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.
As a successful real estate agent has a lot of knowledge, experience and wisdom about home buying and selling. Naturally, you want to share that wealth with your clients and prospective clients.
Advice videos are a relatively easy way to reach your audience of homebuyers: they can…OK should…be relatively short, and there’s no need for a lot of fancy production.
That makes it easy to produce timely advice videos. You may want to update potential buyers on an impending interest rate hike, or share updated market information such as the inventory of homes available. A quick, two minute (or so) video starring you will help position you as an expert in your field.
Other options include having a regular series of evergreen videos…with content that is more or less timeless. One might feature strategies for saving for a home purchase.
Another could be advice for first-time buyers. A third might be tips for staging a home for sale. Create regular viewership by publishing a new video every Monday featuring important new market information for your viewers.
Just as with other types of videos you produce, branding is important. Your name and logo, as well as phone number and email address, should be plainly seen and linked.
Also, be sure to cross-promote your advice videos, so the viewer is aware you have other information to share.
Youtube, as always, is a great place for exposure. Remember to use keywords related to your video’s topic to reach your intended audience. Like listing videos, advice pieces are good, sharable videos to post on Facebook and other social media outlets.
Offer a call to action in the form of more information, or personal help related to the subject of your video. You might offer a tip sheet for first-time homebuyers, or the latest details on interest rates to viewers who respond. This moves you another step closer to establishing trust with your potential client.
Don’t forget past clients, as well. Just as you might add them to a newsletter list, remember to share your video content with them. They might just be ready to sell their current home and buy another…or at least know someone who is.
Planning a regular schedule of advice videos will help establish you as a real estate expert, and help you fill that ever-important funnel with lots of prospective homebuyers!
It’s estimated that up to 75 percent of all internet traffic will be video content by 2017. So…subtle hint here…well-produced video presentations of your listings could be worth their weight in gold. If you could weigh a video. So with all the competition to get your buyers attention, how can you make your listing video stand out?
Be sure you’re selling the features of the home.
If it’s a lake property, an outside view of the lakefront and the scene from the deck overlooking the water will help convey the advantages of the location. Drone video can be especially effective in showing off the outside space, giving the viewer a quick birds eye view of the property.
Keep your intended audience in mind in your listing videos.
If you specialize in luxury properties, show off aspects of the home they’ll want to see. How much space is there for entertaining? What are some of the home’s security features? How much garage space is there? These are some of the things your video can show off.
Once you’ve created your listing video masterpiece, it’s time to share it with the world! Or, at least, make sure it gets maximum exposure to your target audience. If you’ve played your cards right, your listing video will get a good number of views from homebuyers who have already seen your market video. Make sure your listing videos are available through your broker’s website, as well. It may be one of several the buyer watches, if the title and brief description catch their attention.
Go where the eyeballs are.
For video, Youtube is still the reigning champion for video views. Your videos should be there. Facebook is another important platform. Be sure to encourage your friends to share it, especially with those they know are looking for this kind of property. There are a number of other websites available to share listings, as well. You can’t share your listing video too much, but start with the venues that provide the most viewers.
Ultimately, you want to engage with your viewers. Be sure to provide clickable links, so an interested buyer has easy access to you. Make it easy for others to share your video. The more it’s viewed, the sooner you’ll have another sale!
If a picture’s worth a thousand words, then a video is worth…a million words? And if you’re trying to sell a house, it could be worth more! More internet consumers than ever are watching videos which raises the question…
What goes into a winning listing video?
Let’s start with branding. If your viewer doesn’t know who’s selling the home or how to reach them, well, a lot of time and effort has been pretty much wasted. Whether you say it, show it, or both…let your viewer know who you are and how they can reach you from the start.You can also incorporate graphics throughout the video with your phone number and email. Just make sure they don’t distract from the scene.
Your goal is to make the viewer imagine him or herself living in the home. The most effective way to do that is to properly stage the home. Depending on your experience and budget, you may want to hire some extra help, to make the home look warm and inviting. Another way to make your video listing more enticing is to hire one or more actors. Seeing them engage with the home’s features will bring the experience of living in the home to life for your viewer. It can showcase the ease of using the kitchen, for example, or the tranquility of the master suite.
In our next post go into further depth about about getting the attention of prospective buyers.