10 Ideas for Creating Actual Property Video Advertisements
Did you know that 73 percent of sellers prefer to work with agencies that use real estate video marketing? Whether it's a property walkthrough or a question and answer session, sellers expect their agents to use video marketing to reach the right buyers and sell their properties.
For real estate agents, this demand presents some challenges. How do you create a compelling real estate video to impress both sellers and buyers, and how do you track the performance of a video for your marketing purposes?
Fortunately, it's not as difficult as it seems. While real estate videos serve a unique purpose, they are similar to regular marketing videos in many ways. So don't let them intimidate you.
Let's take a closer look at why real estate videos are worth the effort and how to incorporate them into your overall video marketing strategy.
Why Should You Create Real Estate Video Ads?
Real estate videos do two things: they attract buyers to your listing, and they encourage potential sellers to choose your agency over your competitors.
Is it worth the effort when you can create social media ads or optimize your listings? Perhaps, given the current market, you think this is going to be a waste of resources. Let's look at what the numbers say.
- Forty-six percent of buyers consider video tours to be the most influential piece of content on an agency's website.
- Entries with embedded videos are 53 times more likely than entries without embedded videos on Google.
- Real estate videos attract up to 403 percent more visitors than other content.
- Real estate videos give you around 60 percent more qualified leads.
- A caring personality is one of the main reasons salespeople choose a particular agent or agency. This is easier to share in a video than in a picture or article, for example.
Additionally, 84 percent of video marketers feel like we've generated more leads thanks to video marketing, and 94 percent of us use videos to learn more about the products we buy.
Take that away? Try real estate video marketing to drive traffic to your listings and impress your sellers.
Before we dive into strategies, let's cover the basics.
What equipment do you need to create real estate video ads?
You don't have to spend a fortune on top-notch lighting, props, or cameras. However, you still need some recording equipment before you can start recording your first real estate video. How much you spend depends on your marketing budget. However, let's break down the basics.
First of all, you need a camera that can record in 4K or HD to ensure that the videos are high quality and not blurry or pixelated. A smartphone works too.
When you choose a camera, make sure it can capture both high quality video and pictures. Before the day of shooting, practice taking photos with the camera to make sure you're getting the most out of your equipment.
With a smartphone? Attach a wide-angle camera lens. This allows you to shoot larger scenes while minimizing glare and improving image quality. This is what the lens looks like:
Lenses like this, as shown above, are inexpensive and widely available.
Do you want to give everything You can always buy a drone for 360 aerial photography. However, in most areas, you will likely need a permit to fly a drone. So keep that in mind.
Next you need lighting filters. Use a neutral density filter for outdoors and get a pocket-sized LED light that you can plug into the camera (or smartphone) for filming in poorly lit areas.
Have you sorted the lighting? Now you need a microphone. You can buy either a microphone attachment for your smartphone or a portable microphone to connect to any camera device.
You also need editing software. Check out tools like Adobe Premiere Pro and Final Cut Pro X for professional editing assistance. They'll likely pay for a subscription, but they are easy to master and you'll produce the sharpest, professional videos that way. Alternatively, you can outsource the processing to a freelancer.
After all, you will likely need a stabilizer like a selfie stick or gimbal. These tools keep your camera steady and minimize camera shake when walking around a property.
10 Tips for Successful Real Estate Video Ads
A real estate video is about making a good first impression. You want to bring the property to life, connect with potential buyers and ultimately use your professional marketing skills to stand out from other realtors.
To make sure your content achieves these goals, here are ten tips for creating the highest quality real estate video ads.
1. Know your real estate video ad budget
Realize what video marketing you can afford. Not sure how to allocate your budget? Let me give you a few pointers.
First, consider your target audience. It's worth watching real estate videos in the price range of your listing to see how your efforts compare to your competitors' video ads.
Next, think about how much you will spend on actual advertising for your videos. From social media ads to targeted email marketing, the costs can add up in the end. To improve economics, you can convert your real estate videos to digital ads so you can double your content output without spending more money.
Also, take the time to research paid ad strategies or hire a digital marketing consultant to take care of budget, targeting, and testing.
2. Plan your angle in advance
A great real estate video doesn't just happen. It takes planning. Remember, you are trying to tell a story. So you have to spend time thinking about what story you want to tell.
For example, determine what equipment you need, whether you want to hire actors to play roles, and what time of day or night you want to film. Want to sell your own real estate knowledge or help a buyer fall in love with an unusual property?
Depending on the seller, you may also need their approval before you start filming or sending the video to prospects. So take into account the time to adjust your point of view and make changes as needed.
