For people involved in real estate, whether buying, selling, or marketing, having a strong, trustworthy, and appealing image for your target audience is crucial. In this competitive field that feels very personal, effective marketing and staying ahead of the competition are essential.
Real estate listings using video marketing get 403% more inquiries than those without it! However, starting with video can be daunting. Having worked for a video hosting and marketing company, I understand this well. But video is nothing to fear! It’s enjoyable and can significantly boost your business. Here are eight tips to help you sell more homes using video.
Tip #1: Budget appropriately
First, ensure you have high-quality videos, whether for listings, social media, or your website. While some suggest prioritizing quick videos over production quality (like video voicemails), real estate demands polished marketing videos. This makes sense because aesthetics are key in this industry. An unattractive property won’t sell easily. Take this video from Lifestyle Production Group as an example. It demonstrates the value of investing in quality video production. The drone footage, B roll, and elegant music transport the viewer into a world of luxury.
Don’t worry if you can’t afford something this extravagant! Professional-looking videos can be made in-house affordably. Many of us carry high-quality video cameras in our pockets daily. For example, check out this guide for creating professional-looking videos on your iPhone! Remember to budget for promoting your videos on platforms like Google, Instagram, and Facebook when allocating video funds.
Tip #2: Plan in advance
Video marketing isn’t something you just throw together. Planning the types of videos, filming and editing methods, and placement takes time. Before starting, strategize. Determine the videos you want and need, prioritize their production, and develop a detailed promotion plan.
Video production can involve many steps, from finding actors to scripting, props, lighting, sound, and editing. Don’t get overwhelmed! Planning helps everything come together smoothly. Research, collaborate with your team, and create a plan to achieve your video goals. You’ve got this!
Tip #3: Humanize your videos!
Buying or selling a home is personal. It’s financially and emotionally significant. People often make decisions based on emotions and connect with other people, not just properties. That’s why storytelling is crucial. This video from Hurlingham illustrates this point:
Doesn’t that evoke a strong emotional response? It makes you want to work with them to find your dream home. Emotional appeal is the most effective way to connect with clients. Embrace it and let your videos evoke emotions!
Tip #4: Utilize the power of 360 video
Selling something tangible online makes it difficult to showcase its beauty on a flat screen. This is where video excels, and real estate is no different. But, since this industry often involves large, multifunctional spaces, standard videos may not suffice. That’s where 360 video comes in! It immerses your audience, allowing them to virtually tour the space. While this technology might seem intimidating, you can handle it. This guide on how to make a 360 real estate video can help you get started.
Tip #5: Sell the lifestyle and location, not just the property
Thinking beyond the property is crucial for real estate marketers. Remember, you’re selling the location as much as the property itself. Reflect this in your videos. Check out this example from The Skyvault:
This video sells not just the luxurious building, but also the vibrant city lifestyle! Featuring stunning views of the New York skyline, it sells the city, not just an apartment.
Tip #6: Build trust through testimonials
Trust is vital in real estate. Purchasing a home is a significant financial and lifestyle decision. The best way to build trust is to let others do the talking - happy homeowners. They’ve been through the process. Hopefully, your company has satisfied clients. Reach out and see if they’ll film a testimonial about their positive experience. Endorsements from real people show potential clients your organization is trustworthy.
To encourage participation, treat your clients like royalty, even after the deal is closed. A celebratory bottle of champagne or a gift card to a nice restaurant can go a long way. They won’t refuse a short video request after that.
Tip #7: Strategically position your videos
Showing an emotional client testimonial video to someone actively looking to buy could give them the confidence to sign a contract. However, promoting testimonials might not be suitable for a brand awareness campaign. Instead, leads might benefit from a video highlighting your location and services.
Strategic video placement is crucial because even the best videos are useless if they don’t reach the right audience. Plan your promotion strategy for each video to target the right audience with the right content at the right time.
Tip #8: Keep videos under five minutes
Finally, keep your videos concise! Viewers drop off with every passing second. It’s typical viewing behavior: the average video only retains 37% of videos through the last second. As videos get longer, viewers lose interest. Your story will be more engaging if you stick to the highlights. Mastering video marketing can significantly benefit your real estate firm. So, start filming!