Reaching the right buyers for your listings can be a challenge in today’s real estate market. With so much of our lives going online, smart agents are using the power of visuals to capture their audience with a bunch of realtor promotional video types.
Real Estate Video marketing should be part of every realtor’s marketing plan. Why? Because of high-quality images and excellent marketing copy will only go so far in today’s online marketing world.
As a realtor, you know that buying a new home is an emotional process and if you want to reach further into the hearts of your audience, you need to create a more interactive experience for potential buyers.
Data shows that adding video to emails alone can increase your click-through-rate by up to 300%. What’s more, videos are shared over 1200% more than text posts or images on social media channels and drive 157% more organic traffic from search engines. With such amazing statistics, only 9% of realtors are actually using video.
Why aren’t more realtors using video? Because they often perceive video as being complicated and expensive to create. Two misconceptions we love talking about on our blog.
Below are some Real Estate video marketing ideas to help you take your real estate business to the next level:
1. Educational Real Estate Videos
Whenever we have a question, most of us immediately go to YouTube to find video tutorials. Real Estate isn’t any different here, which means there is an excellent opportunity for you to create educational real estate videos.
Creating real estate videos that educate your audience will allow you to build trust and authority with them. In terms of educational topics, the sky is literally the limit here because there are so many topics you can educate your buyers about whether they are buying or selling a home.
When we searched YouTube for videos that talk about how to quickly sell your home, a plethora of videos appeared in our search results telling us that this is a hot real estate topic.
Not all videos are created equal and there are some things to keep in mind when creating your educational real estate video to make it effective and relevant to your audience.
A few real estate video marketing points to consider:
- Get to the point and immediately cover your topic.
- Keep your video length to 5 minutes or less, if possible.
- Be personable and real—people aren’t into superficial and sleazy marketing anymore.
- Use visuals such as images, whiteboards, or shoot some video with your phone or drone to help make your viewers part of the experience.
Kris Krohn’s real estate videos often include the above guidelines and his channel has 521,000 subscribers. His real estate business is no doubt explosive because he harnesses the power of video.
To give you a better idea, here is an example of his video on “How To Sell Your House Fast”:
There are literally so many different educational real estate marketing video topics that you could cover. All you need to do is look at the common issues your clients face or the questions they often have and create videos that answer those questions.
2. Neighborhood Analysis Videos
Potential buyers of your listings will want to know about the neighborhood they could potentially be living in. If you’ve got listings that are just sitting there seemingly collecting dust, it could have to do with the fact buyers do not know a lot about the neighborhood.
A great video real estate marketing strategy would be to create videos that provide an analysis of the neighborhood. This will give buyers more of a complete picture of the market and area without them having to take a trip to check out the area themselves.
What topics should you cover in a neighborhood analysis video?
Here are some key factors every buyer wants to know:
- Economic statistics—prices, economic growth, future market value.
- Schools and quality of the schools.
- Crime rates and general safety concerns, especially cover this for low crime areas.
- Parking—Is there adequate street parking for guests?
- Access to interstates and freeways for commuters.
- Neighborhood features such as parks, running trails, rivers, and lakes, etc.
- Interview neighbors and local business owners to provide a feel for the culture of the community.
Creating a successful and well-informed neighborhood analysis video will require you to spend some time researching the area and spending some time in the neighborhood itself. You can even get to know some of the residents and ask them questions about why they enjoy living there.
A great way to get neighborhood analysis videos in front of the right audience is through Facebook geo-targeted ads. You’de be able to target people visiting the same neighborhood you’re video covers, alongside other Facebook ad targetings, like “Likely to move home” and more.
Another way to use these videos is by putting them on your website on the listing page, or to instantly have an analysis video on hand to send to anyone inquiring about the home, which will surely be impressive.
3. Property Overview Videos
When you list or represent a new property, you should immediately create a realtor promotional video that goes over the property in detail. Again, this video shouldn’t be too long but should give your buyers an idea of what it may be like to live there.
With video being such a powerful tool, you will reach people that are busy and don’t have the time to be dragged around the city looking at 10 different property options.
They would rather narrow down their search and visit the properties that interest them the most and video can make that happen for your buyer.
Below are some property features to cover in your property overview videos (if the property has them of course):
- The driveway and entrance area—show brickwork and sculptures
- The front yard—show flower beds, gardens, and fountains if any
- The kitchen—this should be the first area you show inside the home
- The living room and dining room areas
- All of the bedrooms
- Bathrooms—showcase master baths and guest baths
- Laundry room
- Inside storage space
- Garage space and any outside storage
- Property line fences and security
- Any additional features and benefits such as solar panels, heating floors, pools and hot tubs, skylights, and any other feature the buyer should know about.
