To be a successful real estate agent, you need to have all the answers. It’s your job to convince potential buyers that they are in the right house, no matter what they ask you (within the realm of honesty, of course).
You need to be king of the living room. Yes, I stole that from Jerry McGuire, but it works. Although, it doesn’t matter how much of a smooth talker you are if you can’t get clients in the door in the first place.
Social media has changed the way businesses interact with customers in every industry over recent years; real estate is no exception. But, it’s not just a case of getting on board with social media and email campaigns; it’s about putting out the right content.
The right content in this industry is whatever entices a client to visit a property, and a few words and photos are often not enough anymore. People expect more, and if you don’t offer it, you can be sure someone else will.
Creative video marketing can be a much more effective way to showcase everything a property has to offer.
Our real estate video marketing best practices will help you get the right message to the right people; the rest is up to you.
A Picture Tells a Thousand Words (or not)
Most people will be familiar with the phrase “the camera never lies”.
The truth is, the camera does lie, or more specifically, it can bend the truth in whatever way the photographer decides.
By manipulating angles and lighting, a real estate agent could mislead clients and make a box room look airy and spacious.
Check out this photo of the iconic Leaning Tower of Pisa, looking like an ice cream cone.
Photo by Jakob Owens on Unsplash
It may come as a shock, so brace yourself, but the tower is not deliciously inside that cone.
It is in fact, creative use of angles – we know you already knew that, don’t worry.
The problem is that while this example might be obvious, a small studio apartment made to appear much larger isn’t so obvious.
This kind of deceptive marketing leads to two possible outcomes; a complete waste of time or someone leasing/buying a property that isn’t really what they want.
While it may close a few deals, there is nothing that brings an agent more long-term success than trust.
Unfortunately, as long as people are willing to mislead clients, the more honest estate agents will suffer because people are now more wary of photographs.
Why Video Marketing is More Effective
With clients being more cautious towards photographs, agents who use video marketing have an instant advantage.
The difference with video marketing is that you can use motion to give a more realistic picture of the property.
For example, individual photos can make a sitting room and kitchen look bigger than they are in real life.
But, a video walking from one room to another gives a more realistic description of size and proportions.
Apart from that, it’s more interactive in the sense that it lets the viewer imagine themselves walking through the property.
As an agent, video marketing makes it easier to explain any feature talking points for the property.
For example, a sitting room with lots of natural light is a huge plus that could be enhanced by something simple, like showing curtains being opened in a video.
Videos are great for re-using, too; if you have a property that isn’t selling, you can edit videos into something that looks fresh and new in ways that you can’t with photographs.
Across all advertising, there is a wealth of statistics that show video marketing as a very effective tool.
- Over 500 million hours of videos are watched on YouTube every single day
- 33% of all internet activity is watching videos
- Videos shown on landing pages can increase conversion by over 80%
- 92% of mobile video viewers share videos with friends
- 87% of online marketers utilize video marketing
Those are just a few examples of the potential reach and benefits of video marketing.
Whether you are distributing video via email, social media, or on your website, you can’t afford to miss out.
Different Types of Real Estate Videos
As you can already see, the upside of video marketing can be huge, whether you are trying to sell a property for a client or convince them to buy one.
You need to remember that other estate agents are making videos, too, so you need to get creative.
In the real estate industry, it’s not just about selling property; you are also selling your personality.
As we said earlier, trust is everything, and a friendly introduction video can put your clients’ minds at rest.
There are a few ways you can make use of an introduction video.
The first would be to have a profile video on your website where you can discuss your background and why you love doing what you do.
It’s a good idea not to be too formal; show people that you are serious about your job, but you are approachable on a personal level.
Another way to do it would be as a follow up to existing leads.
If you have a mailing list of potential clients, why not email them over a video that might convince them to choose you.
You could send over your profile video, but if you want to go the extra mile, you could use all of the info you have about the client’s needs to create a personalized video.
This video would be less detailed on your background, and more focused on why you can find the specific property type they want.
A personalized video doesn’t need to take up too much time, and it’s a fantastic way to build a rapport with new clients.
Check out this simple, but effective introduction video that show’s that you can reach people even when you don’t have many subscribers yet.