Beginner’s Guide to Real Estate Video Marketing

If you want to be successful in 2020, you’re forced to learn the basics of marketing too. Creating an average listing isn’t enough anymore, and to stand out of the competition, you need to go the extra mile.

Real estate video marketing might become that extra mile for you.

When used right, video content can help you convert lurkers into buyers, build a personal brand, and expand the audience.

What is real estate video marketing?

Real estate video marketing helps you create a visual connection with potential buyers and generate more leads. It includes various types of video content that serve to attract the audience, promote your listings, inform and educate warm contacts, and of course, encourage them to make a decision.

For each of these goals, there are various types of video you can shoot (we’ll talk about them in a second), and various platforms where you can publish and promote them.

The point is, videos are incredible sales boosters. 

And since video content creation is available to anybody with a smartphone today, those who don’t take full advantage of video, are leaving a lot of money on the table.

Use a smartphone and any timelapse app to capture the day'n'night view of the property.

Long gone are the days when you had to hire a video production company to create good-quality footage. With modern smartphone cameras, GoPros, and drones, you’ll be able to get that content by yourself. And with affordable and free video editing software, you’ll turn that footage into a shiny promo in no time.

Real estate video marketing examples

By now you may be wondering what types of videos you should be creating. 

The answer is: it depends on your marketing funnel. 

7 videos real estate agents can use in their marketing strategy:

1. Property video overview
2. Neighborhood tour (plus, interviews with the neighbors!)
3. Before and after (enhanced property listings)
4. Video Q&A about a particular listing
5. Educational videos about buying/listing property
6. Video tips for niche buyers
7. Client testimonials
8. Drone videos (those are trending right now)

Plus, you can shoot videos with other professionals involved: selling agents, buying agents, brokers, architects, inspectors – think outside of the box!

Create a video about using real estate websites (or why one shouldn't use them without the right knowledge). 

Now, while there are plenty of ideas for what types of videos you can shoot, it should also be clear that each video should serve a specific goal. 

For example, if you’re running Facebook ads, educational videos highlighting your expertise will probably be the best choice. Such videos bring a lot of value to the potential real estate customers and they aren’t salesy. You’ll be able to spark the interest, create trust, and bring the audience to your website where you’ll have a chance to convert them. 

In other words, keep your customer journey in mind and use different videos for attracting, providing value, informing, and convincing.

According to the National Association of Realtors, 39% of home buyers have viewed video content as part of their online searches and more than 55% of them reported that these videos were very helpful. 

Real estate businesses can work with explainer video production agencies to make explainer videos that showcase their properties, highlight the features and benefits of their services, and explain the process of buying or selling a home. Explainer videos can be an invaluable marketing tool, and they can help to build trust and credibility with potential clients.

 

Real Estate Video Marketing Best Practices

Less is more

That relates to the length and depth of the content. The shorter your video is, the higher are the chances they will watch it till the end and respond to your call to action.

Focus on the buyer’s value

When creating your videos, make sure to address your potential buyers’ pain points, concerns, and expectations.

Don’t sell – have a conversation 

The secret sauce of engaging content is being genuine. Show your emotions and use humor. People tend to pay attention to humans, not talking heads.

Free Video Editors for Your Real Estate Video Marketing Strategy

If you want to create your own video, there are many tools to get you started:

For quick edits on your phone: Magisto, InShot 
Free video editors for PC: VSDC, Davinci Resolve
Free video editor for Mac: iMovie, Shotcut

If the idea of editing a video on your own intimidates you, fear not. Modern video editors are incredibly intuitive, and there are plenty of tutorials on YouTube you can always check. 

Putting together a property overview promo using free video editing software for Windows, called VSDC.

Notice how the picture-in-picture effect can help you add your personal brand to the video, but that’s not all. Instead of a headshot, you can add a video of yourself talking about the property! You can also add a watermark to your video that will feature your business name.

The last piece of advice? Don’t be afraid to show your own personality and be creative. Standing out is what you should be aimed at.