Every real estate agent I know is looking for an edge over the competition and a way to multiply their presence, so they can show more prospects the latest listings in the most favorable light. Video marketing is that edge. But using video, which offers much more functionality and depth than many other strategies, surprisingly, has not gained much traction among agents. According to the latest survey by the National Association of Realtors (NAR), while about 66 percent of the agents surveyed have a personal website to promote their listings, only 4 percent of agents post videos of their listings on their sites and major video portals such as YouTube. Even on official listing or company sites, only 14 percent of agents are using video to sell their properties. Yet, 90 percent of the buyers who are searching for a home online say they seek out video listings first, a spokesman for the NAR told the Chicago Tribune. Ground-Floor Opportunity for Video-Savvy Agents You don’t have to be a genius to see that these statistics have uncovered a great selling opportunity for any real estate agent that makes a commitment to learn how to use video to promote his or her listings and brand! Let’s talk a little bit about what type of video themes successful agents are creating to market themselves and their listings. Here are three themes that have yielded great results for innovative agents, according to various real estate experts.
1. The Informational Video When you think of this model, think of an info commercial you see running late at night or on a Sunday morning. It’s a soft sell all the way. But it offers the real estate prospect tons of basic information about buying or selling a house in simple English, which helps the prospect trust the agent. The narrator is the agent and the length of the video usually runs from three to four minutes. This is long for a video. Most of the themes are shorter.
2. The Testimonial Video This is a very popular and effective video marketing theme. It is easy to put together and can be naturally scripted with a few notes. It comprises of an agent introducing one of her satisfied clients inside or in front of their new home. The focus then goes to the happy buyer who tells about his buying experience and often recounts the entire process - praising the agent along the way. You may think that such unabashed cheerleading is a bit too much, but some agents say that such video testimonials are golden! The length should be no longer than three minutes.
3. The Data-Driven Video On the face of it, this video may seem a little dry. But when done properly, it is very effective. In the video, the agent focuses on recent property sales in the area and neighborhoods where they operate. An agent can also use it to showcase current interest-rate lending trends, using this data for a strong call to action. Real estate jargon should be avoided at all costs in such video presentations, and if you must use it, be sure to translate it into plain English your prospect can easily understand.
If you would like a refresher on some of the other video posts you can check them out now: