The real estate industry can have its ups and downs. There are highs and lows in the market, and it can be a risky business if you don’t have the right marketing tools and resources in place. The market just rebounded with sales going up 2.5% in May 2019, but in order to keep home sales on an upward trend, realtors need to take advantage of different property marketing techniques.
You might think that some homes speak for themselves, and that’s not a bad way to promote them. However, no matter how great a house is or how beautifully you can stage it, you still need to market it to the masses if you want to sell it quickly.
People are inundated with information nowadays. Everything is fast-paced, and if you aren’t able to relay information to someone in a matter of seconds, it’s likely they’ll lose interest. That’s why visual content marketing, the use of social media, and video marketing are so important. Did you know that when you use a video to convey a message, rather than using text, it’s 10 times more powerful? If that statistic sounds shocking to you, it’s time to educate yourself on just how influential strategic visuals in property marketing can be.
Sharing on Social Media
Before we get into the importance of visuals, you have to know where to share and promote those images and videos. You can start by making sure your own social media platforms are up to date and have awesome content. Including videos of yourself answering questions and photos of your listings can help. Social media is a great way to connect with leads and start to build connections and relationships.
It’s important to have a social media strategy in place as part of your overall marketing plan. By using social media platforms, you can advertise to specific groups or specific areas by sponsoring posts. You can help potential real estate clients feel as though they’re getting a virtual walk-through of your properties by posting as many pictures and videos as possible.
Where social media goes one step further is through communication and interaction. No matter what you share on your platforms, be prepared to talk about it! Encourage your followers to ask questions and start discussions. Engaging with your audience on social media will help more people to become interested in the properties you have for sale. You’ll also end up getting more positive testimonies and reviews that you can share.
Social media is all about getting creative, so try to think of some unique ways you can connect with your followers and potential clients. Creating a specific hashtag, having unique posts that line up with certain days of the week, or hosting a live stream chat once a month are all great ways to attract more followers.
A Picture Says a Thousand Words (And Sells More Houses!)
Once you have your social media platforms set up and ready to go, you’re going to need a lot of visual content to fill them. According to HubSpot, 32% of marketers believe that visual content is the most important type of content for their business. Making it a priority for your own property marketing efforts is essential when you’re trying to sell homes and get referrals.
Thankfully, when you’re in the real estate business, the possibilities are endless for how you can use visuals to your advantage. Of course, it’s easy to start out online. It’s not enough to just shoot pictures of a house on the market with your phone. Instead, either invest in a professional camera or hire a photographer with real estate experience. Some tips for real estate photos and videos to keep in mind include:
- Using more than one flash to make areas look brighter
- Using a wide-angle lens to capture bigger rooms
- Learning editing techniques or hiring a professional editor
Remember, when people are interested in buying a home, they want to be able to see themselves there. Including a video walk-through of a property can make a big difference and can help to show off a lot of detail and possibilities for potential buyers.
While sharing visuals on your digital platforms is great, don’t ignore your office! Setting up unique photo displays in your office will carry your consistent brand “look” into the real world. Things like photo boards, clip displays, and framed pictures of homes you’ve sold or happy clients you’ve worked with will let your current and future clients know that you take pride in the work you do. Having picture displays in your office also adds another layer of visualization for prospective clients, so they can see what kind of work you’ve done in the past.
Residential vs. Commercial Real Estate Visuals
While residential home buyers are often interested in the details of a house, someone looking to purchase commercial real estate might want to focus on the bigger picture. Commercial buyers are looking for different things from residential buyers, so your imagery needs to reflect that. For example, a neighborhood home on a busy street might not be the best thing to showcase to a family with kids looking for a house. But, a commercial property on a busy street could mean great foot traffic, so it’s something you would want to highlight with your pictures.
A great way to show the land and community surrounding a commercial property is with drone photography and videos. Using a drone can give potential clients a realistic view of what they could be purchasing. Location is hugely important when it comes to commercial investments. Having visuals that show buyers what they’re getting makes your job easier since you’ll have to answer fewer questions about the location later. And, just like residential real estate, it gives potential buyers a way to envision themselves in that location and have an idea of what to expect.
Whether you’re trying to sell commercial real estate, homes for families, or anything in between, having a visual presence both digitally and in-person will help. It can take a bit of time to familiarize yourself with photography, video, and the social media platforms needed to share them, but it’s well worth the investment if you’re a realtor looking to boost your clientele, meet new buyers, and develop lasting relationships with the clients you work with.
This article has been contributed by Adrian Johansen.