Video marketing is any form of marketing that utilizes video content to promote a product or service, educate consumers and engage with an audience through social platforms.
It’s become a lot more popular in recent years to make use of video content thanks to the potential benefits it can bring to a brand in terms of brand awareness and loyalty.
Video content is increasingly being used as a part of the sales funnel, moving consumers from awareness to purchase.
According to yellowHEAD’s guide on video advertising, online video advertising is an integral part of any performance marketing strategy.
In this guide, we will be looking at how to use video marketing for real estate. This guide will cover all the basics, including why video marketing is so effective and how estate agents can use it.
Why is Video Marketing For Real Estate So Effective?
Video marketing has massive potential to reach new audiences, improve search engine rankings, and building engagement. According to research, 88% of marketers say that video content has lead to a positive ROI.
This figure is up from just 33% in 2015, showing that video content has become more effective and more widely used in the past few years.
But what exactly makes it so effective?
- Consumers are watching more videos – Video usage online has increased dramatically over the past few years as higher internet speeds have made watching videos easier and quicker. Data suggests that in the US alone, 75 million people watch online videos every day, providing a huge potential audience for marketers. By 2022, video content is expected to make up around 82% of total online traffic. On top of this, consumers prefer to watch videos online than other forms of media, with 605 of website visitors preferring to watch a video if it’s available.
- Social media and search engines prioritize video content – Social media platforms such as Facebook and Instagram prioritize showing video content in people’s feeds due to the higher engagement rates they bring and the fact that it allows them to implement video ads into users’ feeds. Search engines such as Google also now give priority rankings to video content and pages that contain video content. This means a real estate business can potentially boost its search engine rankings by publishing video content on its site.
- Videos capture the attention more than text – Consumers are far more likely to pay attention to a video than to read through a block of text. Because of this, estate agents can give consumers far more information about their service or about a property that they’re selling than if they used email or text-based content. The majority of people are visual learners which means that colors, shapes, and images are far easier to remember than simple words on a screen. Data has shown that site visitors can recall 95% of the information they saw in a video compared to just 10% from text alone.
Based on this data, we can confidently say that video marketing has enormous potential to be incredibly effective, and according to some video marketers, it can be 6x more effective than traditional text media marketing.
Types of Video Marketing For Real Estate
So now we know how important video marketing can be, it’s time to look at how to use it to sell real estate. The real estate industry depends on building a high level of trust with consumers and helping them to see the benefits of the service being offered. A good real estate marketing video should aim to do the following:
- Build awareness – Show potential consumers your listing, service or business to make them aware of what you have to offer.
- Generate interest or trust – Create interest in what you have to offer by showing the benefits and advantages. Alternatively, the video can also be used to build trust by showing a high degree of knowledge and humanizing you and your business.
- Call to action – Provide a call to action, encouraging the potential consumer to book a viewing, get in touch or take some other step further into the sales funnel.
There are lots of different types of videos that can be used by real estate agents for a variety of different purposes.
No matter what kind of video you make, though, it always has to follow this basic structure above.
The ultimate goal of any marketing video content is to move consumers through the sales funnel and ultimately to create sales.
Below are a few ideas of videos that a real estate agent or agency can create to advertise their services, a particular listing, or simply to build trust.
Some are relatively simple to make, while others may require specialist equipment or a video production company.
Testimonials or case studies
A testimonial or case study video is used primarily to build trust in your business. It showcases previous positive experiences that other customers have had with your company and is an excellent feature to have on your main site or social media account. The video can interview previous clients and ask them what they thought about their experience and what they liked the most.
A property trailer is a great way to attract attention to a particular property by showing offer the property itself, the surrounding area, and any main features. Think of this as a video advert for property and try to include all of the benefits and positive aspects of the property in the video. This type of video is great for advertising a listing, but it will also attract the attention of other vendors who will be interested in having you make a similar video for their property. When done correctly, these videos can be extremely powerful at producing results-
An explainer or demo video can be made to show off a particular feature or describe an aspect of the real estate business. It shows off how something works and can explain how that thing can solve a particular problem. This can be used to show off the feature of a listing to get buyers interesting, or it can show vendors how your service can help them to sell their property.
Question and Answer Video
A Q&A video is a great way to engage with your audience and build trust with potential clients. This can be done as a pre-recorded video, answering common questions or it can be done as a live stream, answering questions as they come up. Live streams are particularly useful for building engagement, although you may need to practice beforehand as a lot can go wrong during the video.
