Real estate industries used to rely on offline marketing like word of mouth to generate clients. This strategy was effective at the time before the advent of the internet.
The internet has contributed to a massive change in many industries. Old marketing strategies that used to work become less relevant in today’s tech-savvy world. Moreover, the audience began to shift to fast information. This makes conventional advertisement less popular.
Online platforms, such as social media and email, have been used widely to run marketing campaigns. These platforms provide a broader reach that’s perfect for real estate industries in building their audiences.
One of the best strategies in using the online platform is making content that attracts people. Content like articles, images, and videos effectively captures your audience’s attention in a short time. However, there’s one strategy that stands out the most: video marketing.
Why use video marketing in the real estate industry?
Video marketing converts traditional copy into compelling video content. Videos allow people to understand messages through visually appealing content and clear voiceovers. This improves the way people experience new information.
This is exceptionally important in the real estate business. When people can see and hear the actual footage of the property, they will feel more intrigued to learn more about it.
Unlike conventional strategies where people have to check the property in person, videos let them know the information without being physically there.
Tips to use video marketing in your real estate campaign
1. Define your agency goals
First and foremost, you need to know your goal before producing marketing videos as they have different types of content for various purposes.
For example, if you want to raise awareness about your property and realtors, explainer videos are great for this purpose. Explainer videos convey your messages in a meaningful way. They present information through fun animation that often leaves people entertained.
On the other hand, if you aim to increase conversion rates, testimonial videos would be ideal content. Testimonial videos act as social proof where people enlighten your brand voluntarily. This message can help improve the brand trust and eventually attract others to purchase.
2. Find a relevant audience
Target markets change over time. The generation that used to invest in the real estate business is no longer relevant as they get older, whereas younger generations don’t put much interest in this industry. It’s your big homework to find the right audience for your business.
The thing is that not everyone is your audience because it doesn’t work that way. You may think everyone needs a house to live in, while it’s true, not all of them want to invest in it. They might also experience different situations, such as financial problems. Hence, it’s crucial to set a buyer persona before pitching your property.
Your audience may look like this: a male, aged between 30-35, married with a child, corporate employee. This illustration can help you elaborate on the standard housing in your firm, giving you the right deal to offer. When you narrow down what your target market needs, it becomes easier to promote your business.
Using marketing videos, in this case, can help you make a sales pitch without being pushy. Moreover, you don’t keep repeating your narration for every single client. This increases your productivity.
3. Use a customer-centric approach
Please keep this in mind: make your video about clients and their needs. Do not make the narration about your company as it never attracts people in the first place. When you make a story about people, it’s easier for them to engage with your advertisement.
This is what we call customer-centric content. It’s a story that puts clients first in the core of your business. This content evokes their feeling, suggesting that it’s provided and addressed directly to their problems.
Before developing the right marketing video content that speaks to your customers, you need to elaborate on the customer behavior and demography. This will help you a lot in brainstorming the idea which works.
Make sure to do in-depth customer research as it determines your campaign success. Failing to recognize customer needs only leaves you with a higher customer acquisition cost which isn’t ideal for every business.
4. Win the first ten seconds
The key to a successful marketing video relies on the first few seconds of it. The video opening often determines if viewers want to continue watching.
When you promote your real estate business, it’s essential to hook the audience’s attention as fast as possible. The reason being properties aren’t everyone’s jam. One won’t intentionally watch a real estate video when they aren’t into it.
However, in order to broaden your target market, you’ve no choice but to make your marketing video worth watching. One of the methods to get people curious about you is making your video introduction an eye-catching experience.
Another reason is that people have a short attention span of about 8 seconds. When they don’t find the introduction interesting, they won’t continue watching your video until it ends. This will be a challenging task as you’ve to capture the attention right when the video starts.
However, you can solve this problem by providing attractive thumbnails and a thought-provoking introduction that urges your viewers to wonder. A grand opening can help you get more viewers and possibly massive conversion rates.
5. Place a call-to-action
Video marketing introduces video content to connect with potential customers in a remarkable way. Videos go beyond traditional communication as they include visuals and voiceover at the same time. And it isn’t named marketing video without a call-to-action on it.
Call-to-action (CTA) is a marketing copy that directs readers/viewers to take the next step, which includes getting into a newsletter list as well as purchasing the product. CTA is essential in every marketing strategy, and video marketing isn’t an exemption.
Marketing videos contain a clear CTA that intrigues viewers to connect with the brand straight away. It leaves a sense of urgency why they need to take action right when the video ends. CTA works like a people converter where it converts viewers into customers.
Make sure to include the right CTA that urges viewers to take the following step. You may need to work on the good copy and tones to hook your audience’s attention without being too salesy. That way, people will be more interested in learning about your product when you don’t order around.
Running a real estate business is exceptionally hard when you can’t find the right market. The industry itself is already saturated with many agencies in the market, making it harder to promote your housing firms.
However, with the right marketing strategy, you can attract a new audience seamlessly. Video marketing has been proven to significantly improve conversions in a short time. Its diverse content types make it easier to run a campaign with different purposes.
You can incorporate a video marketing strategy, such as explainer videos, product demo videos, testimonial videos, and many more. Each video content aims for a different purpose and is excellent in capturing the audience’s attention fast. Follow the tips above to improve your video marketing efforts to get the maximum results.
Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).