Videos are one of the most effective tools in marketing. They evoke emotions and transmit messages in a way that words alone can hardly do. No wonder that video marketing is highly effective when selling properties in the real estate industry.
Yet, only 1 out of 10 agents use a video strategy today, even though 73% of homeowners say they would list their properties with a realtor offering to do a video.
Why? Maybe the idea of recording a video tour of a house sounds overwhelming or expensive. Actually, creating a video of a property doesn’t need to be any of the beforehand mentioned.
To prove that, this article lists 5 ideas on how to boost your sales with real estate video marketing.
How can video marketing increase real estate sales?
Videos have been used by the real estate industry as a marketing tool for a long time.
The difference is that nowadays, instead of TV commercials, realtors share videos online on their websites, listing portals, and social media.
This swap in the advertising channels follows a change in the audience’s behavior. According to a Statista report, by 2025 the average daily time spent with digital media in the United States is expected to be nearly double of the time spent with traditional media.
On top of that, technology made it easier for anyone with the right gadgets to record and share a quality virtual tour of a house, or a marketing piece promoting their services.
Advantages of video marketing
Basically, video marketing boosts real estate sales by:
- Generating new leads: Videos can improve the click-through rate by 65%. In other words, posting videos on social media and using them in paid ads increases the number of visitors to your landing pages and, hence, generates new leads for your business.
- Increasing the number of appointments: Video marketing attracts buyers and persuades sellers to list with agents who leverage this powerful tool.
- Improving the reach of offers: This type of media is widely used to boost SEO and increase engagement on social media. Social media users are much more likely to like, comment, or share videos. Sharing in particular is very important, as this is the internet’s equivalent to word of mouth.
- Making properties more desirable: Video marketing elevates the experience of home buyers and sellers by providing an immersive experience of the properties listed.
- Adding more details to the listings: Have you ever heard that one picture is worth 1,000 words? The same logic applies to videos. Showcasing a property through video adds way more information and gives way more detail than any other medium.
- Increasing the trust in realtors: Through personalized videos, agents connect on a human level with their audience, offering insights into their expertise and properties.
Examples of video marketing in real estate
Now that you know why creating videos is important for your marketing strategy, it’s time to get inspired by brands and agents that are doing a great job online.
The first thing you should focus is on which kind of video you want to create.
Video is a versatile format used in different stages of the customer buying journey. For example, a video guide explaining how to buy your first house can be used at the top of the funnel to generate more traffic to your pages.
On the other hand, a compelling virtual tour of a house can be used at the bottom of the funnel in order to convince buyers to take action and contact an agent.
Here are 5 ideas to inspire you to create your first videos.
Using a drone to record aerial footage of properties
Drones have become very popular since their prices are now accessible to the general public. Said that using these devices to record aerial footage of properties is a great idea for creating a memorable promotional video of your listings.
The aerial perspective they offer goes beyond traditional ground-level footage. They are able to capture stunning panoramic views that highlight property landscapes, sizes, and surroundings.
They also provide immersive flyovers, showcasing neighborhood amenities, nearby parks, and overall property scale, offering a comprehensive visual experience.
Take this flying tour as an example of how drones can be used to elevate the presentation of high-end properties.
Recording video testimonials of your customers
Testimonials are strong social proof of the quality of your services and agency capabilities.
These authentic narratives convey firsthand experiences, building trust and credibility for prospective buyers.
Video testimonials will boost your marketing strategy by showcasing your experience in the real estate market. Use this type of video to highlight successful transactions, satisfied clients, their journeys, and the realtor’s expertise.
McDonald Real Estate Group produced a great piece that shows how happy their customers were with their service.
Getting your audience to know your agents
Around 80% of homebuyers and sellers choose to work with the first real estate agent they speak with. So, if you are introduced to them beforehand via video, chances are they will choose to work with you rather than your competitors.
Furthermore, introducing a real estate agent via video cultivates a personal connection, which is crucial in property sales.
These videos present the agent’s personality, expertise, and approach, creating an initial rapport with potential clients. Personalized introductions allow viewers to gauge the agent’s professionalism, instilling confidence and familiarity.
Check out a good video introduction to a real estate agent.
Attracting potential buyers through educational videos
Most of your website traffic comes from visitors who are in the awareness stage of the sales funnel.
