The Ultimate Guide to Real Estate Video Marketing

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Why would an agent consider an investment of time and money (mostly time) in the creation of real estate marketing videos ? The simple answer is results . Listings with videos garner four times more inquiries than those without. Do you know why that is? Probably because the average American between the ages of twenty and thirty-four spends less than seven minutes a day reading a magazine or a book. That number jumps up to a whopping seventeen minutes when you consider all age groups. Instead, people look to modern modes of entertainment and information, watching television, surfing the internet, and video gaming. What do each of those modes have in common? Video.

Of course, print advertising still plays an essential role in your marketing mix . It helps your message to stand out on a crowded and noisy street of information where consumers are bombarded with messages all day long. And print media is still considered to be more trustworthy than other forms of information.

Still, people love video. Nearly five billion YouTube videos are viewed every day! That says something. According to the National Association of Realtors, the number of people who use video as an informative source during their home search journey is approaching forty percent.

So, what can you do with video?

Here are three approaches to the use of video for real estate marketing, along with a few ideas for the use of each one.

Polished and Produced

The most elaborate (and arguably, impactful) approach to video marketing is the creation of a video product that bears marks of a professional production: state-of-the-art videography and editing, carefully-recorded audio, purposeful scripting, and the like. This is the approach you would certainly employ for your higher-end clients and properties.

The emphasis on “professional” is the nature and quality of the end product, not the process. It is not an absolute essential that you hire a professional video service to produce these videos – you can learn the art and science behind the making of a polished video and invest in the equipment to pull it off – but it is often far more cost-effective to bring in the pros for this approach. That frees you up for your other responsibilities, like lead generation, followup, and, you know, all of the other things that are not filming and editing video.

You can take this approach with any type of real estate video , but the investment might best be placed in videos like the following:

Listing Videos. The obvious first choice for a polished and professionally-produced video is a property listing. Casual cell-phone videos can be okay for other purposes, but they do not do your listings justice (not unless you possess a good deal of skill in capturing and editing footage). Whether you are using a print brochure or postcard with 2D high-resolution photography, an immersive 3D virtual tour , or real estate video to showcase a home, your approach should be to create the most polished product possible.
Neighborhood/Community Highlight Videos. Another type of video that benefits from a high level approach is one that features community attractions. As you know, your clients are drawn more to a region, neighborhood, or community more than they are to a house. Use video creatively to showcase local schools, attractions, events, and more. The approach you take to this kind of video may depend on where in the market a property lies and the level of clientele you are aiming at. If a property and its local community are at the higher end of the spectrum, by all means make every effort to produce a polished video tour. A more relaxed approach might be more suitable to entry-level properties.
Client Testimonial Videos. Videos that give delighted customers a chance to rave about your services can pack a punch. Like a neighborhood or community highlight video, the client testimonial can be done with a “professional” approach or with something a bit more relaxed. But one thing to consider is that your testimonial video will say more than what comes out of the mouths of your clients. Beyond the testimonial itself, the look and feel of the video speaks volumes about the level of professionalism of your business. Make sure to capture footage of your clients in a well-lit environment on a sunny day with great equipment. Top it off with smooth editing and soft music. A professional result will display a happy buyer or seller and a top-level product: the video itself.
About Me/Agent Introduction Videos. Here again, the approach you take to this video will say as much or more than the content alone. You are a professional; your introduction video should communicate that fact even if the sound is turned off. And when the sound is on, the audio should have the same level of distinction as the video.
Storyline Videos. Sometimes an agent will design a creative, quirky, funny, or exciting video concept that tells a story while showcasing a property. These unique standouts often become viral videos . If you have an awesome idea for a story or a scene that you think will market a property well, make sure that you avoid shooting something akin to a home movie done by toddlers. Even a shaky-cam documentary type of shoot, one that suggests an unprepared, unrehearsed filming and a sense of dynamic, requires a significant amount of scripting and planning (not to mention, specialized camera technique). Do not “shoot from the hip”. Invest in a professional videographer.

