Real estate marketing is changing.
- Listings that use video receive a whopping 403% more inquiries than those that don’t.
- 73% of homeowners say they are more likely to list with a real estate agent who uses video.
Powerful statistics like these are driving more real estate agents to include video in their marketing efforts. In fact, it has become well-nigh necessary to use real estate video marketing to stand out in today’s market. If you haven’t tried video marketing yet, now’s the time to!
Without further ado, here are the 5 types of videos you should be investing in to ensure your real estate video marketing is on par with the best!
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Property Listing Videos
Property listing videos or simply listing videos essentially offer an overview of the property on sale. An engaging video at this stage of your potential buyer’s purchase journey ensures they move to the next stage and reach out to your agency.
A great example of listing videos this year came from Bespoke Real Estate – a high-end real estate brokerage firm. Spectacular drone shots and well-shot clips of the interior combined with a detailed property overview makes this video a must-watch!
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Interview Videos
There are few things more powerful in marketing than social proof. And interview videos offer you a great way to unleash the power of social proof in your real estate video marketing efforts.
An interview video may present interviews with a number of different types of stakeholders, including home lenders, past clients, and mortgage lenders, giving you a diverse and rock-solid set of referrals for you to showcase. There’s one caveat you will want to keep in mind when you choose your interviewees, though: Ensure that what’s being said is relevant to the audience.
Looking for real estate interview videos for some inspiration? Look no further! Check out this interview video from Keller Williams Realtor Beverly Meaux that dives into their past clients’ experiences with them, including the drivers of their decisions, and the advantages of working with Meaux.
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Live Videos
Live videos add a tremendous amount of value to your real estate video marketing, primarily by lending it that one critical quality that can change the game for you: authenticity.
Invite your online audience to take a virtual tour through the property along with you using Facebook, Twitter, or Insta-stories.
What’s more, no matter which of these platforms you use, you also get live feedback about the property as questions are raised and comments are made. These inputs help you understand buyer expectations and objections to purchase quickly and easily.
Last but not least, consider how much good live videos can mean for your shoot times. One shoot and you’re done! Could you ask for more?!
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Community Videos
For home buyers, the neighborhood they will be a part of and the community they will belong to is often as important a consideration for purchase as the bells and whistles offered by the property itself.
To shine a light on what awaits the home buyer on the community front, it is useful to create what is known as community videos. These showcase what life in the locality is like and could include elements like the amenities that are easily accessible to residents and also the occasions celebrated and get-togethers that happen regularly in the locality.
Here’s a community video from Hoboken Real Estate you need to watch!
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Testimonial Videos
Often, property buyers prefer to quickly speak about their experiences with you rather than painstakingly write about them. Plus, this is perfect for the video-frenzied audience that throngs the internet today. A win-win, indeed.
Just one word of caution, though: Before requesting a testimonial, make sure you offer the past client in question some delightful service and then stand back and watch spellbound as the shining review unfolds on screen!
Check out this testimonial video from Greg Guinto for some inspiration!
Tips for Creating Engaging Real Estate Marketing Videos
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Tell a compelling story
You’re not just selling houses. You’re in the business of homes. What is the difference? A home represents a lived experience; in other words, a story. So don’t shy away from “storifying” the experience of life on the property you’re selling.
This is where your prospective buyer will experience some of the key milestones of their life, make some of their fondest memories and express their deepest affections. Use these to your advantage and create a story around life on the property.
What was once a dry laundry list of features, you’ll find, has now been transformed into an experience that creates an impact on the holy grail of marketers everywhere: emotions.
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Add a human element
People relate to other people. We all tend to gravitate towards the familiar and relatable. This holds equally true for real estate video marketing as anything else. A technique as simple as it is powerful, adding a human element to your video marketing can bring considerable returns to you.
This video from Hurlington drives home the point neatly!
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Showcase the lifestyle and location
Today, real estate marketers need to focus on more than just the features of the property. Highlight the pros of living in the locality and the lifestyle your prospects will enjoy in the neighborhood.
We loved this video from The SkyVault that not only speaks about the luxuries that come with the building but takes it one step further and speaks about the big city lifestyle the viewer will get to enjoy by opting for the property.
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Put on display some shining reviews!
Trust, trust, trust. Given the nature of the industry, we can’t emphasize trust enough when it comes to real estate video marketing.
People like to and will choose to work with people they trust. This is an age-old principle of trade that holds good even today.
Your clients are about to make a decision that will affect them every day of their lives. Understandably enough, they need to be able to trust you to help them with it.
And one of the best ways to instill trust in your prospects is by letting your past clients do the talking through a testimonial.
Russell Real Estate Group does a great job of putting together a testimonial here – do have a watch!
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Include a clear CTA
What do you expect your clients to do at the end of watching your video? This is the question the call to action or CTA will answer. Your CTA could be a link leading the viewer to a form where they can fill up their details to hear from you, signing up to your YouTube channel, or even putting in an offer.
Bear in mind the nature of the audience you’re targeting (eg. homeowners or home buyers), the stage of the buyer journey your audience is in as well as the contents of the video before deciding on your CTA.
In the end, real estate video marketing is about keeping it so compelling that the viewer is inclined to take the next step. Start with producing the five types of videos we’ve spoken about, bearing the above tips in mind, and you’ll see your real estate marketing moving to the next level!
And with that, it’s a wrap, folks! Happy video marketing!
This article has been contributed by Koushik Marka.