- • Aerial views of the property using a drone.
The purpose of this video should not be to sell yourself but to bring the home to wherever your potential buyer is. You can take a camera and shoot a simple video of the best angles and put them together with some nice music.
If you have the budget, work with a freelancer that specializes in creating property videos. If you’re working on creating that budget, then using a DIY video maker with real estate property templates is a great option.
Check out our detailed article – “How to Make Real Estate Marketing Videos”.
4. Lead Generation Promotional Videos
A simple, yet very powerful way to use video is through creating lead generation videos. The purpose of lead generation videos is to get more clients and to target them where they are currently at in the buying or selling process.
How do lead generation promotional videos for realtors work?
It is quite simple. You create a short video that visually illustrates your message and include a CTA (Call to Action) at the end of the video, which will prompt potential clients to submit their contact information.
Here is what realtors should include in their lead generation videos:
- A brief realtor introduction of some kind.
- Images/video of a property you currently represent.
- Video images of families, individuals, or couples excited about their new home—optional and depends on the goal of your video.
- Music to match the layout and video presentation—it should not be distracting in any way.
- Colors and graphics to make the video more appealing—video templates help with this.
- A simple and powerful text that speaks to your target audience.
- Your company logo.
- Your website address.
- A CTA clearly telling your viewers what to do next.
If you don’t have your own custom footage, you can easily purchase stock video clips, music, and use a Real Estate Video Template and an online video maker to put it all together yourself, for less than $50. You can check out our article about this method.
Lead generation promotional video topic ideas:
- ‘Coming Soon’ listings – great for active home buyers or investors
- Live Listing walk-through videos
- Lowest home price listing -targets investors and first-time buyers
- ‘Just Sold’ listings video – great for finding local sellers
- High-priced city home in highly sought after neighborhood – excellent for luxury homebuyers hot and ready to buy
To help you keep it simple, the layout of your video should begin with an opening scene that tells your potential client who you are.
A great idea for this could be showing an image of you walking towards your yard sign, showing a quick view of the street, and then focusing on the sign and walking towards the home.
This is great for an open house or listing walk-through videos.
The next thing you need is a script or a walk-through narrative of the home, or neighborhood, and then ending with a price and a CTA.
Make sure your script clearly talks to your target audience. For example, “If you’re a first-time homebuyer…” Or, “I’m standing right outside this beautiful luxury home in (luxury neighborhood name)”.
Finally, your CTA should be very specific. If you want to target early-stage homebuyers with your open house video, your CTA text could say, “Get open house details by email now!” And then lead them to a form where they submit their email address.
If you are you feeling a little stuck on where, to begin with, your lead generation promotional video, check out this in-depth guide to help you get started.
How will my lead generation video be seen by potential customers?
One of the best ways to target and reach your audience is through Facebook Ads. Facebook has really stepped up its game with its incredible ad targeting features. Plus, there are over 2 billion active Facebook users, so you have an audience to target.
You can choose audiences by age and demographics, interests and careers, and even upload a list of existing customer’s emails, and have FB show your ad to similar users to those you’ve uploaded.
Facebook also has an ad unit specifically designed for Lead Generation, in which the users will submit their details with just one click, without leaving Facebook to an external website.
The leads of potential customers that arrived with Facebook Lead Generation ads will be sent straight to your email’s mailbox.
Check out our article: Generating Leads with Facebook Video Ads in 2020?
5. Website Videos
Apart from being a virtual business card your site often serves as an online portfolio and property gallery. It has a huge importance on your overall marketing strategy. After all, if you’re potential clients can’t research you, or worse, can’t reach you – how will you grow your client base?
With Realtors website’s you have two main objectives:
- SEO – Search Engine Optimization – Ranking on google to get new visitors
- Great UX – User Experience – serving your audience engaging content in an easy manner
Both these objectives are achieved when adding videos to your website:
- Video ranks up SEO – Google prioritizes sites with video
- Video is a great way to show your visitors who you are, and give them a great site experience. Videos about the neighborhoods you cover, questions answered and the properties you represent or just sold.
When considering what type of video to create for your real estate business, here are the options we discussed in detail again:
Remember it can be super simple and affordable to create effective videos for your real estate business.
Consider hiring freelancers on sites such as fiverr.com where you can work with videographers for much less than if you were to hire a professional to go on-site and create your real estate videos for you. Or use a pre-made and tested Real Estate Video Template and assemble your videos DIY.
Which video marketing idea are you planning to use for your real estate business? Please share your ideas with us below.