October 17, 2019

As anyone who spends an extended amount of time on the internet knows, statistics are everywhere.  If you are reading this, you are likely already playing the video game (but don’t worry if you aren’t).   We set out to find some meaningful statistics for you to keep in mind as you keep upping your video presence (or for you to digest if you aren’t already in the video game).  Let’s take a look at what we found, keeping in mind that some stats will be more general while others will be specific to the real estate marketing world. Also, I recommend checking out the linked articles, as there are many more statistics to prove to you that you are doing the right thing by producing and distributing professional quality videos.

-Not all video is created equal, and professional quality is a must:  

     -62% of consumers are more likely to have a negative perception of a brand that published a poor quality video.  (Brightcove)

On this note, there is a big difference between communication and content.  Think of a smartphone video as a form of communication, whereas a professionally-shot video is meaningful content that can bring about results.  

-Get your brand out there in an effective way:  

     -Viewers retain 95% of a brand message when it is delivered via video.  (Infographic Journal)

This is relevant to us for many reasons, but to truly grasp its importance, let’s think of the many jobs that video can do for real estate companies.  We tend to think of listing videos first, but the reality is that there are many other possibilities for video within the real estate landscape: agent bios; branding videos; educational videos for the purpose of agent recruitment and/or retention; community videos; and other possibilities that are unique to a given company.

-You don’t have to be a large company in order to use video effectively: 

     -While larger companies do produce more videos on average, there is no direct correlation between company size and number of videos published.  (ImpactBnd)

This statistic is so important because getting into video can seem pretty daunting at first.  You have to find a filmmaker, haggle for a good price, go through the process of shooting and editing, etc.  Taking that first step, however, can result in great returns for small and large companies alike.

-ROI and conversions are the name of the game:

     -70% of marketers claim video produces more conversions than any other content.          (Vidyard)

     -Incorporating video into a company’s landing page can increase conversions by 80% or more.  (TheMXGroup)

     -76% of businesses who use video believe that it provides a good ROI.  (Wyzowl)

     -63% of marketers say that video gives them the best ROI for social media marketing efforts.  (SmartInsights)

Take the time to check out the articles that are sourced above, as you will find many more intriguing statistics that will point you to the fact that video is as effective a tool as there is.

-Video can help you maximize your reach on social media:

     -Social video generates 1200% more shares than text and images combined.  (Brightcove)

     -93% of businesses say they have gotten a new customer thanks to a video placed on social media.  (SmartInsights)

There is a lot more to consider regarding social media, such as the volume of videos being watched on mobile devices, the fact that a huge number of videos are watched without sound, etc.  What we know is this: having a solid, video-centered social media strategy will allow your brand to spread at a great speed, and that will, in time, result in new business.

-Video keeps your website visitors interested:


      -A Wistia study found that consumers spent on average 2.6x more time on pages with video than on those without video.

This is a simple statistic, and brings to mind a simple question:  if consumers are spending more time on sites with video, exactly which sites are they visiting to see those videos?  The idea is to direct potential clients to your own website and get them to spend their time there, watching your videos.  

-Four real estate-specific statistics to consider:

     -Real estate listings with a video receive 403% more inquiries.  (Inman)

  -73 percent of homeowners say they’re more likely to list with an agent who offers to create a video for them.  (Virtuets)

     -90% of homebuyers report using the internet as their main tool in finding their dream home.  (Inman)

     -Of homebuyers who use video in their search, 86% use it to research a particular community, while 70% use it to tour the inside of homes.  (Virtuets)

The real estate industry still has a long way to go in terms of video, which can actually be a good thing for you.  Though we know how effective video is in general and in real estate specifically, surprisingly few agents and brokerages are implementing a video marketing plan.  This is your chance to set yourself apart by grasping a strategy that we know works. 

In addition to the articles cited above, I would recommend checking out this presentation by Adelie Studios.  If you want to learn more about generating traffic to your website, and thus having a bit of control over the viewer’s experience, learn more about WellcomeMat’s platform and mission here.  Finally, if you are new to video or just want to refresh some of your ideas, have a look here and here.

As always, please feel free to respond with any questions, comments, or ideas, and if you are ready to integrate video into your marketing program, get in touch with us here at WellcomeMat and we will work with you to develop a user-friendly and effective plan.

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