Overview

Quick Takeaways

  • Digital video has become a key to real estate marketing strategy.
  • Embedded video drives 157% more organic search results to your website and real estate listings with videos get 403% more inquiries than those without.
  • Go beyond listing videos to help clients connect with all aspects of your business, including you!

Source: Real Estate Video Marketing: A Complete Guide (Animoto, Nov. 12, 2019)

Digital video is a powerful marketing tool for real estate agents. “Listings with video get 403% more inquires, 73% of homeowners say they are more likely to list with an agent who uses video and 51% of home buyers use YouTube as their number one destination for a search.” These statistics are just some of the reasons that REALTORS® are utilizing digital video as a key component of their digital marketing strategy. While listing videos remain the most popular use, video can be used to introduce yourself to clients, market your brokerage, or to talk more about specific aspects of home buying and selling.

See References for more information.

References

NAR Library & Archives has already done the research for you. References (formerly Field Guides) offer links to articles, eBooks, websites, statistics, and more to provide a comprehensive overview of perspectives. EBSCO articles (E) are available only to NAR members and require a password.


Examples of What You Can Do With Video

Cleaner Video Marketing (REALTOR® Magazine, Oct. 2020)

“It's getting easier all the time to make and distribute videos, but shooting a home tour with your smartphone quickly and without proper planning will keep you from delivering a polished production that will help sell a listing.”

How to Carve Out a Real Estate Video Marketing Niche (REALTOR® Magazine, Sep. 22, 2020)

“Brokers and agents can do more than create listing videos; they can include video marketing in their overall strategy to gain new leads.

  • Video drives a 157% increase in organic traffic from search engine results pages.
  • Social video results in 1,200% more shares than text and images combined.
  • Fifty-one percent of marketers say video is the type of content with the best return on investment.”

Become a More Accessible Agent with Videos…Starring You! (RISMedia, Sep. 9, 2020)

“Video marketing in real estate is an essential part of every agent’s social media strategy. Though virtual home tours are a key feature, video should not be limited to just your listings.

Curating videos with a more personal touch allows your followers to get a better idea of who you are as an agent…and a person. By integrating self-starring videos into your marketing efforts, you can showcase not only your personality and engagement skills, but also promote your community, as well as any services you provide or stories that can help boost lead generation.”

12 Real Estate Videos Smart Agents are Using (The Close, Jul. 8, 2020)

“While every agent is either making or talking about real estate videos these days, the hard truth is very few agents are making them right…We’ll show you 11 examples of real estate videos smart agents are using to generate and nurture leads and keep clients happy. We also include video ideas for you to try out and tips and tricks to make them more engaging for your audience.”

Video Marketing Ideas for Real Estate Agents: 8 Solutions that Lead to Success (Archicgi, May 14, 2020)

Video marketing “content has numerous advantages. A video can show potential buyers details about the house they would otherwise not see. For instance, it can showcase passages between rooms, “guiding” a viewer through space. Potential home buyers, therefore, get a much better feel of what the property is like in real life. A video can also entertain, educate, tell stories, and serve many other good purposes. So, using it is a must for any successful realtor. But how to do it right? To shed light on this matter, we share the list of 8 best video marketing ideas for real estate professionals!”

Personal Video Emails Can Strengthen Relationships (REALTOR® Magazine, Mar. 31, 2020)

Tips from two REALTORS® about how and why video emails tap into a more personalized and authentic view of agents to “boost business and connect with clients.”

10 Ways to Use Video in Your Real Estate Business (RIS Media, Jan. 16, 2019)

A discussion of “the different ways to use video in your business, as well as what equipment to use. All of the different types of videos described below can help you improve and strengthen your connections with your current and future clients, and with your real estate colleagues.”

Getting Started Online

The Ultimate Guide to Real Estate Video Marketing (Placester, 2021)

“In this article, we’ll take an in-depth look at best types of video for real estate marketing, provide examples, discuss how to effectively market videos online, and finish by looking at the different production options available.”

