Real estate video marketing has the likely potential of enhancing your business by generating fresh leads, fostering increased engagement with your brand, and providing a captivating method for showcasing listings and more, to a broad audience.
Why is Video Marketing Important?
Videos have become a crucial part in the marketing strategies of numerous businesses in recent years. With different social media channels offering largely video content, it's nearly impossible to do well in any business without video marketing your brand or company.
With that said, consumers are significantly more inclined to engage with videos by liking, commenting on, or sharing them. Note that sharing is common and in particular, it holds great significance. It's the best equivalent of word-of-mouth. It's how information spreads like wildfire. When the broader internet community demonstrates a liking and trust in a product or service, others are more likely to follow suit of the trend.
Therefore, neglecting to create videos and incorporate them into your brand's marketing efforts could result in missed opportunities to connect with an untapped audience.
How Real Estate Video Marketing Can Help Your Business
As mentioned, creating a real estate video is a necessary element of your overall marketing strategy. It's no secret that real estate is competitive. Therefore, curating a final video to market only offers multiple advantages for your real estate business.
It's proven in statistics that consumers are more drawn to brand videos than any other content format, increasing the likelihood of attracting potential clients when strategically marketed on platforms like Instagram, TikTok, YouTube and Facebook.
Real estate video marketing caters to the expectations of millennial homebuyers, who value communication, transparency, and trust, which is always something to keep in mind.
More than that, by creating videos that introduce yourself and your business, you foster a more personal connection that lead to trust and influence potential clients' decisions to work with you.
Oh, and don't forget... the real estate video that you create could provide an immersive and informative experience for showcasing properties.
Does video help sell real estate? Absolutely. Real estate promo videos can be much more engaging than photos alone. A well-made real estate video can give viewers an explanation and video walk-through of a property, get shared by viewers without extra work from you, and encourage people to contact you with a clear call-to-action.
Finally, videos are types of influential content. Consumers would rather watch a video than read through lengthy text descriptions. An effective real estate video allow you to convey comprehensive property information clearly and concisely, thus enhancing potential buyers' understanding and facilitating their decision-making process.
How Long Should the Videos Be?
The duration of real estate videos truly just depends on what social media platform they'll be published on.
When targeting Facebook feeds, videos should be no longer than 3 minutes. It's important to note that Facebook's algorithm considers factors beyond video length, so keep your videos as concise as possible.
For Instagram Reels, videos should be no longer than 60 seconds. Audiences of apps like Instagram and TikTok have short attention spans, so for more engagement from potential buyers, a video should average around 25 seconds.
As we know, YouTube is typically used for long-form content, usually the best length to keep people enticed, ranges from 6 to 8 minutes. One should notice that YouTube Shorts, which are short videos, have been introduced to the platform in recent years. Similar to Instagram, these videos should not be more than a minute.
Despite these platform-specific guidelines, it remains paramount that your video's length aligns precisely with the necessary duration to convey your information effectively, with no unnecessary seconds tacked on.
What Makes a Great Real Estate Video?
When curating your first real estate video, knowing what will set you aside from other videos may be helpful. Like I've said, the real estate market is competitive, so you want to be as unique as possible.
Before getting into details, any real estate video should accomplish two main goals. It should showcase the property for sale , which should in turn help sell it quickly. It should also create a call-to-action to send potential buyers to the real estate agent. Even if the property featured in the video sells right away, the real estate agent can potentially get more customers that are looking for similar properties .
With that said, you want possible buyers to be eager to work with you, and in order to draw them in, you should be authentic.
It's a known reality that not all property listings or neighbourhoods have inherent glamour or a striking visual appeal. Nevertheless, every property has its unique audience and possible buyer when approached with a strategic marketing plan.
Real estate agents should remain true to themselves and avoid attempting to portray someone they're not. Be honest about what you're trying to sell so you can build relationships with clients based on trust and confidence.
Whether you're making a real estate video ad, or a simple property montage video, you want to create the most influential content... but in a matter of minutes.
As mentioned, home buying is overwhelming so buyers have limited attention spans. Avoid merging a property listing video, a neighbourhood tour, and an agent testimonial into a single video. Instead, focus on conveying a single, well-defined narrative in each video you create.
Music isn't often thought about when making a real estate video, and that's because often times, the real estate agent is speaking in the video.
How about when the real estate agents are not talking? Then consider the ambiance you wish to share when there is a montage and start your selection process accordingly.
For instance, when crafting a listing video for a family home space, opt for a music track with an uplifting, family-oriented atmosphere.
HAVING A HARD TIME PICKING A SONG THAT YOU CAN ACTUALLY USE?
AT SPIVO VIDEO, WE HAVE A LONG LIST OF ROYALTY-FREE SONGS WE INCORPORATE WHEN WE EDIT YOUR VIDEO FOR YOU!
Let's talk about key features and strategic details that will take your real estate video to the next level.
