• Francesca Ling

12 Videos REALTORS Can’t Afford to Skip

When it comes to effective marketing, if content is king, then video is queen. And in 2018, that is more relevant than ever before. Before we begin talking about 12 of the most effective real estate videos, let’s take a look at a few general statistics about the importance and impact of video for businesses:

  • 85% of the US internet audience watches videos online. [1]

  • 92% of mobile video viewers share videos with others. [2]

  • Video drives a 157% increase in organic traffic from SERPs. [3]

  • Video on a landing page can increase conversions by 80% or more. [4]

Now with those thoughts in mind, video seems like a pretty tempting option. But what if you’re unsure about what kinds of videos will drive the most traffic to your listings? Or if you don’t know how to get started with video? Today we are going to solve both of those questions through 12 great examples PLUS a handy checklist for getting started on your first (or latest) marketing video.

1. Informational videos

We live in an age of ‘information saturation’. In other words, there is SO much content online, but how much of it is actually useful or valuable? Aside from the fact that some may define utility different than others (we’re looking at you cat-video sharers ;)), informational videos are a great way to stand out from the noise of uselessness.

Why? Because with informational videos, you are giving your viewers value - which is essential for not only improving the overall real estate savvy of your viewer, but also for establishing credibility and laying the foundation for future interactions.

Here’s an example of an informational video:

2. Listing videos

These can be some of the best ways to generate leads to your properties. By creating videos that truly show off your listings, you have the opportunity to present your properties in the best light possible.

This serves a dual purpose. The first and most obvious is that videos are effective and memorable methods to generate leads and visitors to your properties. The second is that potential sellers can see the effort and personalization you put into each of your listings - encouraging new business further down the line.

It used to be that creating a great video was a hugely time consuming and expensive process. Today, even some simple videos can be made using a smartphone, but beware, when you use an app the old saying “you get what you pay for” can be true - especially for free or extra low cost apps.

Instead, consider hiring an agency or videographer that will work with you to find what makes your property truly unique and special to craft a video that will ultimately pay for itself.

Here’s an example:

3. Agent / office promos

One of the best things about real estate is that it gives people the opportunity to connect with others and to make a truly positive impact on their lives. And agent / office promos can help to demonstrate to potential buyers and sellers why you are different and why you are the right fit for their particular needs and preferences.

Another benefit of this type of video is that it is extremely versatile. Since you are covering all the essential positives about your office, you can put the video pretty much anywhere you like - from homepages to social media, emailings to presentations.

An example:

4. Community / Event / Neighborhood Videos

When someone buys a home, they aren’t just buying the house, but they’re buying into the neighborhood too. And each buyer has a different set of needs and preferences that they look for in a neighborhood.

Getting videos of these types of events are a great way to provide a more candid, casual look into a particular community. By showing potential buyers the locality that they would be living, they can picture themselves in it.

Some topics to search for in this category include:

  • Local street festivals and fairs

  • Sports teams

  • High school and university events

  • “Exploration” videos giving viewers an on the ground perspective of the area

These videos can also be useful for those considering relocation to your area. This can also help to generate potential leads for those who end up arriving in the communities you have highlighted.

Here’s an example:

5. Housing market update videos

Chances are, you already spend a fair amount of time researching the housing market to help better predicate what sales will be the most successful over the long term. So, why not enhance your marketing with your extra knowledge?

Having useful videos like these that can provide value while also demonstrating your depth of understanding can go a long way in establishing credibility for your brand. Additionally over time you will develop a historical library of how the housing market has changed in your chosen region; providing information and data that can be used for a multitude of purposes.

One example:

6. First time buyer videos

Imagine that you are considering buying your first house today. In the information era, what would be the first thing you would do? Head over to Google and start researching.

This is an incredible opportunity to continue to market yourself and your knowledge of both the region and real estate principles in general, while also providing a helpful (and hopefully calming) resource for first timers.

Emphasize your location (eg: 5 Tips for First Time Buyers in Houston) and you increase the odds of reaching viewers that could become potential buyers.

