3 real estate video marketing trends to watch in 2017
Is video marketing trending? The short answer: yes.
This highly-visual marketing tool provides real estate agents and brokers with a fun and engaging way to connect with potential clients. And the good news is that you don’t have to be a professional videographer to get into video marketing.
Video was on the rise in 2016, and it’s predicted to garner attention in 2017. Let’s take a look at some video marketing trends, that if applied, can help you grow your real estate business. And, as a bonus, we’ll throw in a few tips along the way.
Let’s get started!
Why video?
Here’s a short list detailing some of the benefits of video marketing:
- Video helps you get attention for your brand and listings in a noisy, competitive environment.
- It’s engaging. People like to watch moving images, and they often opt for watching videos over reading text.
- Video provides a great branding opportunity for agents and brokers. People get to see you in action, hear your voice, and see you as a real person instead of just another business. This helps your marketing come across as more authentic.
- It provides value to clients as they navigate the home buying or selling process. For example, think of the way that how-to videos quickly and easily communicate information or how community highlight videos show potential clients what a specific area looks like instead of just telling them about it.
- Video is a differentiator. How many agents in your area are using video marketing? Using this marketing tool can help set you apart from the pack.
- Many home buyers are really invested in their digital lives, and video gives you an opportunity to better connect with them where they are.
- Video is built into social media and it’s shareable!
Want to learn more about marketing trends for 2017? Check out this free recorded webinar!
More video
Have you ever noticed that there’s a lot of information available online? That’s a bit of an understatement. There is a ton of content out there. It takes the form of articles, blogs, websites, videos, free CMA’s,…the list goes on.
As a real estate agent, what kind(s) of content should you invest in?
While there is a lot of value in producing written content, it kind of goes without saying that visual content tends to get more attention than textual content.
And it makes sense that there would be more of an overall marketing investment in video content for 2017. The major social media channels are invested in video, and live video has been trending for some time. As individuals and businesses compete for attention, they’re looking for more effective ways to reach prospective clients and customers.
Video is a great way to do that. It’s often easier to consume, and it can sometimes do things that text can’t.
Check out these ideas for creating your own real estate marketing videos:
1. Interviews with supporting services, lenders, insurance agents, etc.
2. Informational or “how-to” videos
3. Local business reviews
4. Live-streams (open house, sponsored community events, etc.)
5. Listing videos
6. Agent, team, or office promotional videos
7. Neighborhood videos
8. Testimonials
Short video
Video is on the rise, but our attention spans seem to be going the other direction!
“Snackable videos” may be just what you need to communicate the value you and your company bring to the home buying or selling process: “It’s time for brands and agencies to meet the needs of video snackers with content aimed at consumers who watch videos under 60 seconds” (Adweek).
There’s probably a place for your epic listing video, but keep in mind that you don’t have to be Steven Spielberg to create effective real estate marketing videos. In fact, sometimes people really just want you to get to the point in a short, easy to consume, and entertaining way.
People seem to want “the answer… they don’t want to scroll through a big list of search results, they want to ask Alexa” (Hubspot). If we apply this same principle to video consumption, people are sometimes better served with shorter videos that provide value and get right to the point rather than the 30 minute rambling versions.
So what are some good ways to get in the short video game? Here are a few ideas:
- Try creating “neighborhood videos at the local ice cream shop” or “business profiles with local small businesses” in your area (Phil Greely, Realogics Sotheby’s International Realty).
- Quick market update videos.
- Local spotlight videos (best lunch spot, best coffee, etc.).
- Seller staging tips.
Live video
Along with video marketing in general, the live video trend is expected to continue in 2017.
And no wonder. We like to see events as they happen…even when things don’t go according to plan! Live video can add some authenticity to your marketing and can help potential clients relate to you as a real-live human being, adding some life to how your real estate business is perceived online.
Several social media platforms are giving users the ability to create live videos that immediately publish to their social accounts. Most recently, Instagram joined the ranks of Facebook, Twitter, and Snapchat in the live video arena.
Add another tool to your 2017 video marketing toolkit by incorporating live video. Start with short, simple videos, then branch out to include other ideas to promote your services.
Here are a few reasons to consider adding some live video to your marketing plan:
- Instantly reach your audience.
- Provide helpful information to buyers or sellers.
- Increase followers on social media.
- Live videos can get good engagement compared to regular posts.
- Generate buzz for an event, listing, or service.
And here are some ideas for live video broadcasts you can create on the cheap with your smartphone and a microphone:
- Newest listing highlight – Show off that brand new listing live on Facebook! And get the word out in advance so that your audience is ready to watch (this is a good tip for any live broadcast!).
- Market specialty – A live video highlighting your specialty as a real estate agent, team, or company (investment properties, condos, luxury listings, etc.).
- Office culture live broadcast – Birthdays, promotions, and celebrations are good opportunities to give your followers an inside look at the people that make up your organization.
- If you’re having trouble scheduling tours with prospective buyers, try hosting exclusive showings using FaceTime, Facebook Live, Twitter, or Instagram.
What will you do with video in 2017?
Video marketing looks like it’s here to stay! How will you incorporate this marketing tool into your plans for 2017?
Want to learn more about marketing trends for 2017? Check out this free recorded webinar!