Video isn’t new, but the way consumers use it is.
More people are watching, learning and making buying decisions through video than ever before. And that shift matters to your real estate marketing strategy. A recent study from eMarketer and ExactTarget shows just how big these audiences are across social, mobile and video platforms. If you're not using video to connect with buyers and sellers, you're missing a major opportunity.
You know where your audience is. Now it’s time to meet them there.
Your real estate marketing strategy probably covers the essentials — your website, LinkedIn, listing sites like Realtor.com, Trulia and Zillow, and social platforms like Facebook. But if you want to stand out and stay ahead, it’s time to hit record and get on YouTube. A billion people visit the platform every month, and there are a billion daily views on mobile alone. That’s a massive opportunity to connect with buyers and sellers where they already spend their time.
Consumers are 73% more likely to list their home with an agent that uses video.*
Video is quickly becoming the default language of the web. YouTube predicted it years ago — 90% of all web traffic will soon be video. Buyers already expect to see more than just photos or blog posts. They want video. And they want agents who know how to use it to market themselves and their listings.
In real estate, we see three key types of video:
- Listing videos: You’re probably already creating these for home tours or neighborhood highlights. This isn’t a nice-to-have anymore. It’s expected.
- Brand-building videos: These showcase your personality and expertise. Take a page from North Carolina agent Jessica Edwards, who’s been building her brand on YouTube for years.
- Educational videos for agents: There’s a wealth of content out there from industry leaders and peers. Platforms like BiggerPockets and ActiveRain offer tips, strategies and insights to help you grow your business.
If you’re not using video as part of your digital strategy, you’re leaving a powerful tool on the table.
*Source: National Association of Realtors (NAR) via InMan News.
Getting started with video is easier — and more affordable — than you think
Worried about gear or editing? Don’t be. You don’t need a studio setup to make an impact. There’s plenty of practical advice out there (and yes, video tutorials) to help you hit the ground running. Check out this Google Hangout interview with veteran video blogger Bob Sokoler for simple equipment tips and ideas to get started.
Hot tip: Bob suggests the GoPro Hero2 or Hero3 and decent audio equipment. You could be set up and ready to upload your first video for an investment of $750 or less.
There’s never been a better time to start using video
Back in early 2013, over half of the US population was already watching video online and that number keeps climbing. Mobile viewership is rising even faster. Buyers and sellers are searching on the go, and video is one of the best ways to capture their attention. If you want to stand out and stay relevant, now’s the time to make video part of your marketing strategy.
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