing.
With a well-thought-out video marketing strategy, you’ll get hundreds of leads before you can say for sale!
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Video Marketing for Real Estate: Everything You Need To Know
You can learn everything you need to know about real estate video marketing and how invaluable it actually is just by looking at the statistics. By partnering with a professional video production company, real estate agents can leverage the power of video to showcase properties, engage potential buyers, and ultimately drive sales.
Namely, videos...
- Attract 300% more traffic and, in turn, increase leads
- Generate 12 times the shares than any other content format (on social media)
- Increase the email click-through rates by 250%
- Boost the chances of ranking on the front page of Google by 53x
- Motivate 85% of customers to make a purchase
- Encourage people to spend 1.4x more time on pages compared to pages without videos
The 4-Step Guide to Basic Real Estate Video Marketing
Iif you decide to accept the challenge and do real estate video marketing on your own, here are a few pointers that will steer you in the right direction.
Step #1: Plan Before You Execute
If you’re serious about mastering real estate video marketing, start with a plan.
You don’t have to be a scriptwriter or a producer; just put your idea on paper and brainstorm how to make it happen.
Let’s say you want to show one of your listings and record it.
Running from one room to the other, and then going back to the first one only to find your way to the bathroom is not something potential buyers want to see.
Figuring out the most logical route through the property will not only make you seem professional but also help you show it in the best light possible.
Moreover, having all this written down can serve as a reference later when you’re editing the footage.
Step #2: Grab the Camera (or Phone)
The best way to record your property is by using multiple cameras, ideally including a drone. You can use this footage in your videos to show the property from different angles and at different times of the day.
Try to:
- Show the inside of your property during day time with natural light; then turn on artificial lighting for nighttime shots
- Experiment with taking drone footage from above (or even below)
- Use a wide-angle lens on the place whenever possible, as well as panning across the exterior of your listing
- Include interesting or quirky details that highlight some of the best parts of the property, such as bookshelves built into window sills or art pieces hanging from walls in certain rooms; these are surefire ways to get buyers excited about visiting
You can also separate your videos into different categories. For example, you might have one video for home buyers, one for sellers, and another for renters.
Step #3: Edit
Once you have enough content, it’s time to tie it all together. Combine all the shots you plan on using in one coherent video.
When editing, you should:
- Include useful information regarding the property you’re presenting (size, furnishing)
- Add your business information (name, contact information, logo)
- Make it playful by adding music (do it with caution; Metallica might not be the best choice here)
- Create a video that’s easy to follow, so don’t overuse transitions
- Add a call-to-action
There are dozens of video editing apps that can lift the load off your shoulders, such as:
Step #4: Publish
How do you know if your video is any good before publishing it? Try looking at it objectively.
For example, if you were on the receiving end and someone was trying to sell you a house, would the video help you visualize yourself living there? Does it answer all your questions? Do you feel like picking up the phone and bidding?
If yes, it’s time to publish it!
Aside from including your video on your website, consider sharing it on:
- Real estate portals (Realtor, Zillow, Homes, Trulia, etc.)
- YouTube
- Other video-sharing platforms (Wistia, Vzaar, Vimeo, etc.)
- Social media (Instagram, Facebook, Twitter, LinkedIn, TikTok, etc.)
Four Benefits of Real Estate Video Marketing
These are four video marketing benefits for real estate that will make you wonder why you haven’t started recording sooner:
1. Better Visibility
Video is more shareable than text, so you'll get more people seeing your video and sharing it with their friends.
Moreover, videos can be embedded on other sites and used for search engine optimization, but don’t even get us started.
Because videos are typically longer than text-based content, they're also more likely to rank higher in search results. And, when someone searches for "real estate," they'll see a video from you even if there aren't any links back to your site!
Other people can share your videos on social media too, which is basically a free way to reach potential buyers and sellers alike!
The more people see your brand through the eyes of others (think influencers sharing your video), the better chance you have at getting leads from them.
2. Higher Engagement & Trust
Videos are a more engaging format than text, and people are more likely to watch and share videos than written information. The result? You get higher engagement rates!
Just look at TikTok: it has over a billion users worldwide, and it’s a video-only platform.
While at it, let’s discuss some of the most popular real estate accounts on TikTok and how they’re performing in terms of engagement:
- @heider_realestate with 3.4M followers and 50.5M likes
- @tatlondono with 2.7M followers and 42.9M likes
- @cash.jordan with 657.7K followers and 18.2M likes
- @realtoremilymcallister with 346.2K followers and 5.3M likes
- @themaryfitzgerald with 335.8K followers and 4.7M likes
When a potential buyer or seller sees a video of how you operate, you have a higher chance of sealing the deal.
Videos help customers understand what it's like working with your business—and why they should choose yours over others.
By extension, your videos will score you major points on the trustworthiness scale. In fact, people are more likely to trust businesses that use video than those that don't.
3. Increased Conversion Rates
One of the biggest video marketing benefits for real estate is that it can help you reach new audiences who may never have heard about you before, and capture the attention of potential buyers.
Video marketing works so well because it allows real estate agents to increase trust and credibility with potential clients by providing them with relevant information that they can easily digest at their own pace (even while they're driving or cooking).
Plus, since most people prefer watching videos rather than reading text-based content (which could take hours), this not only helps increase traffic on your site. It also boosts engagement with potential buyers who want more information before deciding whether or not they want to buy from you!
4. Cost & Time-Efficiency
Instead of wasting time, money, and effort on hiring a copywriter to present your listing in the best light, you can ask a friend to record a video of you in action. You don’t even have to put ads in print media or on TV—just use your social media channels to distribute the message!
With only one viral video, you can reach millions of potential buyers. Although sometimes it takes little to no effort to go viral, we suggest you learn a bit more about viral video marketing and get your video trending.
Video marketing is often used as part of integrated marketing campaigns. However, when used as a stand-alone marketing tool, it allows you to save a good chunk of change on traditional advertising.
Real estate is a very competitive industry, and there’s never enough time or resources to do everything.
However, with the help of video marketing, you can cut down on much of your workload and costs while still ensuring that your business stays up-to-date with the latest trends in real estate.
Do’s & Don'ts of Video Marketing for Real Estate Agents
Videos are a great way to make a superb first impression.
When it comes to real estate video marketing, this is what you should do:
- Set clear goals and tailor your approach to your objectives
- Share unique content that highlights your expertise
- Research and determine what works for others
- Brainstorm a distribution strategy
- Pick the right lighting and audio
- Provide value to your viewers
- Measure performance
If you want to be successful at producing high-quality real estate videos for marketing purposes, don’t:
- Forget to plan ahead
- Add the audio before you edit the shots
- Let call-to-actions slip
- Believe that sharing your video on one platform is enough
- Copy what others are doing
Real Estate Video Marketing Shows Potential Clients You're the Best Agent for Their Needs
In order to get your audience excited about buying a home, you need to give them an edge in the housing market.
Whether you want more leads or are looking for a new method of advertising your real estate business, consider video — the possibilities are endless.
Video marketing for real estate offers a one-of-a-kind opportunity to communicate your personality and values in ways that might not be possible with just text or images alone.
Use videos to show potential buyers you know your stuff, and the rest will come!