When you're shooting your video, focus on the visually appealing footage you can get. Maybe you decide to film exterior shots of the property, or of similar properties. Maybe you shoot close up shots and outdoor shots of the surrounding area. Natural light and a time lapse are a popular style in video marketing that will also increase your audience.
Incorporating photos of before/afters of newly renovated properties, as well as filming the entire room and not one section of the room, will without-a-doubt get your videos more leads.
Some features that real estate agents find work best (but aren't always shared) are a steady camera, a mirrorless camera, and full frame footage.
Types of Real Estate Videos for Marketing
Voice-over Video Tours
It is beneficial for real estate video tours to wisely incorporate a voiceover that seamlessly guides viewers through both the interior and exterior of the home.
Voiceovers prove effective as they keep the video's focus squarely on the property, affording ample opportunity to present captivating facts.
Real estate can sometimes be boring to people, so incorporating smooth camera shots throughout the video will enhance visual appeal and ensure easy viewer comprehension.
A simple search for "a-day-in-the-life" reveals an abundant array of YouTube videos showcasing the daily routines of professionals across various fields.
Consequently, real estate videos of this nature collects a substantial number of views, likely to draw traffic and potential clients in your market.
Drone Footage Tour
In recent times, drones have gained increased popularity for real estate videos. They have the ability to offer unique perspectives that conventional cameras cannot capture.
Drones excel in providing viewers with expansive, overhead shots, ideal for showcasing the spatial dimensions of one or multiple listings.
Additionally, drones serve as a valuable tool for highlighting the scenic views from a property and its surrounding neighbourhood.
Undoubtedly, testimonial videos hold immense value for businesses across various industries, as they illustrate the high level of satisfaction that is experienced by previous clients.
These types of videos stand out for its effectiveness, primarily because of featuring clients who openly sharing their genuine experiences and expressions of gratitude, is what new clients like to see.
Requesting clients to share their narratives, encompassing their journey in discovering your business and their present satisfaction, lays a strong foundation for crafting a compelling video.
How to Make Marketing Real Estate Videos
Begin by defining your objectives. Determine whether you aim to generate leads, showcase listings, build your brand, or achieve other specific goals. Understanding your purpose will shape your video strategy.
Next, plan your content meticulously. Decide on the type of video you want to create, whether it's a property tour, neighbourhood exploration, agent introduction, testimonials, market updates, or educational content.
Invest in quality equipment, including a DSLR camera, tripod, external microphone, and lighting gear. Properly stage the property, ensuring it's clean and well-lit for filming.
Storyboard your video to outline shots, angles, and scenes to capture. This serves as a roadmap during shooting, ensuring you cover all essential aspects. If your video requires narration, write a compelling script that highlights the property's key features and benefits. Practice delivering it in a clear and engaging manner.
During the shoot, focus on capturing high-quality content that showcases the property's most appealing attributes. Use steady movements to avoid shaky shots. Consider incorporating birds-eye-view shots using a drone if applicable. Overhead footage can provide a unique perspective of the property and its surroundings.
In the editing phase, use video editing software to refine your footage. Trim unnecessary content, add transitions, overlays, and suitable background music to enhance visual appeal. Pay attention to color correction for a professional look.
Incorporate text overlays to convey important information like property details and pricing. Use graphics and animations sparingly to maintain a clean and polished appearance.
Include a clear call to action (CTA) at the end of the video, directing viewers to take specific actions such as visiting your website or contacting you. With that said, optimize your video's title, description, and tags with relevant keywords to improve search visibility, especially on platforms like YouTube.
Share your video on various platforms, including your website, YouTube, social media, and real estate listing websites. Use email marketing to reach your existing client base with video content. Don't forget to engage with viewers by encouraging likes, comments, and shares. Respond to comments and feedback to build connections with potential clients.
Maintain a consistent schedule for video content to keep your audience engaged and informed. Monitor video analytics to assess performance and refine your strategy accordingly.
Walkthrough videos are integral to real estate video marketing for their ability to provide possible buyers with a comprehensive and immersive visual experience of a property.
They enhance transparency, efficiency, and competitiveness in the market, allowing buyers to assess properties remotely and sellers to attract a broader audience.
Walkthrough videos also foster connections too, as well as, effective storytelling. In today's digital age, these videos play a huge role in streamlining the property buying process and making a lasting impression on viewers.
If you're only planning to embed one video per real estate listing, make that video a full walkthrough. On average, full walkthrough videos performed nearly 10 percent better than videos that emphasized outdoor shots.
Ready? Set. Go!
It's crucial to bear in mind that the avenues for marketing your real estate video and your business are diverse and abundant, offering ample opportunity to showcase your offerings in the most compelling way.
To embark on this journey, start by brainstorming video concepts that align with your business's vision and overall approach to real estate.
Once you've crafted your video masterpiece, selecting the optimal channel for promotion is the next strategic step. While the initial phase may appear daunting, the rewards that come with video marketing are well worth the effort and will soon become evident.
You know what else can be daunting? Editing your final video. Don't look too far though because at Spivo Video can do it!