- Historically, real estate has always been the type of business that is based on building personal relationships -- bringing home the sale often requires a personal touch.
- Video helps reveal your personality to an audience without having to meet them, which is something traditional marketing can't achieve.
- Some real estate agents are raising the bar when it comes to integrating video marketing creatively, and you can too.
As we approach the end of 2015, it’s safe to say this year has been the year of video marketing. We’ve seen more and more businesses find new, creative ways to use videos to reach and interact with customers.
The real estate industry didn’t escape this trend. Real estate has seen a major surge in agents and brokerages using video marketing.
Statistics show that more than 50 percent of potential homebuyers use YouTube as their primary video research.
Historically, real estate has always been the type of business that is based on building personal relationships — bringing home the sale often requires a personal touch.
What’s so revolutionary about video marketing is that it allows the face-to-face interaction that homebuyers are craving. Video helps reveal your personality to an audience without having to meet them, which is something traditional marketing can’t achieve.
It can also help people in your community recognize you when you are out in public at an event or even at the store. Let’s face it, customers are constantly being solicited by so many different mediums. It is natural for agents to try to find unique tactics to stand out from the crowd.
Justin Knoll, the president of Madison and Company Properties and a practicing Realtor in Colorado, gave me his thoughts about video marketing in the real estate industry.
“As a Realtor with a diverse audience as my client base, I found that video is the one medium that will cross all generations and communication boundaries,” Knoll said. “Not everyone will text, email or respond kindly to direct mail, but video is the one place I can go to send a message and place my brand in front of them.”
Some real estate agents are raising the bar when it comes to integrating video marketing creatively. While browsing the Web, I came across various innovative videos — some of which I’m going to share with you.
1. Real estate goes Hollywood
One of these strategies to allure homebuyers in competitive markets is to create mini-movies, with actors, scripts and everything that goes along with Hollywood-level film production. This particular video produced by Rafiki Creative is selling this Park City, Utah, property in a very James Bond fashion.
2. Home tours reinvented
This refreshing home tour makes us feel like we just got our own private visit of this
beautiful Las Vegas, Nevada, property. This targeted video is a little gem in itself, with cinematic imagery, a charismatic host and utter frankness that captivate viewer’s attention.
3. Monthly Web series
Euan Graham, a Scottish transplant who now calls Colorado his home, is the host of this web series that uncovers Denver’s finest bars, restaurants and up-and-coming neighborhoods. Tune in monthly and stay in the know. What an excellent way for clients to get a feel for the neighborhood and the agent simultaneously.
It’s fascinating to see how agents and brokerages are pushing the envelope when it comes to video marketing.
Have you seen any real estate videos that deserve a mention? Please share in the comments section below.
Estelle Clairoux is the digital marketing director at Hey Mr. Digital Media. You can follow her on Twitter @estelleclairoux or connect with her on LinkedIn.
