How to Use Video Marketing to Improve Real Estate Leads
According to Cisco, by 2022, online videos will make up more than 82% of all consumer internet traffic — 15 times higher than in 2017. This is not surprising, considering the rising popularity of mobile phones that enables users to access online videos easily. Insivia has also supported this statistic that mobile video consumption rises by 100% every year.
These numbers have also become a “wake-up call” for real estate companies to start producing marketing videos as part of their marketing strategy. Since real estate business is a highly competitive field, the company needs to use some effective strategies to keep its continuity in the future. One of the practical ways is to use a video marketing strategy.
A video marketing strategy is an effective tool for real estate business because they can promote their properties to get more customers. Besides, by using this strategy, the companies can build engagement with their customers that is also helpful for boosting their brand awareness. This awareness is necessary to make their company become more “stand out” among real estate companies.
So, if you run a real estate business, it’s time to incorporate a video marketing strategy to win over the market.
Why Should You Care about Video Marketing?
Like the explanation above, video is the “king” among other online content people mostly access. Video marketing is considered the most effective strategy to deliver complex messages in a simple, quick, and innovative way.
The visual on the video has the power to attract people’s feelings to make a purchase. A study found that 46% of buyers think video tours are the most influential content on an agency’s website.
Incorporating a video marketing strategy is also effective in driving website traffic, increasing your SEO ranking on Google. A study has found that real estate videos attract up to 403% more traffic than other content formats. Therefore, if you can use this strategy effectively, you can convert more real estate leads.
The next question is, how to make real estate videos that convert? To answer this question, here are some tips you can apply for your videos.
#1. Research to Determine Your Budget
It’s an undeniable fact that budget plays an important key to make stunning marketing videos. You need a specific budget when producing high-quality videos. However, it all depends on the type of video you want to make, the required equipment, and other aspects for completing the video.
For that reason, research is something you must do at the beginning. You can start by finding your target audience. Find the problems they face in choosing properties and help them by offering your properties. Understanding the core problems allows you to find the right video content that fits your customers’ needs.
There are many types of video marketing strategies you can choose from. If your target audience isn’t aware of your real estate business, try using explainer videos to describe your services. For another case, if you want to convince your customer to make a purchase, persuade them by making customer testimonial videos.
Then, the next thing is to research video equipment like cameras, sound recorders, lighting, and others. Find all the available information about every equipment like features, advantages and disadvantages, prices, and others.
The next thing to do is determine the promotion strategy. Find the suitable strategy for your content and the target audience you want to reach out to. You can consider some free options by sharing your content on social media or using paid ads.
After you determine all of that, it’s time for you to calculate the budget. If you have enough budget, you can start making videos according to your plan. However, if you have a limited budget, you need to think of some affordable options that are still possible to make stunning videos.
For example, you can apply animation for your videos by making it using a free animation app like Powtoon. You can also use presentations with free templates available on the internet. These options are affordable because you can make videos without having to use equipment like camera, lighting, and etc.
#2. Introduce Your Company
You can produce marketing videos to show who you are to your customers. Start it by briefly explaining the history of the company, vision and mission, and your team. At this part, you can also show off your company’s achievements.
Then, you can start promoting your properties. Show the uniqueness, advantages, or attractive side from your properties that attract people to make purchases.
You can also make your content engaging by using some images. Show pictures or videos of your properties with special effects from editing video tools. You can also use other options by using eye-catching animation or colorful design to keep people entertained while watching your video.
Trust from customers is an important thing for every business to stay relevant. That’s why you should be authentic in your video. By being authentic, you slowly build trust from customers allowing them to keep purchasing properties from your company.
#3. Make Your Video Short Yet Engaging
Your video marketing should be a medium for you to deliver complex messages that people hardly understand in a short time. Wistia has found that videos under two minutes long get the most engagement. So, pay attention to your video’s duration in the editing process.
It also depends on the channel you chose to distribute the video. According to HubSpot, popular Twitter videos are around 43 seconds, while popular YouTube videos run a little longer at two minutes. So, if you choose these two channels to distribute your video, make sure to fit these requirements.
Not only making your videos in a short duration, but you also need to make videos that are engaging for your customers. Sometimes, the audience is still hesitant to buy new properties due to many reasons. To convince them, In the video, you can include opinions, reviews, or stories from previous customers who feel satisfied after purchasing your properties.
People love stories that can touch their feelings. Through honest opinions from previous customers, you can ensure your potential customers that your properties can make their life better. This method is also helpful to build engagement with your audience and eventually help you drive conversions.
#4. Provide House Tour on the Video
You can engage with your customers by providing a house tour as your video content. Make it like a virtual video where you bring your customer to explore the whole house and show each room in the house. Watching a house tour video can also become a new experience for customers that makes them more excited to buy the property.
When customers want to buy a house, the neighborhood also becomes a key factor in purchasing. You can show the neighborhood by capturing a few clips of the surrounding area. Make it more engaging by interviewing one or two old neighbors to share their opinion about the neighborhood.
Since customers like to consider the lifestyle they will get when they live in the house, you can include it as part of your video. For example, if your house is near the beach or a park, explain that your customer will get family vibes. By using this tactic as part of the video, you can engage with your customers and get them to make purchases.
Conclusion
Videos are such amazing tools to bring new dimensions to your real estate marketing strategies. With the right planning, script, editing tools, and others, you can bring your properties to life and show them to your potential customers.
Remember to put your best and be creative in the video-making process. Keep paying attention to details to prevent any mistakes that can ruin all your effort. Good luck!
Author Bio
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).
Twitter: @breadnbeyond
Email: [email protected]
LinkedIn: Andre Oentoro