Here’s an example:

7. Humorous videos

If you want to add a more ‘human’ touch to your brand, humor can be one of the best ways to do so. It can help both potential buyers and even new hires to get to know you a little better. Whether you use your own ideas or take inspo from what’s popular today, these kinds of video can have a huge impact on how your audience perceives you.

A word of warning though, be careful to avoid any topics that could be offensive or possibly portray your brand in a negative light.

One example:

8. Testimonial videos

People are much more likely to trust the opinion of a ‘colleague’ instead of someone who stands to directly profit from their decision. OK that may be a little harsh, but the concept remains true: people trust people more than brands.

Some people that you can ask to participate include:

  • Happy customers (duh)

  • Home inspectors

  • Mortgage lenders

  • Bankers

  • Title companies

And so on and so forth. An added bonus of encouraging those who you work with to participate is that by also portraying them in a positive light, you can boost the odds of their sharing and engagement with the finished product.

An example:

9. Livestream / QA videos

These are most effective once you have started to build an online following that is interested in the places and topics you have already covered. It’s also important to spend some time prior to your livestream advertising and talking about it. Be sure to mention what topics you’ll be covering, who will benefit the most from the video, and of course, what time you go live!

One additional benefit of this type of video is that sometimes you can end up with an incredible piece of evergreen content that covers important topics related to real estate.

One example:

10. Local business reviews

Have a few favorite stores and restaurants in your community? Whatever they are, taking the time to film a review of their business can have some pretty positive results for all involved. This is because it demonstrates how deeply you understand and care for you community - a true bonus for anyone looking to join it.

Additionally, it can also help to encourage word-of-mouth marketing on the behalf of the organizations that you choose to review.

Here’s an example:

11. How-to videos

As a REALTOR, you are already a wealth of knowledge on topics that the average buyer knows little to nothing about. Use these videos to not only share your favorite tricks, but also to demonstrate your human side again - particularly when it comes to topics that are difficult or misunderstood.

Make sure that you integrate the words “how-to” in the title and description of your video to rank higher in search engines and improve your chances of getting in front of the right audience.

An example:

12. A Look into My Life as a REALTOR

You’ve probably noticed a trend in these videos to helping to give your viewers a more ‘human’ look into the real estate business and this type of video is no exception.

Introducing yourself and the agency is a great way to help possible viewers get a proper feel for who you are and if their personalities and aims will align with yours. How does this video differ from a promotional video that you might make that focuses on your strengths as an agency? Because it focuses on ‘soft’ factors. Your interests and hobbies. Your life outside of real estate - and maybe even a bit about why this makes you a great agent.

Here's an example:

So that’s great, but how do I get started?

You’ve gotten this far and now you’re wondering how to begin. Well, fear not dear reader, getting your very own real estate video is pretty simple - here’s a checklist of questions to help you begin:

  • What do I want to achieve with my video?

  • Who is the audience for my video?

  • What is my budget for video and related marketing costs?

  • How long does the video need to be?

  • How do I plan to use the video?

  • Where will I film it?

  • Who else needs to be involved?

  • Are there any certain places or properties that can benefit more from this?

  • Can I partner with any local businesses to encourage word-of-mouth or sharing of my video?

With these questions in mind, you can get a clear idea of what type of video is best for you and what steps will be necessary to create it.

Remember that video quality is key to success. It is better to invest slightly more resources into the creation of your video so that you have a product that you truly love and will be happy to use again and again (when appropriate, of course).

Remember, it only takes one view to sometimes change the entire trajectory of a listing, so the potential impact of your video should not be understated.

If you're ready to increase your exposure, sell your listings faster and for more money, please feel free to write to me at francesca@celikcreative.com. And as always, the consultation is free :)

Sources & Statistics:

[1] http://chipthompson.com/19-fascinating-statistics-case-visual-content-marketing/

[2] https://www.virtuets.com/45-video-marketing-statistics/

[3] https://www.brightcove.com/en/blog/2015/08/create-compelling-video-experiences

[4] https://www.slideshare.net/AdelieStudios/adelie-studios-top16videomarketingstatistics2016-56658453


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