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Complete guide to real estate video marketing

/ Kristen Sato

The world is evolving and becoming more of a digital-centric environment. As that is happening we’re seeing the use of video increase in all industries. The world of real estate is no exception.

What is real estate video marketing?

Real estate video marketing is a way to boost your sales and engagement by incorporating video ads, social media videos and client testimonial videos into your overall marketing strategy. 

Some questions you might be asking yourself are, “What is real estate video marketing?” “Why is it important to create marketing videos for realtors?” “Does it really work?” 

To answer the first question, video marketing for real estate can be a tremendously valuable marketing asset when selling property. It takes many forms - a virtual tour captured on a smartphone, an overhead look at the property shot on a drone or an intricate look as a slideshow. Video is a great, and easy way, to showcase a property and all of its detail in a way that photos are unable to. 

For the second question, video marketing has become an integral part of any business sector over the last decade and has grown in popularity in real estate. According to the National Association of Realtors, 39% of homebuyers used sites with video during their searches. 56% called these videos “very useful.” Sites with video continue to see an increase in search results and can be the reason why your property gets sold quicker than one without any sort of video marketing.

Lastly, yes! Marketing videos for real estate can hit all levels of the sales funnel. At the top, it can generate incredible search results and page views. In the middle and bottom part of the funnel, a strong video can be the final push a buyer needs to call or email an agent or property owner. Overall, video marketing is a strong and reliable way to increase views of your property listings.

 

Does video help sell real estate?

Yes. Video is a powerful asset that can help you sell more property. In fact, 73% of homeowners say that they are more likely to list with a real estate agent who uses video. And, marketers who use video grow revenue 49% faster than non-video users. 

Perhaps what makes video so effective is its versatility and reach. Video can be used in places like: your website, YouTube, email campaigns, landing pages, and social media sites like Facebook, Instagram and TikTok. In fact, social video generates 1,200% more shares than text and images combined.

And this doesn’t mean you have to double down on the effort to make them. In fact, the opposite is true. Create once and repurpose your real estate videos to get the most mileage out of them.

 

How do I make a real estate video?

To make a real estate video, all you need are your photos and video footage and a solid real estate video editor to get started. 

You might be wondering if you should hire a production crew to make videos for you, or make them yourself. A professional video production company can create something for you from start to finish, but it can be costly and you’ll likely need to work around their schedule and timeline. If you make the video yourself, all you need is your smartphone and a simple, intuitive editor like WeVideo. If you’re making real estate videos yourself, read on! 

First, decide what you want to shoot and create a storyboard to layout your ideas. If it helps, take photos of each part of the property you want to showcase and place them on a board in an order that makes sense and tells a story. 

For example, you can start with a shot of the exterior then move through the front door into the house. From there you can move between common spaces like the kitchen and living room before heading into the bedroom(s) and finishing in the backyard (if there is one). This process works for apartments, condos, single-family homes or business properties (without bedrooms or living rooms). 

With an idea of how you want your video to go, it’s time to think about equipment. For the realtors taking the DIY approach, your smartphone camera or DSLR can be all you need. Upping the stakes with a drone or 360-degree camera can take your video marketing to the next level. You can make use of natural lighting or use a ring light to help brighten areas of any property you’re selling. With WeVideo, you can upload your media from your smartphone, tablet or laptop directly to the editor and easily create a marketing video for real estate.

 

Types of real estate videos you can make

There are different types of videos you can make to help increase real estate sales. We’ll go through a few of them below.

When you hear the term “real estate videos,” what comes to mind? Maybe it’s a virtual tour that walks you through each room of a property. Or maybe it’s video ads that appear on social media. While these are two of the most popular types of real estate videos you can make, there are still plenty more.

Real estate listing videos

Listing videos are probably the most popular type of real estate video out there, and for good reason. Why tell a potential buyer about a house when you can show them instead? Give buyers an inviting and immersive virtual viewing experience that motivates them to contact you. For example, showcase your property’s curb appeal, walkthrough unique features inside a home or show off a neighborhood’s charm with a listing video complete with music and custom text. 

Real estate testimonial video

 

 

Video testimonials featuring past clients build trust and credibility with new ones. Use text to call out any highlights, mention any awards or stats you’re proud of, and be sure to include your contact information.

Real estate agent video

 

 

Make a great first impression with an agent profile or introduction video. Show off your personality and style, and seize the opportunity to connect with prospective clients in the neighborhoods you work in.

Real estate explainer video

 

 

Share your real estate expertise in a video that also establishes your credibility. Share market insights, tips for first-time home buyers, or answer real estate FAQs.

Real estate email video

The beauty of creating your own videos is that you can repurpose them for any reason. Take any of the video types we’ve mentioned above. From those videos, take short snippets, mix them up, even create a fun GIF! Then, you can use those videos and embed them in your marketing emails to make them more engaging.

These are just a few examples of real estate videos you can make. Whatever your message is, real estate video marketing is a great way to get your audience’s attention and sell more property.

 

Where should I share my real estate video?

You’ve created your real estate video and it’s embedded on your website, but where else can you share it? Not every buyer will come directly to your website. However, you do know that they’re on social media. They’re on real estate listing sites. These can be the avenues you take to widen your video marketing reach.

Sites like Zillow and RedFin also incorporate video in their listings and, as you’re probably aware, are popular sites where buyers search for properties. Beyond Twitter and Facebook, it is important to make use of platforms like YouTube and Instagram. Also, videos in email is a great way to not only reach potential buyers but to build trust with them. Having a friendly face to put to the listing and message can do wonders for a buyer’s mind when making a purchase. 

Easily make your own real estate videos