The Benefits of Real Estate Video Marketing
Real estate video marketing is one of the most powerful tools you can use in your real estate business.
People only do business with people they know, like, trust, and remember… And video is, by far, the easiest way to stand out online, build authority in your real estate niche, and create an experience that people will never forget.
Today, I’ll show you how to use real estate videos to showcase your real estate brand, get leads, and grow your real estate business.
BENEFIT #1: SEO
If you upload your real estate videos to YouTube, you can get found in search results for years to come.
YouTube is owned by Google and it’s the second most popular search engine on the planet. In real estate, we all know how hard it is to get ranked on the first page of Google because syndication sites like Zillow, Trulia, Realtor.com, Redfin, and even your own brokerage tend to take up the entire first page…
…However, Google will often sprinkle one or two videos into the first page when it thinks that the videos are highly relevant to a person’s search – And these videos come straight from YouTube.
So the biggest benefit of posting your real estate videos to YouTube is definitely SEO. It’s pretty easy to rank your listing videos on the first page of the Google search results page – High above the syndication sites and big-box buyer portals!
BENEFIT #2: BRANDING
People only do business with people that they know, like, trust, and remember.
Video allows you to do all of these at once, very quickly, and with ease.
When people see you on camera, they get to see all of the little nuances of your personality. From there, you can build an intimate connection with that person. Down the road, when they are ready to buy or sell real estate, you are the one that they are going to remember.
BENEFIT #3: SOCIAL PROOF
Video marketing is a very powerful way to show that you are the expert in your niche.
Creating a solid library of videos is key to showcasing your knowledge, professionalism, and expertise to the masses. After people have watched a few of your videos and have truly seen how much knowledge you have about your particular niche, there will be no doubt in regards to the breadth of your knowledge.
A good real estate agent can tell people how much they know, but a great real estate agent can also demonstrate it. Scale your time and demonstrate your knowledge with video.
Using Video For Real Estate Lead Generation
Here are the types of leads that you can get using a strong real estate video marketing strategy:
- Local homeowners looking to sell
- Local Buyers looking for homes in your area
- Out of town Realtors® looking for referral agents in your area
- Out of town buyers looking for homes in your area
- Past clients who keep up with you online
- New clients who discover your YouTube Channel
The Best Real Estate Videos
#1 VIDEO BLOGS
If you’re not a fan of writing, video blogging is perfect for you. Just shoot a quick video, then have it transcribed, then upload the transcription to your blog. Companies like Temi.com will transcribe your videos on the cheap!
#2 SCREEN CAPTURE VIDEO
If you’re afraid to get in front of the camera, screen capture video is perfect for you. Just create a set of slides on Powerpoint, Keynote, or Canva. Then record your voice as you speak about each slide.
#3 REAL ESTATE MARKET VIDEO
Homeowners always want to know how much their homes are worth when they are thinking about putting their house on the market. So give them what they want! Record a quick market update every week or every month explaining how the market is doing and why. It’s a great way to showcase your market knowledge and provide great value
#4 PROPERTY TOURS
Every listing that you take should have a property tour video included.
Not only will this make your seller happy, but it’s a great way to get to the top of the Google search results. Again, Google owns YouTube, so these videos will be imported into the search results whenever Google thinks that it’s relevant to do so – making it the quickest way to outrank Zillow and Trulia in search!
Client testimonials are powerful social proof, but they are even more effective when done with video. Once the video is edited and uploaded to YouTube, take portions of the video and syndicate them on your website, social media, and any ads that you’re running.
#6 ABOUT ME VIDEO
Connect instantly with people who find you online. Upload an “About Me” video that showcases who you are, what you do, where your niche is, and how you serve it.
It will provide instant rapport with potential clients and allow you to stand out among a sea of faceless websites. You can also create videos for members of your team as well.
#7 COMMUNITY AND NEIGHBORHOOD VIDEOS
Take a video of your community as you walk around town.
If you want to get really high-tech, you can attach a GoPro to the hood of your car and drive around your neighborhood. Buyers want to know everything about a community before they relocate, so make it easy for them.
You can upload this video to your YouTube Channel in order to boost your local rankings. But you can also upload it to all of your neighborhood pages as well!
#8 VIDEO EMAIL
This is a great way to send a personalized note to someone on a special occasion. Record a video of you saying “Happy Birthday,” “Merry Christmas,” or “Congratulations.” Then send the video to any of your clients on their birthdays, holidays, or life events! It will make them feel special and keep you top of mind.