How to Use Social Data to Launch a Video Marketing Campaign (Real Trends, Nov. 4, 2020)

“Just as consumers use videos to learn more about a product, your clients are watching videos to do research about the property. Moreover…real estate listings with videos get 403% more inquiries. It makes sense, considering the volumes of video consumption and the overwhelming popularity growth of this type of content…Video content production requires a lot of prior planning. And yes, you can’t go anywhere without data analysis. But luckily, you already have the necessary data at hand. It’s called social data, it mostly comes from social media, and it can significantly improve your video marketing campaign.”

How to Create Virtual Tours for Real Estate Businesses (JotForm, May 28, 2020)

“While virtual tours are proving to be an important sales tool in the current crisis, they aren’t just a passing fad. Even before stay-at-home orders and social distancing swept the country, 79 percent of buyers shop for homes online, and one-third of buyers reported virtual tours were extremely or very important to their home shopping.

As online sales take center stage for a new generation of home buyers, so will the need for virtual tours. In this article, learn how to create virtual tours for real estate that are just as effective as in-person showings.”

How to Create a Successful Digital Marketing Presence (Forbes, Mar. 16, 2020)

“Deciding where and how to spend your money on marketing can be a tricky proposition: Social media platforms are constantly evolving, and there are websites, blogs and email newsletters to consider. At first glance, encompassing all of these channels in your marketing strategy may seem daunting, but it doesn’t have to be. By executing a multichannel marketing campaign, and by implementing search engine optimization techniques, you can create a digital marketing presence for your product, service or brand that maximizes your return on investment.”

7 Top Tips to Create a Killer Video Content Strategy (Mention, Jan. 10, 2020)

“Video is a powerful content medium for storytelling. It can have a big impact on the success of your promotional campaigns and content marketing efforts. It also serves as an effective way to connect with people and build more satisfying and deeper relationships between you and your target audience.” These tips help with understanding what to put in the videos and how to successfully create a video marketing strategy.

Web Resources

CNET Video Camera Reviews – Reviews and comparisons of digital video cameras from the technology experts at CNET.

Facebook Live – "People love watching video, which is why we've built a dedicated place to watch this engaging content on Facebook. While your current fans will be able to keep up here and in News Feed, the experience will help new followers discover you too."

FaceTime – Learn how to use FaceTime to make video and audio calls from your iPhone, iPad, or iPod touch.

Matterport – “Create experiences like nothing you’ve ever seen before. With a single scan, you can automatically create 3D walk-throughs, 4K print quality photos, schematic floor plans, OBJ files, point clouds, videos, and other media.

Messenger –“ Hang out anywhere, anytime by getting on a call or a group video chat.

Periscope – "While there are many ways to discover events and places, we realized there is no better way to experience a place right now than through live video. A picture may be worth a thousand words, but live video can take you someplace and show you around."

Skype Meet Now – Generate your free unique link with one click, share it with participants and enjoy effortless meetings with Skype. Full set of features at your disposal.

TruPlace – “For buyers looking to be guided through a property visually, TruPlace has Walkthrough Videos that escort viewers to each room. These video products are available at varying lengths from 1-minute to 4-minutes long, regardless of property size.”

Video Camera Tutorials – Media College provides step-by-step guides to various aspects of using a video camera.

Zoom – “ Simplified video conferencing and messaging across any device.”

Books, eBooks, & Other Resources

eBooks

The following eBooks and digital audiobooks are available to NAR members:

The Complete Idiot's Guide to Skype for PCs (eBook)

Facebook Marketing for Dummies (eBook)

How to Shoot Video That Doesn’t Suck (Kindle, eBook)

Master Facebook (Kindle, eBook)

Skype for Dummies (Kindle, eBook)

Video Marketing for Dummies (eBook, Kindle, Audiobook)

The Complete Idiot’s Guide to Digital Video (eBook, Kindle)

Digital Video Essentials: Shoot, Transfer, Edit, Share (eBook)

Digital Video for Dummies (eBook)

Put Your Business Online (eBook)

Videoblogging for Dummies (eBook)

Books, Videos, Research Reports & More

The resources below are available for loan through Member Support. Up to three books, tapes, CDs and/or DVDs can be borrowed for 30 days from the Library for a nominal fee of $10. Call Member Support at 800-874-6500 for assistance.

YouTube for Business (Indianapolis, IN: QUE, 2009) HF 5415 M61


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