Real Estate Marketing Guide
Video Marketing
Did you know that adding video makes Google about 50% more likely to rank your website on the first page of search results? Video is the most powerful form of content you can create as a real estate agent because video captures a full picture of what your personality and work ethic is as an agent, but also provides an opportunity to connect with your audience more effectively.
Videos is more engaging than text or photos. As an example, video testimonials from clients will have a strong impact hearing from the clients directly, showing their emotions about being in their new home. This type of content can be shared to paint you as a trustworthy, dedicated real estate agent who people trust. Using a smartphone, monopod or basic tripod is all you need to get started.
Make Video Marketing your Differentiator
Don’t think you need a Hollywood budget to start video marketing. Video is one of the most engaging forms of media across social platforms. Video is also the most revealing medium to showcase your personality and give prospects a clearer picture of who you are and what you love to do.
You can video capture yourself showing your listings. You can talk about some of the content in your blog and turn them into video blogs. Consider interviewing homebuyers or previous clients to share how you help them. Post your videos to all of the top video platforms online, like YouTube, Vimeo, Instagram TV, and Facebook.
3D Tours - for as little as $229, you can buy a fully 3D camera from Ricoh that offers a pretty good approximation of the 3D image from Matterport’s $4000 camera
Vlogging - let your personal brand have a voice
Documenting your daily life as a real estate agent is one of the most powerful ways to build a following. A daily vlog gives an insider perspective to how you work with clients, how you go about showing a home or prospecting for new clients. Documenting your life is an easy way to create video content for potential buyers that can be published often with minimal editing. By showing more of how you are through videos, you help build your brand recognition with your target market.
Don’t think you are making your own reality show, it’s different than that. It will help you build confidence and grow more comfortable speaking to your audience on a regular basis. Video content will build a “relatable” reputation because your authentic personality will shine through.
Things that would normally be missed or forgotten in your daily life will now be captured and the highlights and funny moments will come to the surface! Through your humor and knowledge of real estate relatability will come.
You can also create staged video content such as Q&A with a buyer asking them what they’re looking for or interviewing local business owners. Your video would appear in Google search as the answer to other buyers asking the same questions.
If you want to skip video, audio might be a better choice. Documenting your life as an agent through audio could include interviews with people in your community asking them about their thoughts on buying and selling a home.
You can use a basic video editing software like iMovie to make your daily videos pop or you can use Garageband to edit audio files. You can distribute your videos on your website and social media. Videos not only show yourself o and your personality, but they’re very engaging and memorable to viewers.
In addition to filming your daily life, you can lm your community. You can lm attractions, local businesses, you can create content about specific neighborhoods you work in.
You can give tips and details on popular local events in the area, fun things to do, places to go to relax or get coffee. Becoming a local expert provides valuable local information to your community.
The options are limitless: Home tours neighborhood tours recordings of yourself talking about buyer and seller tips, home maintenance fixes, interviews with local homeowners, interviews with local business owners.
Success Stories
Get creative. You can post a full 15 to 30 minute video on your blog and YouTube, and edit the video into 2-minute snippets that you can post to your social media accounts.
Testimonial Videos
Video testimonials are some of the most powerful forms of marketing because they are word of mouth caught on tape! The excitement of working with you to find their next dream home will be captivating in video format. Happy customers caught being happy are a great way to get others excited and showcase your superb customer service skills.
You can produce videos not only about the homes you are selling or about yourself, you can also become the leading expert on the neighborhoods and communities you want to be the leader on.
Covering local events, entertainment spots, and the lifestyle amenities of your communities will help paint a firsthand picture of your region for buyers that may not be as familiar with the area, while also giving you expert content to share across all your platforms.
Customer generated quotes, reviews, and video testimonials are super powerful pieces of content that persuade others that you are a reliable, trusted agent to work with. People choose an agent that they trust, often relying on friends and family to make a recommendation. When other people are raving about you, not just you talking about yourself, it provides a convincing case to work with you.
Drone Videos
Can be an amazing way to give a new perspective on the homes you’re selling or on your community. Landscapes, trees, nearby highways and scenic points can be seen from above, which may help buyers and sellers get excited by their surroundings they may not have been aware of otherwise. Drone videos offer another level of detail, information, and context on a home and can be a differentiator in selling more homes.
Live Streaming
Live Streaming an open house is an excellent way to get the attention of your followers because they will all be notified that you are live which increases your exposure.
Many real estate agents are beginning to live stream and document their day as a new way to market themselves. They’re creating daily vlogs to satisfy that natural curiosity that people have about real estate agents. The emergence of things like Instagram stories, Facebook live and other platforms gives a behind the scenes sneak peek into the careers and lives of any industry.
Real estate agents can easily become public figures by creating a video following, both live and edited videos to connect with their audience. Building your following through live stream and video content will in turn help you gain more visibility online, building your audience and building your leads.
Live video gets attention on many platforms like Facebook, Instagram, Youtube, and more. Your followers are alerted that you are live. Many like to tune in to see what all the hype is about. The key is creating engaging live streams and promoting them to your followers to tune in in advance. Live streams provide an additional channel to engage with customers through content.
Ideas for things to cover in a live video:
Tips on buying/renting a property
Recent updates
Questions (potential) clients have
New properties
Make sure your personality, target niche and specific real estate services are mentioned in your live streams and always offer your viewers a chance to connect or engage more with you and your content
You can also turn blog content into videos for additional reach.