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Why Video Marketing is Essential for Estate Agents

03 June 2021

According to Facebook, people spend an average of 1.7 seconds looking at a post on social media, so a moving piece of content has more chance of grabbing the attention of the consumer, and therefore is a valuable marketing tool for all businesses, not just estate agents.  Regarding the estate agency sector, well-made video footage is invaluable for both buyers and sellers, as it shows the property in the most detailed way digitally possible. 73% of homeowners say that they are more likely to sell with an estate agent who uses video on their site, but only 9% of estate agents create listing videos of properties. Already, there’s a key factor highlighted that to stand out from the crowd, you should be using video footage for listings. 

Why are video listings so trusted in the industry?

1. They work in all parts of the sales funnel.

At the top of the funnel, a video can lead to page views; links to pages with a video result in 157% more search results than ones without. In the middle and at the bottom of the sales funnel, a listing video could be the nudge a buyer needs to make the communication with the estate agent. A professional video can also push sellers to work with an estate agent to be confident that they will show their property in the best way. 

2. They have versatile uses.

Using video content for property overview is just one way they can be used within the estate agency industry, they can also be used for informative guided tours of the residence, sometimes using AR or VR technology. They can also be used for testimonials from customers, and to introduce the agents to the companies.

3. They create and achieve immersive perspectives.

Using AR and VR technology, estate agents can achieve very immersive experiences through video, which lets buyers get a close up feel of the property without actually being present. While these methods are still new and rare, aerial footage is the next best thing and stands out in the industry, as it’s fun to watch and equally as informative.

How do you create and use video within the industry?

The first thought for many estate agents is whether to give it a DIY job or hire a professional, and there’s positives and negatives to both. Shooting your own property video is cheaper, you have full control of the aesthetic, and can even shoot using your phone if you wanted, however it can be more time consuming, due to trial and error, and you need a tech savvy member of your team to help. There are many tutorials available on YouTube, with tips on what type of lens you will need and how to edit them afterwards. Hiring a professional to shoot the property is less time consuming for your business personally as they know what they are doing, and almost guarentees a good quality result. However, there is less editorial control when someone else is filming, and it can potentially be expensive. 

The number one rule for shooting video as an estate agent, no matter if it’s done yourself or by a professional, is that it should be between two and six minutes long, to make sure you find the balance between displaying all the information and keeping the viewers attention.

What video content should you create?

1. Listing Video: These types of video should give an overview of the property, showing all the rooms and relevant features in detail.

2. Testimonials: These videos should be well edited and come off as genuine and positive, no matter if you’re interviewing previous sellers, buyers, or local businesspeople like mortgage lenders.

3. Introducing Agents: A video showing the an estate agent and introducing them increases the trust aspect to the buyers or sellers. The agent should address the camera directly and should prompt people to get in touch.

4. Advice: An advice video should feature an agent giving the advice, and should also address any of the commonly asked questions from buyers and sellers.

What should you take away?

Video content within the estate agency industry is an essential marketing tool, and also is rare, so creating and using video footage will allow you to stand out from competitors. As you make and share videos, remember there is a lot of helpful information online and many tutorials on filming and editing available on YouTube if you are doing it yourself.

If you enjoyed this blog, then we recommend you read our blog ‘Double Down on Your Marketing’ for more marketing tips and inspiration. To look through our other blogs, click here.