From Listings to Leads: How Real Estate Video Marketing is Revolutionizing the Industry

Real estate video marketing is an engaging way to emphasize the unique features of a home, differentiate yourself from your competitors, and establish your local expertise. Well-done video content builds trust with potential clients in a way that no other advertising tool does, quickly providing a glimpse into your personality and approach to buying and selling.

Putting real estate video marketing into practice may seem daunting—but it doesn’t have to be. You can start with the basics—like a virtual tour, introduction, or quick neighborhood guide—and gradually expand to more complex themes as you get comfortable. Whatever your goals are, it’s a great time to get familiar with real estate video marketing and start creating content that directly engages your buyers.

What is real estate video marketing?

Real estate video marketing refers to videos that help promote and market properties, real estate services, and related products.

Beyond property walkthroughs and virtual tours, real estate video marketing can include drone footage, client testimonials, and educational material. Video content inspires a different kind of engagement than text or images, and many people remember information (and your brand!) better when it’s presented in a video format.

Ultimately, the goal of real estate video marketing is to generate potential buyer leads through your website, social media, email, paid ads, and other marketing.

Why real estate video marketing matters in 2023: statistics and trends you should know

Statistics

• 83% of video marketers say that video helps them generate leads (Hubspot)
• 31% of marketers are adding videos to their websites to improve SEO. Websites see a search engine boost when they add video because it increases page quality and the time visitors spend on the page. (Hubspot)
• While 91.9% of users are content to watch any type of video, 31.3% specifically want how-to videos, and another 29.8% want educational videos. (Hubspot)

The rise of real estate video marketing

These are just a few reasons why video marketing has continued to gain traction in the real estate industry.

• Improved technology: Creating and sharing videos has become easier and more affordable. It’s now possible for real estate professionals to produce high-quality videos without the need for expensive equipment or professional videographers.
• Changing consumer preferences: Consumers today seek digital content in a faster, more interactive way. Video content allows real estate professionals to meet these expectations and connect with potential buyers and sellers.
• Increased engagement: Video content has higher engagement rates when compared to text or images alone. This is because videos can convey a message quickly and visually, making it easier for viewers to understand and retain information while scrolling.
• Competitive advantage: With an increasing number of luxury real estate agents using video as a way to attract more clients, agents who fail to do so risk falling behind in a crowded market.

3 types of real estate video marketing to try

Whether you’re new to video marketing or just looking to create more content for your business, these three simple types of videos are a great place to start.

• Agent introduction videos: These videos are a great way to introduce yourself to potential clients. They should include a brief professional bio, establish your expertise, and share a personal message with the viewer. Agent introduction videos help build trust and establish personal connections between you and your potential clients.
• Property tour videos: These are the most common type of real estate video. Acting as a virtual tour, these videos give potential buyers a detailed look at a listing and highlight its layout, key features, and amenities. They can be shot with a phone or with professional equipment, depending on your budget and preferred platform for sharing.
• Neighborhood tour videos: These are a great way to give remote buyers a sense of the community and lifestyle they can expect in a new area. Your neighborhood virtual tour videos should include footage of parks, restaurants, schools, and other local attractions.

How to create a successful real estate video marketing strategy: tips and best practices

Like everything in luxury real estate, creating a successful video marketing strategy requires thoughtful planning and execution.

Define your target audience and set specific goals.

Determine the demographics, interests, and needs of the audience you’re trying to reach. With this information at hand, you can create videos that will resonate with them and more accurately measure your success.

Before filming, plan out your content and storyline.

Rather than winging it, think in advance about how you want your video to look and sound, as well as what messages you want to get across. For example, if you’re creating a video about a property or neighborhood, make a list of the unique features and benefits you want to highlight, so you can be sure to capture them all.

Optimize videos for search engines

To get your videos in front of more people, optimize them by using relevant keywords in the title, description, and meta tags. Once your videos are ready, share them across social media and your website to increase visibility. Make sure to use analytics tools to monitor views, engagement, and developing conversions.