Personal and Unpretentious

On the other hand, there are plenty of occasions where a more personal approach is perfectly fine and even preferable. “Professional” videos sell professionalism. But ultimately, what you are advertising is you . Your personality. Your style. Your abilities. And that might just call for communication that involves less pretense, less ceremony. Here is where a cell phone and simple video editor can come in handy. Here is where you can “keep it real”, be yourself – warts and all. Let your clients see who you are and enter into a relationship with you.

Here are some ideas as to where you might use a more relaxed approach.

Cold Contact Outreach Videos. Naturally, if you are farming a new neighborhood (or contacting new prospects in an old one), you would send out real estate postcards with neighborhood market updates or listings in the area. And you would likely send out flyers telling of homes that recently sold. But how about tying those efforts to an outreach video? n;k.hLkhi:okh a QR code on your print products that links back to a warm introduction video saying, “Hi, my name is___ and I wonder what I can do for you today.”

Social Media Videos. Once you have established a bit of a rapport with your prospects, you can add them to the rest of your social media contacts, your past and present clients. Nobody cares much to read content on social media platforms. They want video content. Post market updates, “how-to” ideas, upcoming events, and more to your social media pages – and do it through a quick, and quick hitting, video.

Follow-Up Videos. You can follow up a lead with an email. Better if you make it more personal with a phone call. But what if you could maximize your time and effort with a quick video? You get the warmth of a personal message and the convenience of email packaged together. And you can be reasonably assured that your recipient will watch a video custom-tailored to them. Follow-up videos do not take long to make, but they are memorable and give the impression (rightly so) that you made an effort especially for them.

Of course, you can also create a community highlight video or a client testimonial video using this approach. Not all marketing products require formal (and more costly) treatment.

There are, however, a couple of principles you should pay attention to, whether you are creating a high-end production or one that is more relaxed.

First of all, choose the best equipment you can get your hands on and learn how to use it (or hire someone to do it for you). If you are using your cell phone, capture the highest quality clips possible and edit carefully. Your videos should never come across as “cheap” or unprofessional, even if they are casual.

Also, spend time in preparation. “From the hip” is not a bad concept for a video, but shooting a video that looks laid back without sacrificing professionalism takes planning. Write out a script whether or not you follow it to the tee. Practice. Practice again. Then gather your gear and go.

Another principle is that your audio quality should match that of your video. Invest in a decent broadcast mic or lavalier; a good mic can be relatively inexpensive, but it makes a world of difference.. Nothing says “cheap” like poor audio quality on a video. While you are at it, use a video editor to add an audio track of appropriate music in the background for an extra touch of class and to keep your message moving.

Live

A third approach you might consider for making videos is a real-time live event. Unlike the first two approaches, this one is an in-the-moment occurrence. Of course, you should still spend time in planning and preparation, and you should still offer quality video and audio. Still, short of an in-person meeting, this approach offers your most intimate and authentic communication of the three.

You are probably familiar, as are many folks since the entrance of a coronavirus on the world stage and the shelter-in-place orders that ensued in its wake, with live video conferencing. It is one way that agents have adapted amidst the COVID-19 pandemic. What if you could harness that concept as a regular tool in your toolbelt? More than a convenient distance-meeting instrument, a Facebook Live event or Zoom gathering gives you an almost unlimited amount of options for getting a message out to your leads and your clients.

For instance, you could host a live industry update on the latest trends in the market. You could offer a DIY home decorating clinic. Or you could, say, sample craft beer at a local brewery live on camera for your audience. The sky’s the limit on the number of creative uses for a live video.

Go ahead. Decide on a message. Choose the type of video that would best get your message across. Determine, based on your audience, which approach is best: polished and produced, personal and unpretentious, or “going live”. Then get out your notebook and your camera – or schedule an appointment with a professional videographer – and get shooting.

The post The Ultimate Guide to Real Estate Video Marketing appeared first on Hometrack Real Estate Marketing .

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Meet Victor Coll, a seasoned expert in the art of in-bound content marketing. With a proven track record in crafting winning content strategies, Victor excels in attracting and engaging audiences organically. His proficiency extends to optimizing content for maximum impact, resulting in increased brand visibility and audience retention. Victor's dedication to the art of in-bound content marketing has helped businesses achieve remarkable growth. Join him as he shares invaluable insights and strategies to empower your content marketing efforts and drive meaningful connections with your target audience.