If you’re not using video to connect with potential homebuyers, you’re missing an increasingly large chunk of your potential clients. Research reveals it’s become an important part of the shopping process for an ever-increasing percentage of homebuyers. And, increasingly, those videos are consumed on mobile devices.
Just how important is video? It’s estimated as much as 85 percent of homebuyers and sellers look to work with a real estate agent who uses video to market their listings. Kathryn Royster, a blogger for inman.com, reports that homes listed with video get four times as many inquiries than homes with no video listings.
Clearly, video has become an important…or, shall I say, indispensable…tool for you, the agent, in today’s real estate market.
It’s important to understand, too, that how homebuyers use video has changed. Instead of merely sitting at home, at their very stationary desktop computer (if they even still have one), consumers are engaging with video more and more on mobile devices: tablets and cell phones. And, of course, they could be viewing your videos virtually anywhere…even in the driveway of one of your listings!
Get your viewers attention, fast.
Because homebuyers can access your videos anywhere at any time, it’s more important than ever to grab their attention quickly…and keep them engaged. As easy as it is for them to play your video, it’s just as easy for them to bounce away to other content.
Keep your videos clear and concise
The length of your video is an important factor. With mobile access, your viewer could be in any number of settings, faced with a variety of distractions. Two minutes of engaging video will do more to hold their attention than longer, more detailed content. Give them the highlights, as well as ways to get more detailed information. Of course, you want them to contact you to get more information and hopefully see your listing in person, so make sure you can be reached with the press of a thumb.
Make it easy to share your content
It’s never been easier for us to share information with friends and family. Make it easy for your viewer to share your content with others through Facebook, Twitter, email and more. The more views a listing video gets, the better!
To keep up with the fast pace that today’s mobile world has fostered, be sure to learn how best to utilize mobile video capabilities yourself. Never before have you been able to almost immediately spread the word about your brand new listing, complete with a listing video of the property! Today’s cell phones make it possible to produce a fairly high quality video quickly.
If you haven’t embraced the power of mobile video yet, what are you waiting for? Your buyers and sellers will love you for it!
By now, we in the real estate industry are aware, or should be, how important video marketing is to our arsenal. It is no surprise that companies are popping up everywhere that do what we do in terms of scalable video content that is easy to integrate. It is an exciting time to be working in video, but even more so to be working in real estate-so naturally, combining the two can be even more fun.
Most of us though get a little lost in the closings, the open houses, the contracts, the offers, managing clients, managing agents, managing assistants, and OH, don’t forget about video. If you have video on your site, chances are, it can be improved and if it can’t, then maybe your strategy can.
At VScreen, we spend most of our time strategizing and assisting and educating in best practices for implementation than we do in shooting the video or editing. Today I wanted to give you four quick things that could help in seeing ROI with your next video.
Share-ability – We all have seen a video that someone has shared on social media and seen them take off and go viral. The level of exposure these can attain is mind boggling, but creating the right content, knowing your consumer and being original will all help in getting those coveted shares and re-tweets on social media-but at the end of the day, creating your videos just in the chance they will go viral shouldn’t be your motive. Every share matters and every like or comment counts, so create the content with your following in mind.
Traffic Redirect – It is widely thought that embedding the video into a blog post, a social media site, or the like will give you the best click through. While it helps, another method is to post the thumbnail with the play symbol on top of the image so the user can click through and go to your landing page or website. An easy way to do this with the least amount of frustration is to open the video, and when it is paused, take a screenshot. This will usually give you a play symbol on top of the image. Another easy way is to go to www.Giikers.com/iwc and use their tool for adding the play symbol, with multiple styles to choose from. Redirecting the traffic back to your website will enhance your web traffic and help keep the user in an environment that is your own and with your content.
Lean towards your strengths and uniquenesses – We are all inspired by other videos or even brands. Apple is one of my favorites and so is Nike and we all have heard of Amazon. But, being your unique brand is what made all of those so great. If you’ve seen a video you like, that is great-be inspired, but don’t imitate it. What sets those companies apart in brand uniqueness, won’t work for you just like your strengths won’t necessarily be theirs. Have your clients come together and tell your brand story and why they like your company. Piece those interviews together for one cohesive 90 second clip.
