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Real estate video marketing: The ultimate content marketing tool

2020-09-04

By: John Coon

If a single picture is worth a thousand words, then a video is worth an entire book. Buying or selling a house in the digital age requires digging into the high-tech toolbox to reach your customers. A simple well-crafted video can function as a living billboard for real estate agents and home sellers alike.

Related: How to create stellar videos for real estate listings

Real estate video marketing is mapping previously uncharted territory for reaching customers looking to buy a house. YouTube isn't just for watching funny cat videos. It's also an effective avenue for quickly getting your message to a wider audience. YouTube is now the second-largest search engine (behind Google). This means a real estate agent who uses video to sell properties will draw in a much larger crowd than one who relies on marketing the old-fashioned way.

Selling real estate is all about getting visual. Prospective buyers want to tour a house before purchasing, so they can see how everything looks both inside and outside. Real estate videos can be their eyes and ears for anything from virtual tours of a house to neighborhood guides.

Guidelines for using video marketing in real estate

Making videos doesn't require complex skills, thanks to the abundance of smartphone apps designed to streamline shooting and editing. Uploading those videos to a YouTube channel, Facebook page or another social media platform is equally simple.

A high-quality video can be a huge asset for turning a real estate listing into a sale. It lets your prospective buyers feel like they're actually there on the property, taking a tour inside the house. They can tour each room and get a sense of features, space and other design elements.

Here are a few guidelines to consider while crafting a real estate video.

Be a storyteller

Everyone loves a good story, especially if it relates to them or their life experiences. Making a hard sell in a video won't go over well. The important thing is to craft a story. To do that, you need to identify your target audience, then figure out what feelings and thoughts you want to evoke in them.

Are you selling starter homes for first-time buyers? Is your prospective buyer looking for a fixer-upper they can make their own? Does your target customer want to upgrade their lifestyle with a luxurious home? Understanding your audience will help you brainstorm the right visuals and script to evoke the desired reaction.

Make the house feel special

Most people who buy a house aren't making a temporary purchase. They want to put down roots and have this place feel like home. Making it feel like a home should be your focus.

Use the video to show how this can be a place where someone can make memories. The video should create positive feelings and leave a lasting impression. A buyer should be able to visualize welcoming a new child, spending a holiday with the family, or having a movie night with their spouse within those walls.

Another goal is to showcase what makes the house unique. Emphasize key features that align with your prospective buyer's interests or lifestyle. Highlight design elements that stand out rather than simply going from one room to another like you're moving down a factory assembly line. [Tweet this ]

Create your own blockbuster

Production quality means everything in shooting and editing a video. You don't want to go the low-budget, B-movie route. You want to produce a blockbuster. Perception is reality in advertising.

It starts with investing in a high-quality camera and lighting props that will give your videos the professional look they need to stand out. Use appealing background music to set a comfortable mood. Music can pull viewers into the narrative and reinforce the message you want to leave with them.

Hook the prospective buyer

People have shorter attention spans in the digital age. They aren't likely to sit through an online video lasting 15 to 20 minutes. That's why it's important to hook the viewer in the first few seconds. Keep the video short, but also be creative to persuade them not to click away.

If someone clicks on a video, chances are they either want a question answered, want to solve a problem, or want to be entertained. Your real estate video should be tailored to serve one or more of those purposes.

The bottom line is that people use the internet to search for homes. They will hit up Google, YouTube and Facebook to find what they are looking for. Your target audience is online, and you need to have media that will earn their trust and their business. Relevant video will draw people to your website and convince them to stick around.

End with a call-to-action

While putting together a slick-looking video is important, it shouldn't be the end goal. A video serves the same purpose as a traditional open house. Leads should turn into sales. In other words, you want a prospective buyer to take the next step towards actually buying the house.

Plan out the next step you want them to take, and end your video with a call-to-action. It could be as simple as signing up for a newsletter or inviting them to an open house. Build on their initial interest, so they don't forget about what you're offering.

One way to do this is to incorporate digital designs that put your branding front and center. Lucidpress can help you create visually appealing designs—like fact sheets or flyers you're your contact information—that you can edit into your video content.

Types of real estate videos

Video is a medium not a strategy, which means it can be used for a variety of use cases in every stage of the selling process. We'll go over some common real estate video formats below.

Real estate listing video

The real estate listing video provides a virtual walkthrough of a property, so potential buyers can preview your home from the comfort of their couch. Listing videos can be as simple as a video tour of the home conducted by the real estate agent or can get creative with storytelling by showing what it's like to live in the home and surrounding neighborhood. Learn more about creating your own real estate listing video in this post.

