The days of grainy slideshows and stale voiceovers are over. Aerial property views and sweeping interior shots aren’t just for Cribs anymore. 51 percent of home buyers use YouTube as their primary source of research online. It’s time to step your real estate video game way up.
Here are 4 must-have videos for real estate agents and agencies in 2017.
Listing Videos: Sell before they walk in the door.
Listing videos are the queen of all real estate videos and are crucial for every level of the sales funnel. If you have little time or budget for anything else, invest in listing video. These videos may be specific to one property, but they also serve as effective top-of-funnel marketing to leads who may want to buy or sell with you in the future. Whether it’s a small beachside condo or a Hollywood Hills estate, every listing deserves to be showcased with professional real estate video.
For those ready to buy or sell, listing videos lead to calls, emails and showings. In fact, homes listed with video get four times the inquiries of homes listed without. Quality of video is important for communicating the quality of experience, agents and properties. When you invest in quality marketing, buyers and sellers want to invest in you.
This video for Woodley & Associates represents how cinematic real estate video can capture an audience and sell prior to opening the door. Listing video of this caliber saves buyers, sellers and agents loads of time and resources.
Virtual tours like this leave no stone unturned. Rather than taking a second tour of the home, a serious buyer can replay the video over and over for friends and family before even setting foot inside. It showcases the entire home, highlights its best and most unique features and gives a tour of the surrounding area—all in one stunning visual package. No second showing necessary.
Buying and selling can be a long and tedious road. For some, the personality behind the process is of the utmost importance. Home tours don’t have to be boring. Take this video from RUHM, for example.
Community Videos: Give them of a taste of the neighborhood.
We didn’t misspeak when we called listing videos the “queen” of real estate videos. According to NAR and Google’s 2013 study, The Digital House Hunt, they found that 86 percent of potential buyers were using real estate video to find more out about a community (70 percent to tour the inside of a home). Because, let’s face it, a home is only as good as it’s hood.
Families with school-aged children, music producers and the happily retired may all thrive inside your newly listed property, but they may not all find what they’re looking for outside. If you are a realtor with multiple properties in a few specific neighborhoods, save yourself loads of time and breath and hire a professional to capture the neighborhood for you.
Agent Profiles: Be transparent.
Let’s be honest. Home buying is scary. It’s something people usually only do once (maybe twice) in their life. First time home buyers are looking for people they can trust or who illustrate that they are in business for more than a fat paycheck.
Providing top-of-funnel leads with agent profiles illustrates that transparency in your business is important. Chip James of The James Group used video to highlight his business philosophy and philanthropic endeavors.
Chip was able to include past clients who further legitimized him, his business and his cause. Client testimonial and agent hybrid videos give potential buyers a full picture of what business is going to be like without them scrounging around third party sites for reviews. Watch the call roll in.
Here’s another great example Becky Frey Real Estate:
Agency Ads: Communicate your culture.
Ebby Halliday nailed it with this campaign that used dark humor to highlight the terrifying nature of buying a home.
Of course Ebby Halliday is a major player with a massive ad budget. But, don’t fret. Regardless of the size of your agency, it doesn’t take an Halliday-sizes budget to make Halliday-sized impact on leads and conversions. We’ve already detailed how to make a kickass business video in 9 simple steps.
Save yourself time, money, resources and breath by allowing real estate video to sell before they walk in the door, give them a taste of the neighborhood, increase transparency and communicate your culture. Don’t wait on 2017, because it won’t wait on you.