This is like a video “about us” section for your website or social media accounts. The video will explain what you do and the benefits of your service. It can also be used to introduce the staff and show what your mission statement is and what you aim to achieve for your customers.
An expert video is used to demonstrate knowledge on a particular subject, building trust with viewers and convincing them of your knowledge and experience. Examples include talking about particular benefits of certain locations, describing a real estate process, tips for buying a first home, and other ideas that will help people to see that you know a lot about the subject.
360 or virtual reality tour
This type of video requires more specialist equipment than a simple phone and tripod. A 360 video gives viewers the chance to see something from all angles, which is ideal for a property listing where people need to get a good look before committing to a viewing. Virtual reality tours are even more immersive, allowing people to feel like they’re really walking through the property. This is a great idea to have as a showpiece in your offices, allowing potential buyers to fit multiple property viewings into a short space of time.
A personalized video is used to directly respond to someone, either someone that’s left a comment on a social platform or to respond to an email from someone interested in your service. Personalized videos are increasingly being used in place of written communication as they offer a more engaging way of responding to a client or potential client. You can explain your ideas much better, and it’s a way of humanizing your business and building trust.
Webinars are in-depth videos that take a bit more planning. They aim to instruct the viewer on a particular subject, giving them a lot of free knowledge and teaching them how to do a specific thing. As an example, a real estate webinar might instruct someone on how to sell their property quickly or how to apply for a mortgage on their first home. As with the expert videos, these are used to build trust in your knowledge and services and provide consumers with free, useful information.
You can create a variety of different videos to host on your website and post on social media. Don’t forget to always include a call to action and encourage engagement through sharing and commenting. This helps to increase your audience and creates more value for your business. Some videos may work better than others, so pay attention to engagement metrics and see what works and what doesn’t. You can use data on each video to determine what kind of videos are more successful and which to make next.
The Stages of Creating Video Content for Real Estate
Once you’ve decided on what kind of video content you’d like to make, the next step is planning and production. The planning phase is incredibly important if you want to produce good quality videos that have a clear goal and work well towards their intended purpose. While you may not be a video production specialist, creating videos doesn’t have to be complicated.
We recommend producing videos in three stages. The first stage is planning. Here you’ll determine what kind of video you want to make and what the goals of the video are. Consider whether you’re talking specifically to a buyer or a vendor or making a general video. You’ll also want to think about where the video is going to be published and what action you want the viewers to take at the end of the video.
The last stage in the planning process involves considering what kind of resources you need for the video. This includes equipment, people, and the location itself. If you’re filming a virtual reality house tour, you’re going to need special equipment as well as access to the house you’re touring. A question and answer video, meanwhile, will only require yourself and a phone camera to do the job.
The second stage in video production is creating a script or storyboard. This covers the overall content of the video, including what you’ll be saying and what the camera will be showing. Think about what you’ll say during the video, the shots the camera will show, and whether you need any props to produce the video.
Writing a script and running through it a few times before you shoot the video is a great practice as it reduces the pauses and umming and erring, which can be distracting to viewers. Remember that these videos are going to be a showcase of your business, so you need them to look as professional as possible.
If you’re planning on filming and showing multiple locations, you may want to create a storyboard that will plan out which scene goes wherein the video. The key thing is not to get too carried away and try to keep things simple. Particularly for your first few videos, you’ll simply want to create something that requires one or two scenes at most and ideally focuses on just one topic.
Production and Editing
The last step is in producing the video itself. Make sure you have the right equipment for the type of video you’re producing and test it thoroughly before you go live or start recording. Most videos can be produced with an external microphone, a video camera or high-quality phone camera, a tripod, and depending on where and when you’re filming, a lighting kit.
Film your video, going through your script, and making sure you’ve covered everything. Once complete, you can watch it back and rerecord any parts that you think need going over. Then it’s all about editing the content to produce a finished video. Don’t forget that you can film multiple videos in a single session and this is particularly useful if you’re renting equipment.
How you edit the video including adding call-to-action buttons, thumbnails, and any effects will depend on the type of video you’re making and the platform you’re aiming to publish it on. Remember to keep things relatively simple, and ideally, you’ll want to leave the viewer interested in seeing more of your content. Once editing is complete, you can publish it on social media or your website and promote it to build engagement.
Cristian Stanciu is a freelance video editor, owner, and post-production coordinator of Veedyou Media – a company offering video editing services to videographers, marketing agencies, video production studios, or brands all over the globe.