According to HubSpot research, 66% of respondents have watched video content to learn about a brand in 2022. Another study by We Are Social and Hootsuite revealed that 92.6% of Internet users worldwide watch videos every week .
In addition to providing the type of content your audience consumes, creating real estate videos helps your audience get a more accurate idea of the size of the house, the layout of the rooms, and of course, your personality, making users connect with you better.
Are you sure? Well, now let's see what kind of videos you can create and some tips to get the best results.
5 types of interesting real estate videos
In real estate marketing , creating a diverse content is an essential part of giving your audience a great experience. Of course, the same goes for real estate video marketing.
So here are some types of content to keep in mind when you're posting a real estate ad , creating content for social media, your website, or a newsletter.
House tours
House tours are very useful for a real estate agency for two reasons. On the one hand, when added to a real estate portal, this visual resource helps to get potential buyers to request a visit and go see the property in person. On the other hand, it is a means of showing the property to foreigners interested in buying it, even from a distance.
They can be done in different formats: live or with a pre-recorded real estate video, extensive and detailed content or a short one, showing only the size of the property and the layout of the rooms. Even both, for different media!
The important thing is to highlight the qualities of the property and show the features that may attract potential buyers.
Questions and Answers
This type of real estate video is very useful both to get your audience interested in your content and to get informed, and to get closer to your followers.
You can select the most frequently asked questions from your customers in emails or even broadcast it so your audience can ask questions live and interact with you.
Tips and tricks
Do you know any insider information or tricks that only a real estate professional knows? They can be turned into very interesting content to share with your followers.
You can talk about the documents needed to sell or buy a property, yields, market movements, what to look for in a property, how to increase your chances of getting approved for a mortgage loan, and anything else you can think of.
The idea is that with your knowledge you can make your audience feel more confident when it comes to buying, more prepared and more informed. It also strengthens the interaction between you and your followers, as well as your professional image .
Customer reviews
With customer reviews, you can show your audience that you are a reliable person and that they can trust you as a real estate agent. They basically act as social proof of the quality of your work .
The hard part is getting your clients to overcome their fear of being in front of the camera. Once they are convinced, you can let them record their own videos, so they will feel more comfortable with what they are going to say, and you can even help them record, so that the quality meets your expectations.
Having your clients participate in your real estate video adds a touch of reality and credibility, as they won't just be a name in your content, but will have a voice and a face.
When this content is visible, share it across all your media outlets.
Social media ads
Do you want to reach more people, increase your audience and get more potential clients ? Social media advertising is very useful, especially if it is a real estate video.
Remember that you need to speak to the needs and concerns of your target audience. And if you're going to show them a property, choose one that suits the clients who will be impacted by this content. Also, talk about the reasons why you're the best option for them, along with a call-to-action for them to fill out a form or contact you.
Practical tips for working with real estate videos
Keep it short!
Your audience has their obligations, just like you. Therefore, you have to keep in mind that their free time is limited and they have to make the most of it.
Recalling the research conducted for HubSpot, 16% of the participants chinese overseas british database interviewed said they preferred to watch videos of up to 1 minute, 36% from 1 to 3 minutes, and another 27% opted for videos of 4 to 6 minutes.
In your real estate videos, provide useful and direct information, the type of content that users look for when browsing social media, emails or looking for entertainment.
Take care of the quality of your real estate video
Poorly curated content can scare away your audience and give the impression that the work is being done unprofessionally. About 64% of HubSpot respondents said that production quality matters when choosing a video .
So, when you're recording, make sure the lighting and audio are adequate. As for audio, watch out for external noises that could affect your video, places with echo, or, if you're wearing a microphone, make sure it doesn't rub against your clothes. As for the setting, take care of the lighting so that the houses in your portfolio look well lit and make a good impression.
Highlight the first seconds
Did you know that Microsoft conducted a study and found that the attention span of an American adult was 8 seconds? The results of this study cannot be used as a reference for all countries, but they have made marketing professionals think, especially when AdAge confirmed it. What's more, on social networks these figures are much lower!
In 2015, AdAge conducted a study that showed that if you don't get your audience hooked on your video before the 30-second mark , you'll likely lose 33% of your followers and 45% before you reach the first minute.
However, despite these issues, real estate videos are a good idea. Video increases ROI , but a 2021 study reveals that 78% of marketers experienced an increase in website traffic after adding videos.
In other words, to get your audience to stick with your content and generate positive results, you have to make those first few seconds unforgettable. Make a statement that impacts, use a call-to-action, put up striking images, anything that will capture your audience's attention and make them want to keep watching .
Include subtitles in your real estate videos
The reality is that most users watch videos without sound, especially when they are in public spaces. On Facebook, 85% of users watch videos on mute and Forbes states that 80% of consumers will watch an entire video when it is captioned .
