September 30, 2019

A recent ATTOM Data analysis shows that real estate agents are putting 43% of their advertising budgets towards websites and social media, with an average of 35% going to social media alone.  Mailers and flyers, on the other hand, only comprise 11% of marketing budgets. Brokers, also, are spending more on websites and social media (19%) than on mailers and flyers (9%).  The only category that outshines these digital platforms is purchasing leads.

With websites and social media eclipsing more traditional marketing strategies, how can you maximize your return from these valuable sites?  In other words, how can you stand out in a sea of realtors? With less than 15% of real estate agents using video marketing, adopting a video marketing strategy could be the answer.  

Types of Videos:

-Agent bio videos give you the opportunity to introduce yourself and briefly convey your knowledge of your community and to give potential clients a glimpse into what is important to you, thus allowing you to make a connection before you even meet in person.  

-Listing videos allow you to create a buzz about a property (not all properties will look exceptional on paper, but on video you can highlight the parts of a property that make it stand out).  

-Neighborhood videos can give potential clients a wider view of the community, and also contain evergreen content that you can use over and over again.  

-Finally, testimonial videos add to your credibility as a seller, and can underline the quality of service you give your clients.  

The Numbers:

If you are among those agents or brokers who are looking to maximize your online presence via a website and social media, it is good to consider some statistics from 2018 that underline the importance of video: 

-Cisco reports that 80% of internet traffic in 2019 will be video, and projects a rise to 82% by 2021. (Learn more here.)

-An Aberdeen analysis reports that video marketers report a  66% higher website conversion rate than those without video. (Visit Aberdeen to learn more.)  

-Impact reports that 86% of businesses are using video on their websites, while 77% are using videos on their social media platforms.  (Read the report here.)

The above numbers speak to the fact that video is a powerful tool, and begs the question as to why so few realtors are in the game.  Videos can help you sell yourself and create trust with potential clients, and show them the lengths you are willing to go to in order to represent them, whether they are buyers or sellers.  In fact, Inman reports that 73% of homeowners say they are more likely to list their home with a real estate agent who will create a video for their home than with an agent who doesn’t make that guarantee.


Another piece of the puzzle is ensuring that you are getting a high ROI for your video marketing strategy.  An Impact analysis suggests that, among businesses using video on websites, social media, and in email, 36% are using intermediate to advanced analytical tools, while 13% are using no analytics at all.  Further, “Those using advanced video analytics were twice as likely to report that the returns on their video investments are improving.”  

Considering the above numbers, we can break the video game down into three essential steps:

  1.  Working with professional filmmakers, either in-house or otherwise (or both), create varied, polished productions.  When possible, focus on evergreen content to be reused.

  2. Publish these videos where they will get the most views by your target audience.  This should include your own website, various social media platforms, and any other sites that you and/or your company use.

  3. Analytics.  What is the point of having your productions out in the world if you don’t know how many times they are being watched?  Having an analytics suite that compiles data from a variety of sources is essential. Learn more about that here.


With so many businesses using video marketing, yet relatively few doing so in real estate, video is a great way to set yourself apart from the crowd.  Have a look at this article to learn some tips on how to get started.
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