Video marketing is taking the real estate market by storm.
And it’s safe to say that if you don’t have videos in your arsenal, you could be missing out on a pretty big segment of potential clients.
The National Association of Realtors (NAR) and Google came out with a study that found that real estate related searches have grown over 253% over 4 years, as of 2012.
Basically, a lot more people are taking to Google to do their research before they reach out to agents.
If you’re not convinced, take a look at this infographic:
Convinced? Let’s go!
Video marketing is not just about creating listing videos - while those are just as important (and we’ll talk about those in a bit), it’s only the tip of the iceberg!
Let’s break down the different types of real estate videos that you should make to take your marketing strategy to the next level:
1. Introduction Video
An introduction video is the perfect way to tell prospective clients a little bit about yourself and your experience, and also strengthen relationships with existing clients.
This video is crucial because it will not only tell new and existing clients who you are, but also what you can offer to them that other clients can’t. What can you bring to their home buying experience? Let your clients know who they will be working with, and keep the video brief, informal, and high-energy! Get them excited to be working with you, and show that you are excited and ready to work with them!
An introduction video can be placed on your RESAAS profile, real estate business website, your social media, and included in a welcome email and should include things like:
Your name and location
Your experience and areas of focus
Your hobbies and interests - but be sure that these facts contribute to how it makes you the local expert in your area!
Check out this example from REALTOR® Daniel Chip James:
2. Neighborhood Tour/Community Video
Once you have introduced yourself as a local expert, continue to strengthen that identity with neighborhood tour or community videos!
These videos should be friendly and can take an informal tone, as you show your clients the wonders and perks of the neighborhood that they are looking to buy into. What are the closest shopping amenities, or entertainment options? Is there access to green spaces or parks? What about nearby schools?
You definitely want to take the time to do you own research, as many prospective buyers spend a lot of time doing their own research on what the neighborhood is like before they even look at listings. Take the time to research these best features in your neighborhood or community and pick out the best ones that will appeal to potential clients.
The best part? Once you make a few really good, evergreen videos, you will be able to use them time and time again, and it will solidify your name as a real estate expert in that area.
Here is a video tour highlighting the different features of Pacific Heights in San Francisco, by real estate agent Beverly Barnett:
3. Listing Video
For many REALTORS®, this is the first type of video that comes to mind when discussing video marketing. But as mentioned, this is just the tip - a valuable tip - of the giant iceberg that is video marketing!
Your listing video is your opportunity to showcase the properties that you are selling to potential buyers. The current digital age means that more and more buyers are using their computers or phones to view listings. By having visual elements like a video attached to your listing, you can engage clients more and get them to the door sooner.
With listing videos, you can show off the different ‘wow’ features of the house and help prospective clients get a sense and feel of the house with your listing video. This type of video is where you can get creative: mix it up with captivating still images and video, as well as narration, to give buyers an engaging experience with your listing.
Real estate agent Sue Scott, to showcase her multi-million dollar listing, created a simple but sophisticated video to show off the wow features of her listing:
4. Informational video
You’ve built yourself a reputation as being a local area expert. But beyond that, you have a lot of knowledge and insight into the buying and selling process, and this is information that should be shared with your clients!
If you have clients that are first time homebuyers, or are looking to invest in a certain type of property, and you have expertise in those areas, create an informational video to go over the what and how of those topics! Chances are, there will be other people out there looking for information on these topics, and those Google searches can turn into leads and new clients.
These videos should be just as fun to watch as they are informational - after all, you don’t want to turn it into a lecture for your clients! Not sure how to stage an informational video? Check out this video that North Carolina REALTOR® Jessica Edwards made for first time homebuyers:
5. Testimonial Videos
Alright, so it’s pretty clear that you know that you are a real estate guru in your area and in all things real estate. But the extra credit won’t come from you; rather, it will come from your current clients. Having testimonial videos on your website and sharing them to your social media will show cold leads that you have experience and success, and it can serve as extra credentials to your name which will set you apart from other agents potential clients might be considering.
Need some inspiration? Check out this testimonial video featuring some clients of REALTOR® Greg Guinto:
In this article, we covered:
Why it is important for real estate agents to do video marketing
The top 5 videos that REALTORS® should have as part of their video marketing strategy.
Most importantly, have fun with your videos! Your professionalism and personality plays a big part in how your videos come across. Happy filming!
Rachel Wong is a Digital Content Co-op student at RESAAS. She loves coffee and beer, writing and talking, and has been the same height for pretty much ever. Check out her RESAAS profile ›