Video marketing is not a new concept, but the real estate industry is lagging behind and missing a prime opportunity.
Video generates leads
Real estate listings that include video receive 403% more inquiries than those without a video, according to an Australian real estate group. Keep in mind this is number of inquiries, not just the number of listing views. Meaning, properties with a video increased the number of quality leads by four times.
If you want buyers to remember your listings and take action, video is the medium to use. 80% of viewers remember what they’ve seen in videos, according to the Online Publishers Association.
Buyers and sellers demand video
The National Association of Realtors found that 73% of homeowners are more likely to list with a realtor offering to do a video, but only 9% of agents actually create listing videos. The realtors using video are at a huge advantage.
Furthermore, 29% of all buyers watched online videos during their home search , compared to the 1% of buyers who found the home they eventually purchased in the newspaper. This also further confirms the sentiment that print advertising is dead.
There is a lack of real estate professionals using video, thus becoming competent in video will give a significant edge over competitors.
Here is an example of a real estate firm, Suzanne & Company, using video well:
Video and email click-through rates
There is direct link between videos in emails and click-through rates. Forrester found that including a video in an email leads to a 200-300% increase in click-through rate.
Most real estate professionals use email, such as email newsletters, as a large part of their marketing scheme. There is a large number of people who delete marketing emails or promotions without even opening them, but including a video will help combat this.
Every listing should have a video component, however, that is not the only way video should be used in a successful real estate marketing strategy.
There was an increase in video usage during 2016, but there is still room for improvement. Video needs to be used to highlight work culture and give potential clients a glimpse into what makes your real estate firm successful.