It’s 2021 and there’s no denying it. Video content is king. It helps you sell real estate. Did you know 73% of homeowners say they are more likely to list with a Realtor who uses video to sell their property? Not to mention, homes listed with video get far more inquiries than those without. But when you’re talking about successful video marketing for real estate, there are a lot of factors to consider.
- How often should you post?
- What’s the best time of day to post?
- How long should my video be?
- What should I cover in my video content?
Well, we’re here to answer those burning questions for you.
The short answer is that it’s not enough to post sporadically, even if your content is high quality. People are looking for consistency. This is why real estate agents should post a minimum of one video per week, every week.
Video is more engaging than photos or text
People watch an average of 2.5 hours of online video every single day. According to Wzyowl, that’s up a whopping 60 minutes from the 1.5 hours per day we saw in 2018! The demand for video content is there.
Now, Is video creation a lot of work? It can be. But the return on investment is huge. The same Wyzowl survey also found that 86% of professionals using video marketing say video has increased traffic on their website. And 94% of video marketers say that video has helped clients gain a better understanding of their product or service. Which makes total sense.
Since our brains can process images faster than text, it becomes far easier to get across your message and your brand in a quick video. According to the NAR 2020 Generational Trends Report, agent reputation, and personality rank among the top five most important factors buyers look for. So being able to quickly and effectively convey your personality through video is going to be helpful.
As a real estate agent, quality video content helps you build authority. When you post videos that provide valuable information and insights on a regular basis, you’ll be seen as an expert in your field. This is an important step when you’re trying to earn the trust and confidence of potential future clients.
Video marketing in email
The power of videos is especially noticeable in emails. According to a post on Hubspot, including video in your emails can increase click-through rates by a whopping 300%!
So, we understand that video is an obvious tool agents need to use. Now let’s explore how posting regularly will lead you to success.
Consistency is key in video marketing for real estate
Having quality content is important. But, posting consistently is equally vital to your success. It’s not enough to post a few sporadic videos here and there when you feel like it. This will either confuse your audience since they will never know when to expect new content from you, or they’ll watch a great first video but then forget all about you.
Remember: Done is better than Perfect
Consistency is one of the most important aspects of video marketing. On social media, the algorithms are always evolving, and keeping up is a challenge in itself. That means you can’t always rely on social media algorithms to put your content in front of your follower’s eyes. You need to give your followers a reason to come to you.
If you post consistently every Friday, for example, your audience will know they can count on new content when they visit your page or website on Fridays. This sort of consistent posting keeps them coming back for more. When you think about it, this is your first opportunity to begin building trust with your followers and potential clients.
So how often should I post?
One video per week is not the be-all, end-all formula. It’s where you start. The most important thing here is consistency. So, no matter what quantity of videos you hope to push out, make sure you’re doing it on a reliable schedule. And on a realistic schedule. Since establishing consistency is so important, you want to make sure you’re not biting off more than you can chew.
A good way to manage and maintain your posting schedule is to utilize a content planner. This will allow you to easily plan out your content in advance, so you’re not scrambling to get everything done on the day of posting. This will take some of the pressure off.
When should I post?
You’ve likely seen tons of videos and read a bunch of articles about the best time of day to post videos online. The simple truth is, there is no singular best time of day. This will depend solely on your audience and the best time to post will vary from individual to individual. So keep an eye on the time of day you post and how much engagement you receive.
As you observe, you might come to notice an ideal time of day to post. There are plenty of third-party apps that can help you track your analytics on social media. But one of the best tools to utilize is Instagram’s “insights” feature. This feature is available to those with a business or a creator profile on Instagram. It shows you things like recent contact interactions, highlights your most engaged posts, tells you the number of accounts you’ve reached, and so much more. Increases and decreases in these categories are shown in percentages that let you understand what your audience likes and dislikes.
Video marketing for real estate content ideas
We understand that creating video content can be intimidating. But remember, there are so many different types of real estate videos you can try. From property listings to client testimonials, local business interviews, and more. And posting a variety of content will keep things interesting for your audience.
In 2020, video webinars saw an increase in population. 62% of video marketers used webinars this year, compared to only 46% in 2019. So there are plenty of options when it comes to the type of video content you share and where you share it.
If you’re stumped for ideas, here are a few types of videos you should be creating for your real estate business:
- Highlighting home features
- Home Walkthroughs
- Community Walkthroughs that show off local attractions and services
- Interviews with local businesses
- Live/pre-set question and answer videos
- Stories from homeowners, sellers, community figures, etc.
- Reels that include music overlay ad highlight something about your role, home, etc
- Live video that lets you interact with your audience
- Information based videos where you teach the audience something specific
- Market Reports
The possibilities are nearly endless. But at the end of the day, quality and consistency should be your main two goals for real estate video marketing.