Promoting your real estate marketing videos

There are several platforms where you can promote your real estate videos, including:

1. YouTube: YouTube is the largest video-sharing platform in the world, with more than 2 billion active users. It’s a great place to upload and promote your real estate videos, as it allows you to reach a vast audience.
2. Facebook: Facebook is the largest social media platform in the world, with over 2.8 billion active users. You can upload your real estate videos on your Facebook page or in Facebook groups to reach your target audience.
3. Instagram: Instagram is a popular social media platform, especially among millennials and Gen Z. You can upload your real estate videos on your Instagram profile or in Instagram Stories to attract potential buyers.
4. LinkedIn: LinkedIn is a professional social media platform that can help you reach potential clients and partners. You can upload your real estate videos on your LinkedIn profile or in LinkedIn groups to reach a professional audience.
5. Your websites: Having a high-quality, searchable website allows you to feature videos that align with your brand. This is a great way to personally connect with potential buyers.
6. Your email marketing: Email marketing is a great way to promote real estate videos to your list of clients and prospects.
7. Local TV: Local TV channels often have segments that focus on real estate. You can contact your local TV station and pitch your real estate videos to be featured in their segment.
8. Real estate events: Real estate events, such as home shows and property exhibitions, are great places to showcase your real estate videos to potential buyers and investors. You can create a booth or display where you can play your videos and interact with attendees.

Measuring the success of your real estate video marketing

Through social media analytics, Google Analytics, and customer relationship management (CRM) tools, you can easily track your key metrics and real estate video marketing ROI. These technologies help you measure the number of times your video has been viewed on various platforms, and the percentage of viewers who engage with your video by liking, sharing, commenting, or messaging you directly.

Metrics and tools for tracking real estate video marketing ROI

• Click-through rate (CTR) measures the percentage of viewers who click through to your website or another desired destination after watching your video.
• Conversion rate reflects the percentage of viewers who take a specific action after watching your video, such as filling out a contact form or scheduling a showing.
• Retention rate measures how long viewers watched your video. If viewers are dropping off after a few seconds, you may need to adjust the length or content of your video.
• A/B testing can provide deeper insights into this problem. A/B testing means creating two versions of your video, making changes to one version, and comparing the performance of the two against one another.
• Sales revenue measures the total revenue from leads generated through your video marketing efforts.

The analytics tools you choose will help you identify what you’re doing well (or where you’re underperforming) in the process of driving sales with video marketing. To understand your real estate video marketing ROI and make data-driven decisions about your strategy, you’ll need to track the numbers closely from day one.

Building a foundation for successful real estate video marketing

Real estate video marketing is a smart way to build your online presence, brand awareness, search engine ranking, and engagement with buyers. Buyers and sellers love to feel like they know their agent personally, and having an easily searchable and professional website provides the foundation for all your other marketing efforts.

Your website will be an essential part of your efforts to:

1. Showcase your videos. A well-designed website will provide a platform to showcase your real estate videos. Embedding your videos on your website can increase views and engagement, and encourage potential clients to take action.
2. Provide context and information. Your website provides valuable context and information about your real estate videos. You can provide more details about the properties, neighborhood, and other relevant information that complements your videos. This can help visitors get a good first impression, and feel more informed in their decision to act.
3. Optimize for SEO. A good website can be optimized for search engines, allowing your videos to rank higher in search engine results pages (SERP). This can drive more traffic to your videos and website and increase the chances of achieving your goals.
4. Optimize for mobile users. A majority of internet users access websites from their mobile devices, so a website optimized for mobile will increase the visibility and accessibility of your videos.
5. Create clear calls to action (CTAs). A good website can provide clear and compelling CTAs to encourage visitors to take the desired action after watching a video, such as scheduling a showing or contacting you for more information.

A well-designed website helps you tie together your real estate video marketing strategy and increase your opportunity to convert new leads. And while your videos will be available through social media, video-sharing platforms, and all other digital marketing channels, your website will remain the single source of truth for clients to learn more about your expertise in luxury real estate.

If you’re ready to use your website and other digital tools to reach a wider audience, generate more leads, elevate your online presence, and build a stronger brand, get in touch with Luxury Presence today.