Guest blogger Andre Oentoro promotes videos as marketing tools that excel at immediately capturing and keeping your audience’s attention, engaging them for longer periods, and enhancing recall.
The internet and advent of third-party platforms like Zillow have forever changed how people look for available properties. While people most often find their real estate agent through a referral, they use these resources to search for a dream space to live.
However, real estate agents must understand that simply sharing static images of their listings isn’t enough. Successful agents are using video marketing to stand out, rise above their competition, and showcase their properties.
Below, we’ve curated six video marketing tips to help you create and promote deal-closing video content. But before we jump into the main discussion, let’s understand why video marketing is essential in the highly competitive world of real estate.
Why video marketing?
Remember that the human attention-span shrinks year by year, so captivating audiences right off the bat is crucial. The moving images of a video excel in this vital aspect of modern marketing and, when compared to static content like images and textual descriptions, videos engage audiences for longer periods.
Moreover, we can’t put aside their trait as highly shareable content. You can put videos on a website to boost your visibility, enhance SEO, and drive traffic. Or, you can create a real estate YouTube channel to reach a broader audience of prospects. Additional benefits of videos include their ability to:
- Provide a realistic view of the property.
- Capture and hold the viewer’s attention better than text or images.
- Convey the story and emotions associated with a property.
- Showcase your expertise and credibility as a real estate professional.
Having noted the tremendous advantages of using video content for your real estate business, let’s dive into some tips to ensure you create effective content and avoid common video-marketing mistakes.
1. Create short, educational content
TikTok, YouTube shorts, and Instagram Reels stand out as major platforms boasting vast audiences. Capitalizing on these video platforms offers an opportunity to capture attention and establish a robust online presence through “snackable” videos.
Short videos are highly digestible, allowing audiences to gain valuable information quickly. The focus here is on delivering insightful content in a concise and captivating format. You can use video marketing tools to craft concise videos.
Focus on showcasing specific property features like a rose garden, in-ground pool, an inviting foyer, or providing valuable insights about choosing and buying a particular property. Shorter content enhances the likelihood that viewers will watch it in its entirety, ensuring your message gets across effectively.
2. Consider 360-degree videos
In a nutshell, 360-degree videos show you everything around a property from all sides at the same time. It’s like a video that gives you a full view of what’s happening in every direction. This content is especially suitable for showcasing a property.
With 360-degree videos, you can create virtual tours of properties, which is particularly useful for long-distance buyers or when in-person visits are challenging. They provide a realistic sense of space and layout, helping potential buyers to understand a property’s features and dimensions.
Moreover, cutting-edge technology like 360-degree videos can set your agency apart and demonstrate your commitment to providing a top-tier service. People tend to remember properties they’ve explored in this way more vividly.
3. Optimize with video SEO
You will likely use social media like YouTube to post your videos, and video SEO helps your content rank well in search engine results.
Video SEO is essential for driving organic traffic to your videos and website. To do this, you must optimize your videos with relevant keywords, descriptions, and tags. Write clear, concise, and compelling titles to grab the audience’s attention.
For example, if you want to educate viewers about steel buildings, you can create titles such as “Steel Building Recommendations” or “What to Consider When Choosing a Steel Building.” Video SEO allows you to reach a specific audience interested in related content.
4. Try paid advertising
If you want a quick result, consider advertising your video content on online platforms like Google, YouTube, and other social media. But be prepared to allocate a budget to promote your agency or property listings online.
Paid advertising ensures your videos will be shown to more people, which helps you reach a larger audience of potential clients. For example, YouTube ads enable you to display your real estate video before or during content related to real estate.
To use this strategy, first, decide how much you’re willing to spend on advertising. Start with a modest budget and increase it as you see positive results. Also, define your target audience carefully. For instance, if you specialize in luxury homes, make sure your ads reach individuals interested in high-end properties.
Use tools like Google Ads or Facebook Ads Manager to monitor how many people click your ads and take action, like contacting your agency or visiting your website. Adjust your ad campaigns based on what’s most effective.
5. Optimize website and landing pages
Optimizing your website and landing pages helps you provide a seamless user experience. An effective website and landing page also drive higher conversion rates for your real estate agency.
You can start by improving search functionality, ensuring faster loading, and using clear and compelling calls to action. When visitors click on your video, make sure they can easily find additional information about the properties they’re interested in.
Also, optimize your website and landing pages with mobile accessibility. Mobile-friendly pages are essential to ensure that your video content and landing pages are easily accessible to the widest range of users.
6. Monitor analytics
Analytics provide valuable insights into how your video content is performing. You can see which videos are getting the most views, which parts are engaging viewers the most, and which aren’t performing well. You can also observe demographic data, like the age and location of your video viewers.
By tracking how long viewers stay engaged with your videos, you can determine which content is most compelling. This can help refine your video marketing strategy and create more engaging content.
Tracking key analytics will reveal if viewers are taking actions like visiting property listings or contacting your agency after watching your videos. Among the key performance metrics you should track and measure are:
- View counts
- Engagement metrics (view duration, likes, comments, and shares)
- Audience demographics
- Click-through rates (CTR)
- Conversion rates
- Traffic sources
- Bounce rate
Takeaway
Video marketing is no longer an option but essential for your real estate business to thrive. An effective video marketing strategy can be the key to setting your services apart, attracting more clients, and ultimately achieving your business objectives.
To engage potential buyers and build credibility for your brand, create videos that educate and inform. Each video you post should be well-optimized. Pay attention to video SEO, mobile optimization, and user-friendly landing pages to reach the right audience and provide a seamless viewing experience. The above tips can be your short guide to a successful strategy.
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Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). Connect with Andre on your favorite platform:
- LinkedIn: Andre Oentoro
- Email: andre@breadnbeyond.com
- Instagram: andre_oentoro
- Twitter: andreoen
- Facebook: Andre Oentoro
