Video content is currently the most dynamic and effective tool online to promote products and services in the market and the real estate industry has seen its value in driving sales and close deals.
With modern technology scaling down to include mobile portability to provide access to information, software developers are using the technology to dominate the marketing sphere with smartphone and app features such as Facebook Watch parties, Boomerang add-ins, Vines, etc.
A survey by online productivity platform Hubspot showed that 90 per cent of its users agree that product videos contribute largely to the decision-making process. This is true in the real estate industry, where visual appeal also plays a similar role in buyers making their decisions to purchase the property.
This is primarily the reason why content marketing is important for real estate agents and a good content strategy makes the difference between a sale or a shrug-off.
Making high-quality videos is one thing but editing them as a robust promotional presentation is another.
Here are some practical and effective ideas for your video content marketing to help you get started;
Aim for an audience of home buyers
The home purchase process is not an easy one, especially for a first-time homebuyer. There are those who believe they have a bit of experience in the market and choose to do it themselves, however, their lack of knowledge regarding the risks, determining the actual and accurate value of a property, improvement options, and paperwork, are just a few of these.
While they may not readily or openly admit it, they crave to benefit from these industry insights and ideas that they can leverage.
This situation can become a great opportunity to develop informal and short videos sharing practical advice to home buyers. This can also be an amazing opportunity to build your personal brand as the go-to guy for anything and everything about real estate.
Don’t forget the sellers
This is one more opportunity to tap into the other side of the market- the home sellers. Videos offering advice on optimising their property value or provide tips to develop a more appealing and immersive presentation of homes other than just online photos.
There are also a lot of methods to make engaging videos, such as a video guide on how to arrange and organise staging videos, how to publish on social media or increase the chances of selling property.
Real estate whiteboard videos
Anybody with a creative eye can create whiteboard videos, so make good use of your skill and knowledge to coach or share insights with your audience. Whiteboard videos are powerful and effective learning tools that provide visuals to make learning or coaching easy and convenient for your target audience.
Take advantage of relevant and trending topics for your whiteboard videos such as optimising marketing or advertising budgets, using SEO, practical website design, and how to generate leads, just to name a few.
Client testimonials or review videos
Reviews, feedback and testimonials pack a lot of punch in terms of product or brand endorsement, which serve as proofs for success. People generally consider positive testimonials and reviews as validations of personal branding, trustworthiness, authority or effectiveness as a real estate agent.
The format can be brief one-person clips or a group testimonial video which can add value to viewers. Make sure your videos are authentic, relatable, and establish a foundation of communication with the viewing public.
Case studies
Case study videos are also effective in spurring interest and connecting with your audience. Everyone loves a good story and makes your narrative more powerful especially when it is designed to educate and entertain.
As a real estate agent, you want to feature a story where you wowed a customer with your exceptional service and support, as well as determine if that approach drove clients to buy or sell their property.
Neighbourhood or community videos
A community or neighbourhood event is one of the best ways to connect with your target audience. These can be a community picnic, holiday gatherings, an upcoming property auction, a home staging, etc. Anything that you feel could help promote and advertise in the community can help in establishing your influence.
The real estate industry in review
Take advantage of providing compelling presentations and data on the state of the real estate industry in your area in the past year. This can be done like an educational feature with the aim of sharing valuable industry insights and updates.
Listing videos
You can develop a “masterlist” of listings that are available in your area, which can be very helpful for those who are out in the market looking to buy property. Studies have shown that a prospector who first discovers an item that meets their preferences get the first attention and increases the likelihood of presenting the property in your listing videos.
The videos you make does not have to be perfect and because there are a lot of tools available online that can improve or enhance your videos, do it right away. Make the most of this opportunity to get ahead of your competition.