#9 FREQUENTLY ASKED QUESTIONS
Whenever someone asks you a question, write it down. You can use the notepad feature on your phone or an app like Evernote. Chances are, if one person wants to know the answer to your question, other people do too!
Once your list gets to 5-10 questions, take a couple minutes and answer them all on camera, one-by-one. The videos only have to be 2 minutes long and you can wear the same clothes. What’s important is that you answer all of the questions thoroughly.
Once they’re uploaded to YouTube, they can also be found by other people who happen to search online for the same thing.
Real Estate Video Marketing Tips
#1 ONLY FILM AT HOMES THAT SHOW WELL
A real estate video is similar to a private showing – If the house doesn’t fare well in person, it’s probably not going to fare well on camera either.
So make sure that the house is stunning. Preferably, it should be staged, have beautiful wall colors, and some great selling features.
#2 HIRE AN (AFFORDABLE) VIDEOGRAPHER
A pro will showcase you (and your listing) in the best light…. Literally.
One of the best ways to make a listing video more beautiful is to hire a professional who knows how to film. Now, this doesn’t mean that you need to spend thousands of dollars on videography, but it does mean that you need to find someone who’s a professional and knows what they are doing.
Search Instagram, Craigslist, and your local colleges for up-and-coming videographers who are looking for steady income and a strong referral base of new clients. Negotiate a deal and ask them to shoot your videos in exchange for massive marketing exposure and more referrals. #winwin
#3 WRITE YOUR OWN SCRIPTS
If you’re already writing your own listing descriptions, then scripting your videos should be a piece of cake.
Just be sure to focus on the property’s selling points. Always remember that viewers only watch and share videos that they find interesting – So make sure that each video has share-worthy content!
#4 KEEP YOUR VIDEOS SHORT AND SWEET
The number one thing that you can get from someone online is their attention.
We now live in a society where the most valuable currency of all is attention. So if you want someone to pay attention to what you have to say, keep your message short and sweet – 60 seconds or less!
#5 SKIP THE (CHEESY) INTRO
A 5-second intro is an absolute eternity on the internet. You’ll lose people’s attention immediately and ultimately sacrifice your video’s engagement.
So don’t do it. Skip the intro, get right to the point, and start the video off with you in the house talking about its selling points.
#6 TELL A COHESIVE STORY
There’s an old adage that says, “facts tell, stories sell.” This couldn’t be truer.
If you really want to captivate your audience, make sure that you are telling a story about the listing, not just the facts. The easiest way to ensure that you’re doing this is to focus on features, as opposed to benefits.
Here’s an example:
- Feature: The new Tesla can go from 0 to 60 in 2.8 seconds.
- Benefit: The new Tesla accelerates faster than any other car on the road – including a Porsche, Lamborghini, Maserati, or Ferrari.
Do you see the difference?
Features are interesting facts, but benefits will allow you to tell the story that needs to be told.
The benefits can allow a car salesman to help a shopper to envision themselves at a stoplight, sitting in the fastest car on the planet, along with all of the prestige that goes with it, outpacing the competition on the road, all at a fraction of the cost of the other well-known sports cars.
#7 END WITH A STRONG CALL TO ACTION
Your videographer can do this in a snap! Just have her create a slide at the end of the video that asks people to call you for a private showing. Include all of the ways that viewers can contact you, including your name, cell phone, website, and address.
#8 UPLOAD YOUR VIDEO TO YOUR FACEBOOK PAGE
Facebook has now become a key marketing platform for real estate agents. If you’re not already leveraging the power of Facebook, you can read about Facebook for real estate agents right here!
Facebook has already stated that it will be focusing more on video than any other post types moving forward in the future. So be sure that your video game is strong. Upload all of your listing videos to your Facebook business page and don’t forget to share that post on your personal page for even more engagement and exposure!
#9 OPTIMIZE YOUR VIDEO FOR YOUTUBE
Uploading your videos to YouTube is a no-brainer. But in order to get your videos found on YouTube and get them to rank on the first page of Google, they need to be optimized. So make sure that your video SEO game is on point as well!
Agents Who’ve Mastered Real Estate Video
These real estate agents are doing real estate videos right. Not only are they using it to promote their businesses, they’re also using it as a way to connect deeply with their audiences and provide unparalleled insight into their brands.
Most of them have built a massive following because of their videos. And their audiences hang onto their every word. If you’re looking for inspiration, here are the real estate YouTube channels you should definitely be following!