Now more than ever, real estate professionals understand the value of using video in their marketing.
The pandemic has catapulted the use of video by agents. Before March 2020, about one in 10 agents used video to sell a home. But, according to the National Association of Realtors, since April 2020, that number spiked to nearly one in five agents.
Yet, real estate agents still struggle to find an audience for most of the video content they create. For example, the typical virtual video tour of a home rarely generates many views. As a result, real estate as an industry overall lags in using video compared to other sectors.
According to video research collected by HubSpot:
— 64% of businesses said in the last 12 months, a video on Facebook resulted in a new client. (Animoto, 2020)
— 83% of video marketers say video has helped them generate leads. (Wyzowl, 2020)
— 84% of people say they’ve been convinced to buy a product or service by watching a brand’s video. (Wyzowl, 2020)
— People are 1.5x more likely to watch video daily on a smartphone than on a computer. (Facebook, 2020)
— 93% of brands got a new customer because of a video on social media. (Animoto, 2019)
— 88% of video marketers say they planned to use YouTube in 2020. (Wyzowl. 2020)
— People are twice as likely to share video content with their friends than any other type of content. (Wyzowl, 2019)
— Over 2 billion logged-in users visit YouTube each month, and it is now the fourth-largest social network (YouTube, 2020)
Understanding the power of video isn’t the problem for most real estate professionals.
Instead, the challenge is what content can you create that prospective clients will watch?
Ask a digital native
How can agents create more popular videos? A good start is to look at digital natives: our kids who have grown up, first clutching a tablet in their hands.
Technology has surrounded our children their entire lives. Millennials and Gen Z are huge consumers of video content. Research tells us they like video – a lot. Statista reports that YouTube was the top social media platform among U.S. Gen Z and Millennial internet users in 2019, regardless of gender.
What kind of video do kids watch? According to researchers, the most-watched type of videos are explainers, demos, how-tos, and testimonials.
Lessons for real estate
The most common real estate videos? Home tours. The problem with home tours is that they have a very highly limited appeal.
Think about it. How many homes are sold in your market in a typical year? Compare that number to your local population. A video touring a single home doesn’t appeal to a large population. So it shouldn’t be a mystery that the home tour on YouTube only has a couple of dozen views, at best.
Kids watch videos that a lot of other kids watch. So, ask yourself this question, “What kind of videos can I create that appeals to a large audience?”
1 – Explainer videos
Some of the most popular videos our kids watch are videos that explain something to them – whether it’s something they didn’t quite understand in school or something they want to try to do themselves.
As a local real estate pro, you are in a perfect position – as the local expert – to create explainer videos that appeal to many people. Think Top 5 lists (local restaurants, stores, parks, and more), tours of local neighborhoods, insight into your local schools, and features on seasonal events in your area from festivals to parades.
You also can leverage your expertise with explainer videos that help people understand real estate. For example, create videos about the buying and selling process or the difference between an inspection and an appraisal. Or perhaps a video about the value of a home warranty or what to expect at the closing. Again, you have a lot of knowledge that you might assume others know, but they don’t, so share it.
2 – Testimonial videos
There’s a reason why companies hire YouTube Influencers to promote their brands: because it works.
Research tells us that “me” marketing in real estate doesn’t work. Videos are much more effective and popular when they are not about you and your achievements but your clients and the experience you gave them.
Few videos are more powerful and persuasive than unscripted testimonials. No one can sell you better to others than a happy client, not even you.
3 – How-to videos
Kids learn from video. When they want to learn how to fix something broken, the first step many will take is to search YouTube for a step-by-step video.
How can you apply this to real estate? A video about how to sell real estate, focusing on all the steps you take, as an agent, to sell their home. When someone realizes all the things their agent does for them, they recognize the actual value of your commission. A video showcasing many things you do that are rarely seen can give prospective clients insight into you, your process, and your worth.
4 – Demo videos
Kids love to watch other kids play video games they love. Unfortunately, it can be challenging for adults to understand this addiction. But when you think about it, this game-playing is one long demo, often showing shortcuts or hacks that an expert player uncovers throughout their game-playing.
Flip this for real estate, and a demo video can be a great way to showcase different aspects of your process. For example, staging a home may be part of your standard listing process. But sellers might not fully understand or appreciate the value of this service. Creating a video that demos the staging process from a previous listing – going from an empty room to selecting the items, furniture location, color scheme, and then showing the impact of a finished product – can eliminate any seller apprehension.
A demo video also can be used to showcase one or more of your partners – such as a title company, your closing agent, or your mortgage partners. Again, peeling back the curtain gives more transparency to what happens behind the scenes by showing someone each process, which helps position you as the trusted source of real estate knowledge.
Remember that kids watch a lot of videos that relate to their offline interests. They might have a passion for music or a penchant for baseball. Watching others do things hands-on is one of the most powerful ways to learn.
Using video to showcase what you love – your community and all that it offers – will appeal to many potential clients. And your Tech Helpline can answer your tech questions or troubleshoot tech issues. Call, email, or chat with us. We’re here to help you.