This type of audience is not ready to buy or sell a property yet, but part of them are potential customers you should capture their contact information to feed your lead nurture campaigns.
Educational real estate videos serve as invaluable resources in property sales, ideal to be placed at the top of your marketing funnel. They are insightful guidance, empowering potential buyers with knowledge essential to their decision-making process.
They cover various aspects of buying or selling, explaining complexities, providing tips, and addressing common queries.
Check out this example of educational video.
Enhancing your audience experience with AR/VR
If you have the budget, investing in technologies that create an immersive experience for your audience is a game changer to your marketing strategy.
I’m talking about Augmented Reality (AR) and Virtual Reality (VR) videos. These technologies are growing in popularity among agents as they can enable potential buyers to virtually tour properties, exploring every detail from the comfort of their location.
These videos provide realistic, in-depth views, allowing viewers to visualize spaces, interior designs, and potential modifications in a space.
Check out this example of a virtual tour through a house ready to sell.
Top tips for recording a great real estate video
Now that you have a clearer idea about which type of real estate video is most suitable for your marketing strategy, it’s time to learn the best practices to create a masterpiece that will boost your sales.
For that purpose, here you go the answers to some of the most common questions that pop up when creating videos.
What is the ideal length for my video?
There is no exact answer to this question. What I can say is that most real estate videos are between 3 and 7 minutes.
The duration of a video also depends on which social media it will be shared. On YouTube, you can upload videos of basically any length. On the other hand, Instagram and TikTok have limitations on how long your video should be.
But remember, depending on your strategy, long videos might not be ideal as the attention span of internet users is short. Long videos should be considered if you are sharing highly valuable content, for example, a webinar recording.
What should I show in my video?
The answer to this question is intimately related to the purpose and format of your video. Is it a listing video? A testimonial video? An educational video?
Listing videos should showcase the property that is being listed. This includes a tour of the property that shows all of its rooms, aerial footage of the property and its surroundings, and relevant information for potential buyers (e.g. total area, number of rooms, toilets, price, location, etc).
For a testimonial video, it’s important that you bring a real client to talk about their experience. A fake video will do more harm than good to your brand. Make sure that the property sold appears in the video, that your clients talk about their struggles and how you helped them, plus any other relevant information that shows how satisfied they were with your service.
An educational video should be filled with relevant and deep information about the topic you are covering. It should answer the most commonly asked questions and give solutions to the problems presented. You should also consider adding graphs, infographics, and statistics that support the content.
Should I hire a professional to record the video or should I do it myself?
The answer to this question depends on your budget.
Hiring an experienced professional or agency to take the lead in your real estate video marketing strategy will definitely result in incredible pieces with the potential to generate more leads for your business than a DIY approach.
But before hiring a professional you should ask yourself, is the listing worth the investment? Maybe it’s a property that sells for itself, and all you need is to create a simple but well-done video to attract buyers.
Also, testimonial videos and educational videos can be simpler, as these pieces are used to nurture your audience. Save your budget for the products with the higher ROI.
In case you don’t have the budget, don’t worry. The internet is full of tutorials teaching how to create amazing videos with just a smartphone.
Which equipment should I use to record a real estate video?
If you are going to record the videos on your own, check out some equipment that you should add to your list:
- A drone for aerial footage
- A camera or a mobile phone
- A camera or phone stabilizer to increase the quality of the images
- If statical footage, a tripod
- A ring light and, if possible, a photography reflector or diffuser
In a world where everyone is connected and images speak louder than words, video marketing is a must if you wanna thrive in the real estate industry.
It helps realtors to captivate audiences, showcase properties effectively, and establish a strong online presence, fostering trust and engagement in a competitive market.
In this article, we presented 5 inspiring ideas for you to start with video marketing:
- Using a drone to record aerial footage of properties.
- Recording video testimonials of your customers.
- Getting your audience to know your agents.
- Attracting potential buyers through educational videos.
- Enhancing your audience experience with AR/VR.
Expanding your virtual exposure and generating more leads through videos is only half of the job. The other half is to turn these leads into new customers for your business.
But do you have all that is necessary to offer a great sales experience to your potential clients?
Learn how ViagemIT assists businesses in the real estate industry to streamline their processes and enhance their customer experience through their digital transformation.