December 11, 2019

They say that location is everything in real estate.  In terms of real estate video marketing, distribution is the key.  Here in The Neighborhood (the WellcomeMat blog world), we have tackled various topics in the last few months:  getting started with video; optimizing video for social; aligning video marketing with current trends; anatomy of a successful video; optimizing for mobile; and so on.  In today’s post, we will once again focus our attention to the post-production phase of the video game. By now, we all know the value of video, and furthermore, the high value of professional video.  So, now that you have this great production, it is essential that you send it out to the world via the appropriate media. So, let’s take a look at a few ideas.

First, as everyone knows, YouTube gets an amazing number of views.  Consider this:

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That’s a lot of hours of video.  At WellcomeMat, we absolutely believe that leveraging your videos on YouTube is an effective strategy.  However, it is not the end all, be all of video marketing. Sure, as you look at statistics out there, you will see the insane number of videos posted per day, number of hours watched per day, and the like.  However, if you are using YouTube heavily, there are some questions you should ask yourself. First, how are you analyzing the views you are getting on the site? Are those views simply clicks or are they full views?  Are the viewers continuing on to your site, or are they hanging around YouTube to see what comes on next? How much ad revenue are you spending with YouTube?  

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Again, I’m not knocking YouTube at all:  there is no question that, used cleverly, it will get your videos on screens.  It is an essential part to any real estate video marketing plan, but it is just that:  a part (we will look at this a bit more later in the article).

Next, let’s look at the social media sites:  specifically, let’s have a look at Twitter, Facebook, Instagram, and LinkedIn.

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Though similar, each of these platforms has a slightly different audience.  With distribution being the key, and a wide range of audience the goal, we recommend using each of these platforms in your marketing plan.  When targeting clients on social sites, there are a few things to remember. For instance, many of your viewers will be visiting on mobile devices, and that often means watching in public and/or while multitasking.  This can bring on its own set of challenges. Have a look here for an article discussing video optimization for mobile and here for a more general article dealing with optimizing your video for social media platforms.  Finally, for a more Instagram-specific article, check this out.  In the social realm, are you paying for ads?  If so, how are you measuring their effectiveness?  Are you keeping track of ad spend and calculating your ROI on that ad spend?  It is ok to answer yes to any or all of those questions. If you did answer yes, though, it is key to make sure that you are getting the value you are paying for.  It may seem like a no-brainer to pay for ads on the sites where your videos are featured, but it is also likely that there could be more financially-beneficial alternatives.

So far, we’ve pinpointed YouTube as an essential ingredient in your real estate video marketing recipe.  Then, we took a quick look at social media sites collectively (I recommend checking out the articles above for far more specific information).  There are also premium distribution sites that are geared to real estate, such as Zillow, PropGoLuxury, and the like. If these are relevant to your goals, they should be a part of your distribution plan.  

Now, let’s go back to YouTube, as I mentioned that it should be a part, but only a part, of your video marketing strategy.  If you take a look at the first graphic above, you note that it is entitled “The High Cost of Free”.  So, why is that?  At WellcomeMat, we conducted a study of clients with over 40,000 active videos.  What we found was staggering in terms of audience engagement. On YouTube, clients could expect to have less that 1% of viewers actually click through to their own website.  Again, YouTube is great for getting your videos out there and for generating views, but what then?

Here’s what:  it is that click-through to your own site that is the key ingredient.  In the third image above, in addition to social platforms, it states that you must “use a blended distribution strategy to capture your full audience across social media and your own website.”  There it is: “and your own website”. All of the venues mentioned thus far are incredibly valuable: YouTube, Facebook, Twitter, Instagram, LinkedIn, premium distribution sites. There are others, as well.  That said, it is on your own website where you will ultimately have a captive audience, and that is where the magic happens. At WellcomeMat, we’ve had two findings that are relevant here: first, users who find videos on your site will visit 450% more pages while there; and second, video increases website visit session times by 579%.  Knowing that, it seems obvious that hosting videos on your website is a must.

So, the name of the distribution game is variety.  As Mike Cuevas states in this article, the key to distributing your content “is taking on a multi channel approach”.  Before we finish up, let’s talk about analytics.  Using all of these different channels allows you to reach the widest audience, but how do you know who is watching, where they are watching, if they are watching entire videos, etc.?  Furthermore, how do you know that you are truly getting the best possible ROI on your video marketing program? Have a look at this Analytics blog post to get an idea of what WellcomeMat’s analytics suite provides our users.

The name of the game is to leverage your videos, be they listing videos, bios, community videos, testimonials, or otherwise, to reach the largest possible audience.  By combining YouTube, social sites, and your proper website, you can put together a strong video marketing program. As always, if WellcomeMat can be of service, or if you have any comments to add to the discussion, please don’t hesitate to get in touch. 

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