3. Keep your real estate video ad short and sweet
The length of your real estate video will depend on where you are marketing it. For example, according to HubSpot, popular Twitter videos last an average of 43 seconds, while popular YouTube videos run a little longer at two minutes.
A real estate video can take up to six minutes, but it is not always advisable to fill that time. Why? People have short attention spans. Don't risk losing a potential buyer's attention just for adding 30 or 40 seconds of filler to your video.
For example, here is a video for a property listed by Douglas Elliman. It's a little over 90 seconds long, but visually pleasing and covers every nook and cranny a potential buyer needs to see without the added fluff:
4. Script the video
According to a study by Vimeo, great real estate videos tend to follow a three-act story structure.
- Act one: Give a clear front view of the property and some clips of the neighborhood.
- Second act: This part focuses on the presentation of each room. Start with the main equipment rooms before moving on to the smaller rooms.
- Act three: End the video ad with an exterior view of the property. If you are using drone material, place it here.
Remember you are telling a story. So following a traditional story structure works!
5. Offer a dedicated home tour
If you want to make sure that a prospect watches your video all the way through, keep it engaging. Be enthusiastic. Show people why you love the property and inspire potential buyers to imagine how they live in the property.
Focus on the possibilities. What could really make this property special for the right buyer? How could the property be flexible over time? For example, a bedroom on the first floor can now be an office and later a bedroom for an aging parent or partner. A basement can be a game room, suite-in-law, or home gym. Drive home as the property can meet your needs over time.
6. Focus on special or unique features
Regardless of the price range, every property offers a special, unique or at least fascinating feature.
Maybe the building has a cool history, or there is a custom-made marble top in the kitchen. Or maybe it's only been the first house in the area to hit the market for a long time.
To identify unique features, ask the buyer what changes they have made since purchasing the home. If it is an older property, check whether important features such as original wooden floors have been retained.
Features can be anything from double sinks to fully landscaped gardens. So look for the little quirks that make the property unique compared to similar properties.
For example, in Montecito this property has a wine rack:
Plus, it has a hot tub:
Including these features in the video highlights the unique aspects of this home.
7. Show the neighborhood
A property is great to showcase, but what's going on around it? Add a few clips of the area, even if you're just zooming out to capture the block of flats and some nearby amenities. Make sure you include all of the famous landmarks, fun events, schools, and even sidewalks.
Is the neighborhood a bit shabby or possibly gross? An aerial photograph may work best so you don't focus too much on the finer details.
8. Sell the lifestyle
When you're looking for property, it's not just about the device. It's about the life the buyer will lead if he lives there. For example, if you're near the beach or a park, talk about the family-friendly vibe. Are you near shops, restaurants, and cafes? Highlight the walkable, cosmopolitan lifestyle.
Also use the property to sell the lifestyle. For example, when you return to the Montecito estate, the landscaping exudes seriously chilled, secluded vibes:
9. Interview neighbors
People make neighborhoods. Who better to tell you what a neighborhood really is like than its residents? Try to get a testimonial or two to add authenticity and personality to your real estate videos.
Try to find residents who have lived there for a few years unless it's a new neighborhood. Otherwise, potential buyers might wonder why people don't stay there long!
10. Use interactive elements
From CTA buttons to clickable links, interactive elements will help bring your videos to life. Use your editing software to add a CTA inviting people to book a show or add a link to a page where buyers can learn more about the listing and the services you offer.
Remember, real estate videos are a marketing tool. Use them effectively and treat them like a YouTube video or digital ad.
Measure the success of your real estate video ads
You filmed your real estate video and ran some ads. How do you know if it will work for you? You can find the answer in your metrics. Here are five key metrics to keep track of when trying to measure your success rate.
- Show number: Your view count tells you how many people saw your video!
- Engagement: Video engagement levels indicate whether people are viewing your video in full or are no longer viewing it.
- Click rate: Do you want to know if people are interacting with your video and clicking these links and buttons? Check the click rate.
- Conversions: Your conversions show you whether people are taking the action they want, such as: B. book a show or sign up for a newsletter.
- Social media shares: Do people share your videos on social media? It is a good sign when it does. So keep track of your social media shares.
To get this data, either integrate your videos with your usual marketing platform to track metrics, or use a dedicated video analytics platform like Vidyard.
Conclusion
Video ads bring a whole new dimension to real estate marketing. With the right editing tools, a keen eye for detail, and a certain amount of enthusiasm, you can bring your property to life or show potential clients why you are the best choice.
There is one final point to remember. You can record a clear, engaging, and professional real estate video with just a smartphone.
You don't have to indulge yourself to create successful video ads unless it's within your budget!
Need More Help With Marketing? Check out my advisory services.
Have you already created a property video ad for a listing? How did it go?
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