Why Use Video for RealEstate Marketing
When it comes to improving their business, realtors have performed significantly better when they use video marketing.
A very well made real estate video be it a phone-shot virtual tour or drone-shot aerial footage can be a great resource for both buyers and sellers. This is because it showcases the property in more detail than a photo or textual description ever could.
As per the 2017 Profile of Home Buyers and Sellers, 39 percent of homebuyers used sites with integrated video during their home searches, with 56 percent saying it was "very beneficial". The same poll indicated that websites were the most trusted source of real estate information in 2019, surpassing even the professionals themselves.
Why are videos so popular in real estate?
In the media world of the 2010s, "pivoting to video" became a dreaded phrase, but the video revolution was far more real and good in the real estate business, for various reasons. Below are reasons for incorporating video in your marketing :
1.Lead generation and nurturing that is dependable
How can realtors get customers to check out their listings? Video marketing is one of the most effective methods since it works at every stage of the sales process:
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It can create important page visits at the top of the funnel. Pages with integrated video receive 157 percent more organic search results than those without.
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A engaging video towards the middle or bottom of the funnel might be the final push customers need to contact or email a real estate agent or the property owner.
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A well-made video can also inspire sellers to engage with a realtor, knowing that their home will be presented in the best light possible.
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Property postings with video generate four times the number of leads.
The video below is useful for someone who has never seen a property before as it would be for a serious buyer who wants to learn more about the inside and what it's like to live there.
2. Diverse use cases include tours, testimonials, and more.
A house or apartment showcase/overview is only one example of how property films may be used. A video might also be used for the following purposes:
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In-depth walking tours of each room of a house, maybe employing AR or VR technology (however be careful not to mislead the viewer).
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Buyer and seller testimonies describe their experiences working with a real estate agent.
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Agents present themselves and their approaches prior to listing a property.
This video below is aimed at home sellers. Its an excellent example of the latter strategy. Prior to a property listing, the real estate agent stresses the necessity of selecting the correct agent. She then shows some realistic shots of herself in action, such as supervising over the completion of some paperwork, which is an important part of any real estate deal.
How to make a real estate video and share it
When it comes to real estate videos, one of the first things to consider is whether to develop and distribute them yourself or hire experienced videographers and social media professionals. Either way - let's call them DIY video and professional and/or prepackaged video – can work, but you should know what you're getting into before you start.
DIY real estate video
DIY mean - You shoot and edit videos yourself or in-house, just like it sounds.
Advantages:
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Complete editorial control over the content of a video.
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Much of the time, a simple DSLR or phone will work (plus a drone for the aerial footage).
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When compared to hiring a team of experts, it's a lot less expensive.
Disadvantages:
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Getting the perfect quality, angles, and other factors can be time-consuming and need a lot of trial and error.
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Overall, it necessitates a high level of technical expertise and familiarity with digital media.
There are countless DIY video how-to guides on YouTube and elsewhere, such as this one, which provides a step-by-step look at how a team assembled a polished property video using their own equipment. It's absolutely conceivable, but there are a slew of potential snags.
If you're using a DSLR, you'll almost likely need wide-angle lenses and stabilisers, as well as a high-quality and well-placed microphone. You risk having unfocused and jittery videos that appear low-quality to viewers, potentially scaring them away if you don't employ them.
Editing is also necessary. For example, you'll usually want to edit videos that display a house in the same way that a real-life tour would be edited. Finally, unless you're already well-versed in the appropriate tools and technology, doing a DIY video correctly requires a lot of effort.
Professional and/or premade Real Estate videos
These are two distinct types of video that are linked by the fact that they are created externally rather than internally. Any form of video work from dedicated videographers, who will shoot and edit footage to your standards, is considered professional video.
Pre-made videos are a little different. Stock clips, such as those offered by Promo, can be altered and included into real estate videos, particularly those intended for social media. Promo makes determining the proper aspect ratio for various social media networks simple (e.g., widescreen for YouTube, square for Instagram, etc.). Others, such as Animoto, offer a drag-and-drop movie maker that makes it simple to turn your own footage into a video.
Advantages
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Skilled pros carry out the work.
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It takes less time than making a DIY video.
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Highly adaptable to a variety use cases.
Disadvantages
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There isn't as much control over video content as there used to be.
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It has the potential to be costly.
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Original shots are more intriguing than stock footage.
Where should you publish real estate videos?
Multi-channel marketing campaigns tend to involve property videos. Social media and real estate websites are two of the most used channels.
Social Media
For social media posts you want to make sure caption contains contact information alongside a lot of hashtags for maximum search visibility. Samples below
Real estate website
If you've ever looked for a home on the internet, you've probably visited Zillow or Realtor.ca Both of these sites allow sellers to include videos and virtual tours in their listings to aid with real estate marketing and to give users a better sense of the property.
Bonus: Videos can be used in email marketing (such as newsletters) and on an agency's main website, among other things, in addition to social media and real estate websites.
What should the length of your video be?
This is very dependent on the sort of video you're creating, which we'll go into later. However, most real estate videos should be between two and six minutes long in order to keep viewers' interest while presenting the attributes of a house. The length will also vary depending on any website or social media platform limits.
Types of real-estate video you can create
Listing video
What it is: A video created to go along with a certain real estate listing.
At the very least, it should include: A description of the property, including a peek at (or guided tour of) its rooms and any important characteristics, as well as information such as the address, size, and contact information for the agent.
Aerial footage, textual overlays (e.g., to swiftly explain the information above), background music, narration, neighborhood markers, stock footage, and AR/VR are all relevant upgrades to consider (for tours mostly). Sample below
Video testimonial
What it is: A film that includes testimonials from or interviews with a real estate agent's prior buyers and sellers, local businessmen, or other relevant persons such as mortgage lenders.
R (for tours mostly).
At the very least, it should include: A well-written, relevant testimonial that comes off as sincere and upbeat.
Consider adding Q&A sessions, background music, and interior and aerial shots of the property being bought or sold. Sample below
Video introducing the agent
What it is: A film that gives an overview of a certain agent, including how and where they work, as well as why buyers and sellers should choose them.
At the very least, the expert should approach the audience directly and provide relevant information about what sets them different from rivals and why they should contact them
Aerial footage, music, and stock video are all options to explore. Samples below
Video advice
What it is: A video of a real estate agent guiding buyers and sellers through the process of buying and selling real estate.
At the very least, it should include: Answers to frequently asked questions as well as answers to a variety of issues.
Consider the following enhancements: Video with graphics and questions posed by viewers.
Sample below
In Concluion
Purchasing or selling a home is a high-risk transaction. These transactions can be made considerably easier with the help of a well-crafted video presenting the property.
Don't be afraid to go beyond the examples provided here when creating and sharing your real estate videos. Making a creative video, whether on your own or with the help of a professional team, can help you land a big customer. Feel free to reach out to us at Dk Visualsx if you have any questions or need help making videos or marketing.