“How to” videos are the jam – If Michael Jordan was to create a library of 20 videos and show us all how to jump like him, shoot like him, dunk like him, and so on, we would buy them if we had an interest in basketball. Instead of sending your clients listing videos or newsletters, what if you incorporated a “How to” or explainer video on increasing curb appeal? 1-2 minute videos solving a problem or answering a question can go a long way with your database of clients as well as will help keep you top of mind when their home is about go for sale.
Creating engaging video content that people not only press play but also interact with is the top goal of every real estate marketing professional. Whether you’re creating videos for your listings or introducing buyers to the local market, you want prospective clients watch, share, comment, and contact you to learn more. When it comes to understanding how well your video content is performing there are several metrics worth paying attention to.
Video views are really only useful in the context of understanding how many times your video content is being exposed to viewers. Video views as a lone metric doesn’t give you a clear view of the full picture of how people interact with and use your video content
Understand your average watch rate can help you clarify your video marketing message.
Watch length, also known as dwell time, is one of the foundational video marketing metrics because it helps you gain a better understanding of your videos’ ability to capture and hold the attention of your audience.
Keeping in mind that viewers are objective in their search process. They are looking for specific information that your video content must provide. When your video watch rate is low, it’s usually an indication that viewers have decided your video as unable to provide them with the information they need. Videos with high average watch rates are on par with the information viewers are looking for.
To improve poor watch rates the first thing you may want try is making sure your video content is consistent with and related to the other content on your page or website. This is important because it will ensure the relevancy of your video content in relation to the audiences’ search for the content.
If you’re seeing dwell times of six seconds or less try improving your content by grabbing the viewer’s attention early on by using more relevant keywords as you “breadcrumb” your viewer into the fuller parts of your videos’ message.
Make your content engaging and concise in order to keep the viewer glued to your video, instead of clicking out. Remember, in most cases, two minutes is about the maximum length you want to go. Also, remember the importance of branding in all of your content, so the viewer remembers you, and views you as an authoritative source of help.
The importance of high watch rates was established in a recent survey by TubeMogul, an online video advertising network. It found that more people remember online video content when they watch the whole thing.
Getting people to do more than just watch your video.
While its good that viewers stick around for most or all of your video marketing content, it’s even more important that they take action.
Shares are a very good indication that the viewer found your video content valuable. When viewers comment on your videos they’re opening the floor to conversation and providing your with the opportunity to learn more about what matters to them.
Keeping track of the share and comments of your video content can help you discover connections between what type of content your viewers benefit from the most and how you can tailor your video marketing content.
Your chances of making a lasting impression…and winning new clients…improve as you continually measure your video marketing content’s effectiveness through dwell time, completed views and interactions.
Since the dawn of advertising, brand awareness has been the goal of every business. The most successful branding campaigns have turned product names into household words. And in many cases, they spent a small…or not so small…fortune. The good news is you can spend comparatively little to create effective brand awareness for your real estate business.
To build and maintain brand awareness, you have to create compelling video content. Whether a potential buyer has just stumbled upon your marketing video or listing video, or it’s someone who already knows you and wants to see what homes you may be offering, it’s important to keep their attention. If you haven’t grabbed their attention in the first few seconds, they’re not likely to keep watching and they’re also not likely to remember your name or your brand.
Your brand should be front and center…obvious but not intrusive…in your video. Your name, or the name of your sales team or brokerage, as well as your contact information, should be accessible. Strive for consistency in each video, as well. As your viewers watch more of your videos, they’ll recognize the placement of logos and other graphics, and associate it with you.
Beyond awareness, your videos should promote brand recall. More than just awareness, brand recall suggests that you and your business are top-of-mind. Or, as we used to say, you’re a “household name.” When the topic of real estate comes up, you want as many as possible to immediately recall your name, or the name of your business.
In addition to proper branding of your videos, one of the most effective ways to build brand recall is to make sure your video content is compelling to the viewer. One of the best ways to determine the effectiveness of your videos is by constantly assessing how many viewers are watching your videos in their entirety, and interacting by either sharing with others or responding in some way to your call of action.
When homebuyers are both aware of and recall your real estate brand, it generates interest. Usually, that results in the homebuyer making contact with you and developing a working relationship as you assist them in buying or selling a home.