In 2024, 89% of consumers confirm they want to see more videos from brands, and with the increased popularity of TikTok and Reels, 75% of viewers watch short-form video content on mobile devices… so why are you still not using video!?
Future Interiors really leveraged video when we created their website and it has completely differentiated their brand and also represented their vibe and value.
There are so many different types of video that estate agents can use to help you generate more leads:
Property tours
Whether you use detailed videos for your website or short reels for your social media channels, prospects, followers and clients can get an immersive experience and comprehensive view of the property, almost as if they were there looking around and getting a feel for size and layout. With many people generally preferring to begin their property research online this is a great opportunity for estate agents. Videos allow agents to strategically highlight the property’s best features and tell the story about the property that buyers otherwise might not read.
Agent introductions
Person-to-person marketing is so important to take prospects from a lead to a conversion.
An introduction video to show who you are emailing or speaking to over the phone can put a face to the brand. People like to work with people they feel they get along with and can connect with. Show off your personality and why you love what you do and this can show clients you are dependable and passionate, therefore wanting to help them with their needs.
Client testimonials
Testimonials are magic for proof of your skills and boosting trust and credibility. Video testimonials offer genuine accounts from actual clients that are far more persuasive than written reviews. Emotion often can capture emotions in a way that text cannot.
Community videos
Real estate is often a game played locally. The community and neighbourhood are often a huge factor in the final decision-maker for people looking for a property. Showcase through video the local amenities, and attractions. This shows that your estate agency is dedicated to giving the best customer experience and service, going above and beyond to sell your properties.
Home seller tips
Tips and valuable information help to establish you as an expert in your local area and market. Combined with video these home seller tips can really provide value for your business. Rather than just providing listings, tips, and other information provide more ways for prospects to find you. This can also help to differentiate you from competitors.
First-time home buyer tips
As a first-time home buyer, you may need more support and guidance compared to someone who has been through the process before. It can seem really daunting! By finding a visual guide such as a video series from an established estate agent sharing tips, advice, and information on the process, the first-time buyer is more likely to trust you as they know what your process is like. They may feel like you understand the feeling and therefore will be patient and understanding which is perfect for someone who is doubting themselves or confused about the whole process.
Benefits of video
Videos are highly shareable on social media platforms. In fact, Instagram Reels generate Twice as much reach on Instagram compared to other post types! So along with increased reach, what are the other benefits of video for estate agents?
Property Showcases
Videos are the best way of providing a realistic view of a property. When a buyer knows what they are looking for and can find this online through social media or your website, you can reduce the time that is spent on unnecessary viewings. These properties can be shown through virtual tours, drone footage, and shorter reels. This is a more immersive way of viewing the property and enables the viewer to imagine themselves in the home!
Increased engagement
As we have already mentioned video generates more reach and ultimately performs better on platforms compared to text and images. More exposure leads to increased chances of connecting with potential buyers and sellers.
Personalisation: improves user experience
Several forms of videos personalise your user’s experience. With neighbourhood overviews, personalised market updates, and property tours customised for the buyer and their requirements, your estate agent company can help build a stronger emotional connection, improve customer experience, and encourage customer loyalty.
Improves SEO
Many people don’t know that Google’s algorithms are increasingly prioritising websites with video content. So by incorporating video into your website and social channels, you can improve your SEO rankings and online visibility. To boost this look at optimising your video titles, descriptions, and tags with relevant keywords.
7 Tips for getting started with video content
Getting started with video content can be daunting. It can be difficult to know what to post when to post, and how to create videos for the first time. So, where do you start?
- Define your goals and audience: Defining your goals and your target audience is the best first step in any marketing strategy. You want to be able to create content with a purpose. By researching what your goals are you can shape your content to ensure it resonates with potential buyers and sellers.
- Plan your content: After deciding on your goals and audience, decide on the type of content you want to post and how this fits into your strategy. Start with a content calendar and use this to organise your ideas into time for filming editing and publishing.
- Finding the right tools: When starting, you don’t need to spend loads of money on equipment. It is essential to have a camera, microphone, and good lighting with any video editing software.
- Film your first video: Start simple and just get your videos out there! Start simple with equipment you know how to use, and topics you knot a lot about! These can be short reels to begin with. Remember to consider lighting, framing and sound quality.
- Optimise your content: As your content grows, you can begin optimising it for search engine optimisation and social media optimisation. For Instagram and TikTok focus on short vertical videos.
- Try to post consistently: There are a lot of different theories behind how long it takes to form a habit. It may take some people a few days and some people months. But posting regularly and getting into this habit is important. Regularly sharing this content keeps your brand visible in the minds of your audience. The more often they see your brand, the more familiar they become with it.
- Analyse: Go back and review your videos. Which videos performed better and how can you improve those which didn’t perform as well? Don’t be scared to try new things and evolve your videos!
Conclusion
Video marketing is no longer something new for businesses to try. It’s a necessity especially for estate agents if they want to remain competitive. It provides an immersive experience and engages potential clients on a deeper level. And as we mentioned before, it doesn’t have to begin with high costs and take lots of time. Your content can evolve as you grow. Try out our tips and let us know how you got on!