October 1, 2019

There are many reasons for real estate professionals to adopt a video marketing plan, chief among them being that video can still set you apart from others in the real estate landscape.  In fact, a recent report from <propmodo> shows a glaring disconnect:  73% of homeowners surveyed said they are more likely to list their home with an agent who uses video to showcase listings, but only 9% of agents create such videos.  When buyers and sellers were surveyed, that number went up to 85% wanting to work with an agent who uses video (see here).  


                                      (Graph courtesy of Bold Content)


While those listing videos are paramount to selling homes, there are other types of videos to consider, as well:  client testimonials; agent recruitment; neighborhood videos; agent/broker bios. Check out this article from Realtor.com for more on types of videos and some simple tips to save you time and get you better prepared.


Regardless of the purpose of your video, here are six things to consider to help you get the best ROI:


-Professional-quality footage.

Consider this:  An Impact report states that “62% of consumers are more likely to have a negative perception of a brand that published a poor quality video”.  This should be all you need to hear to convince you to put down your smartphone and hand the video duties over to the professionals.  There are literally thousands of filmmakers out there looking for freelance work, some who specialize in real estate and some who don’t.  Finding a filmmaker is as easy as filling out this form.  When looking for a filmmaker, there are a lot of things to consider.  This article touches on many, from considering a suite of videos to bring costs down to prioritizing evergreen content to be used in a variety of videos.


-Sound.

Everyone has his or her own style, and finding and sticking to that style is important.  As you craft your personal style, there are things to consider. Namely, who is going to watch your videos, and when and where are they going to watch?  According to Inman, over half of web visits are on mobile devices, and it appears as though that number will continue to increase.  Wordstream reports that 90% of Twitter views occur on mobile devices, and also that 85% of videos on Facebook are watched without sound.  Keeping this in mind, it makes sense to focus on the visual aspects of your production. Having good sound, be it music or narration or both, is important, but it is the visual aspect that should take precedence.


-Editing.

Once your videos are shot, your filmmaker will edit and deliver to you a final product.  You want to make sure that you are very clear with what you want throughout the editing process.  You will want to keep any evergreen footage that was taken for use in future films, whether listings, community videos, or otherwise.  Also, this is the stage when your music will be added. Think of something that will draw your viewer in but won’t take the attention away from the video footage itself.  


-Thumbnail.

This might seem unimportant, but we actually think this is a hugely important decision.  Looking through your video footage, find the frame that you want to set as the thumbnail of the video.  This is the absolute first image that your audience will see, so choose something that will stand out. There can often be a tendency to simply choose the first frame of the video, but this is likely not the most dynamic shot from the sequence.  Don’t be afraid to visit other agents’ sites to see some examples of how to be creative in this step.


-Distribution.

Now that you have your edited production in hand, it is time to get it out there for the world to see.  Here at WellcomeMat, we recommend distributing your video to a variety of sites.  We already mentioned Facebook and Twitter, which have a great deal of traffic.  In addition, according to Virtuets, YouTube logs over one billion users a month, and they watch over six billion hours of video.  Along with these and other social sites, you will want to place videos on your personal webpage.  For us, the key is directing traffic to your site. Why? Simple: once a potential buyer is on your site, you have more control over what they see.  According to Forbes, the average viewer will spend 88% more time on a site with video.  Now that your audience is on your site, consider this: according to SmallBizGenius, real estate listings with video receive 403% more inquiries than those that lack video.  One question we hear frequently is how agents, when necessary, can be sure that their videos are MLS-compliant.  For more on this, have a look at our MLS Toolkit blog post from last year.


-Analytics.

You’ve made it this far in the process.  Having created a professional looking and sounding video that captures your audience and having distributed it to the proper platforms, you aren’t quite finished yet.  After all, what is the point of putting all of this time and money into video if you can’t analyze your ROI? You need analytics so you can see where your video is being watched and how frequently.  Now, you can do this site by site, but this becomes an enormous amount of work. Instead, you can work with a platform that will compile statistics for you across your distribution sites (if you also use said platform for distribution).  Yes, that is where WellcomeMat comes in.  Here is an example of data you might receive in your analytics reports:






To learn more about analytics, check out this blog post from last year.


While this is not necessarily a complete guide to real estate video, it is a good place to start.  If you are already using video but are ready to start maximizing your ROI, or if you are new to the game and want to get started, get in touch with us and let us amplify your video presence.  As always, please don’t hesitate to comment on this post and get in on the real estate video marketing conversation.


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