If you’re a real estate agent who wants to generate leads, then take a serious look at online content marketing.
(This should be all of you. Right?)
Of course, don’t ditch your tried-and-true sales methods.
They’re your bread and butter.
But online content will let you tap into an untouched resource that most agents simply ignore:
These are people (predominantly within a younger demographic) who use Google to conduct their research. Especially when it comes to searching for a home.
92% of home buyers search online.
So if they want to learn, you should be there to teach.
It won’t be easy.
The benefits won’t be immediate or obvious.
However, this can be a huge long term win if you’re willing to give online content an earnest effort (ie., several months).
And video, in particular, is a vital aspect of an online content strategy.
Why is online video marketing important for real estate agents?
For real estate agents, video content is a major piece of the online marketing puzzle.
Make no mistake about this.
YouTube is the second largest search engine, generating visits from over one billion unique users per month. And Cisco predicts that by 2019, video traffic will comprise 80% of all consumer internet traffic.
Real estate agents simply can’t afford to ignore these facts.
...And yet they are.
According to the National Association of Realtors (NAR), 73% of homeowners are more likely to list with a Realtor who provides video - which makes sense.
But only 14% of agents even bother to create listing videos!
Online video marketing provides an opportunity for real estate agents to make a name for themselves.
It can be used to increase brand awareness, generate leads as well as appeal to a younger demographic of homebuyers. What’s more, online video will drastically improve your Search Engine Optimization (SEO) and provide a more engaging way to engage with prospective clients.
But what exactly is “online video content”?
For most real estate agents, the first thing that comes to mind when I say “online video content” would be the aforementioned listing video.
It’s a timeless classic.
(And no, slideshows with music don’t count as online video content...but nice try.)
A basic, no-frills listing video can be filmed with a smartphone. But you can also take it a step further with aerial drones or a student / professional film crew. The more you commit, the higher the reward will be.
But online content can take a wide variety of forms, however, and not just listing videos.
And this is where the real opportunity exists.
Here are a few ideas:
- Neighbourhood tours are a great way to establish your authority over a certain area.
- Instructional videos can position you as an authority for first-time homebuyers to learn from.
- Video testimonials can do wonders for earning the trust of potential clients.
- Market analysis videos can provide a way for those data-driven home shoppers to find you.
- An Introduction video can make you seem more personal in a world of computer screens and online profiles.
- Virtual tours are a great way to attract out of town home shoppers, while also proving to be innovative and tech-savvy.
The more creative you can get, the more separation you’ll achieve.
What are some good examples of online video?
Some real estate agents out there have nailed it.
Here are three agents in particular:
Leigh Brown is a Realtor from North Carolina who regularly publishes YouTube videos that express her unique personality and opinions.
And they’re downright hilarious:
Another one is Jessica Riffle Edwards.
She’s really made a name for herself with brief car videos that discuss a wide range of topics, much like Leigh.
They’re both from North Carolina...but that doesn’t mean you need a catchy accent to find success.
The third agent I’d like to point out is Christophe Choo.
He has some a superb job, and has established his knowledge of Beverly Hills through his trademark dashboard neighbourhood tours:
So get creative!
You can see that it doesn’t take much to get started with online video.
All you need to do is hit record.
Braden O'Neill is the Community Manager at RESAAS. He loves to read books that make him sound smart, go snowboarding with people who are better than him, and watch Liverpool FC. Check out his RESAAS profile ›