Real estate explainer video

An explainer video is, as it sounds, a video meant to explain something. This could be a video explaining the difference between two types of home loans, the role of a real estate agent or how to work with a mortgage broker. Explainer videos are frequently animated but feel free to keep graphics simple.

Real estate how-to video

Similar to an explainer video, a real estate how-to video is informational. A how-to video should focus on providing detailed instructions on how to complete a single task. These videos are great for building brand trust and real estate agent recognition among first time home buyers who are learning about the real estate buying process for the first time.

Business card video

Every great real estate brokerage knows that the relationship between the real estate agent and the buyer or seller is critical to the success of a sale. Introductory videos help potential clients get to know an agent at a more personal level than a written business card or website profile.

Real estate branding video

A brand video introduces your brokerage's brand in a way that is personable and unique. These videos are meant to build awareness of and affinity to your brand rather than sell houses directly. These videos can tell the story of the brand itself or provide educational or entertaining content that matches the brand's values.

Real estate testimonial video

Testimonials are a great way to build trust with clients and the video format gives you the unique advantage of allowing former clients to speak directly to future ones. When creating a real estate testimonial video, remember to make the customer the hero of the story. Ask the customer about what they were trying to accomplish, any fears or concerns that they had and how your brokerage helped them achieve their goal.

Devise a marketing plan

A real estate video is only effective if your target audience can see it and knows where to find it. Recording a video and posting it on social media is only the first step. You need to post it at the right times and places to maximize its effectiveness, and you need to make it visible to search engines.

Schedule videos like a tweet or a blog post. Don't be random about creating real estate videos, either. Make a series of videos that will entice people to keep returning to your website. One series could offer practical advice to homebuyers. Another series could do the same for sellers. You could have videos dedicated to showcasing a specific neighborhood. Experiment with content to see what your viewers respond to most.

Use sound SEO principles for each video you post. You want to make it as easy as possible for a potential buyer to find your listing. Optimize your video by tagging the right keywords and using a descriptive title. It follows the same principle as using a hashtag in a tweet. Using the right keywords will make your video content more visible through search. Learn more about creating a comprehensive real estate marketing plan.

Where to post real estate videos

Where a real estate video lives depends on the goal of the video. For example, an agent introduction video would live on the website next to the real estate agent's profile and on the real estate agent's personal social media accounts. A listing video would be embedded on the website, and it could also be shared on Instagram or Facebook. Branding videos work great on brokerage's social media pages, home pages or about us pages or embedded in an email signature. Explainer and how-to videos can drive new traffic to your blog or YouTube account by optimizing them for keywords potential clients are searching for.

What can video marketing do for you?

Customers are more likely to come across your real estate business online than anywhere else. Making a good first impression is important, and real estate video marketing can achieve that goal.

With an effective real estate video marketing plan, you can do much more to set yourself and your business apart from the competition in three distinct ways:

  • Showcase your local expertise. Homebuyers want to work with real estate agents who actually know a thing or two about a house and the surrounding neighborhood. Videos are an effective means for building credibility as an expert. You can anticipate several frequently asked questions and share relevant information about a particular neighborhood or market.

  • Create a positive social media impression. Doing business with a real estate agent often comes down to what impression they leave with a potential buyer. Videos can help you look more professional and make customers more comfortable listing or buying a home with you. They will see you have the skills to get the job done right.

  • Elevate your brand presence. Everyone wants to stand out from the crowd, right? Quality videos cut through the social media noise and give customers a reason to consider your real estate brand above all others. Things like a satisfied customer testimonial or a virtual house tour can make a world of difference in setting you apart from the competition.

Key takeaway

Videos are experiencing a surge in popularity in real estate marketing. They're mobile-friendly and give customers a quick, simple way to digest important information. Video production and distribution should form a core element of your real estate marketing strategy. If you want to fast-track building up your brand, video marketing offers a great path to reach that destination.

Want more great tips on how to set up real estate marketing campaigns? Check out our comprehensive real estate marketing guide for ideas & inspiration.

Real Estate Marketing Guide

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John Coon

John Coon is a professional journalist and freelance writer with more than a decade of experience. He's a contributing business writer to Utah Business and writes about sports for a variety of outlets, from The Associated Press to The Salt Lake Tribune. Follow John on Twitter: @johncoonsports.

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