In this day and age, every single company has to fight for gaining and maintaining a presence on the internet. Entities in the Real Estate sector are no exception to the rule. It has been proven that Video is an indispensable tool (maybe the most powerful one?) to win this battle. To the average novice content creator, it may feel unattainable.
But here is the good news: thanks to the increasing performance of our smartphones (hardware) and newly emerging software, video creation and sharing are becoming the norm, not the exception. With a bit of time and effort invested, you can start making videos to promote your business and boost your sales. Here are 6 reasons why your real estate business needs videos.
- Video is shareable on every social media
- Video is sharable on smartphones
- Video catches people’s attention
- Video have a high pedagogical potential
- Video ceates a more genuine link between you and your clients
- Video does not sound the death knell for regular visits
1. Video is a perfect match with Social Media
Every social network is currently placing a strong emphasis on video-related solutions. Whether it is Facebook, Instagram, Twitter, TikTok which is entirely dedicated to it, or Snapchat, all of them regularly launch new video-related features. The famous video platform YouTube is nowadays the second most used search platform in the world behind Google. And precisely, Google is valorizing the use of videos by promoting videos from YouTube in its search engine.
As you can understand, video has become an inevitable part of the Internet landscape, and this is offering two main advantages.
Firstly, it means that one single video can be shared on any social media with (more or less) the same format, enabling you to expand your marketing scale easily and to reach as many potential customers as you can. (More to come on the subject of specific formats)
Secondly, you are investing your time in what is probably the future of the internet. People are already consuming a lot of videos every day and this trend has been increasing for years. In fact, 82% of Twitter (originally a text platform) users principally watch video content on it and one-third of the global online activity is already spent watching videos (according to this study).
Results are already proven and the gap between businesses using video and those who are not is growing. A study found out that the average user spends 88% more time on a web platform with a video, resulting in a growth of revenues 49% faster for marketers who use videos compared to non-video users. In the real estate sector, a study by Realtor® showed that 51% of buyers use YouTube as their number one destination for research… Still, doubting?
2. Videos are crucial for the Smartphone market
According to GlobalWebIndex, 50.1% of time spent on the Internet is spent on mobile phones and the way technology is improving, this number might grow even more. That means a significant share of your views will be on smartphones.
That being said, smartphones have one major issue: they absolutely do not favor reading. People tend to use smartphones as a distraction so they mostly will not read long texts and prefer a short and catchy video to along and boring content.
Using videos for your real estate company is a way to include these people by associating your property with entertainment and giving a positive image of your brand to potential customers’ minds.
3. Videos draw attention
Social Networks have understood this very well: videos are keeping the user longer on screen. Imagine: it has been shown that people spent on average 2.6x more time on pages with videos than pages without (according to this study).
Implementing video to your website or to your social media helps people to stay and grab as much information as possible. In other words, you will remain attractive by offering them tangible properties rather than promises.
So, video is a great marketing argument to stand out from the crowd. It helps you create personal content allowing your customers to visit their dream house without moving from their couch!
4. Video for a maximum of information in a minimum of time
Thus, videos are attracting people’s emotions but not only: they also get their memory working. As soon as 1969, a long time before the creation of the Internet, R.V. Wiman and W.C.Meierhenry showed that people remember 10% of what they read, 20% of what they hear, 30% of what they see, and 50% of what they see (and hear). It’s simple: Video is powerful. It catches the users’ memory by appealing to almost all their senses, making it not only information but also an entire experience they will remember.
In the field of education, video is being implemented in teachers’ toolbox thanks to its pedagogical value. In 2005, a study showed that “Students in the e-learning environment that provided interactive video achieved significantly better learning performance and a higher level of learner satisfaction than those in other settings.”
The thing is that we spend our lives learning (and not only as students). In the end, rightly-made videos enable you to teach people about you and your business so they do not forget you. Once people remember you, people will eventually become customers.
Remember: the first step of selling is to leave a mark on your customers with a property (whether they finally buy this one or another in the near future). The best way to do it is by showing them a maximum of goods (->thanks to videos).
5. Video makes your business trustworthy and authentic
Trust in business is primordial, especially considering how expensive the purchasing of a property is. Well, video is the perfect means to bring your business into life… but also to give it the authenticity that people crave. Hence, your video should not have “sale for only purpose”, its first goal is simple: be as appealing and connected as possible. People need to first enjoy seeing properties they are selling then remember when they need to purchase one.
So video is great for the corporate image of your brand, not only to get well-known but also to get associated with a wholesome image.
Video is like the modern version of storytelling. You need to generate affection toward your ‘personae’ and video is the most efficient way to do this online. By “being real” on the internet, you convey humanity behind your screen. You are no longer a profit-making machine but a human-based business trying to help your customers to find the right property.
6. Video, the cheap tool for efficient Real Estate business
Whatever the size of your business, wherever you are, most people will always need to visit properties themselves before investing that amount of money. Video is more of diversification and improvement rather than a replacement (think about evolution rather than revolution).
That means video and real estate are compatible despite the (relatively) small share of agents using it. It enhances your productivity, allowing people to previsualize your property and only visit the ones which really please them. It enhances your marketing strategy, so you are present and visible on every social media. Finally, it modernizes your offer: even during the pandemic outbreak, you are able to promote actively sell your properties and exist to the eye of your audience.
In addition to all these advantages, nowadays, with a bit of research, you will find cost-efficient ways to create video content (you have come to the right place 🙂
Video is a precious commercial asset you do not want to miss. With only one well-made video, you could start generating interest seen simultaneously on Facebook, Instagram, Twitter, YouTube (among others…) People are surrounded by incredible volumes of information, and still… Video remains a way to gain their attention and effectively convey your message. This will not last forever.
Start today: try bringing personal and genuine video content to otherwise your social platforms. This is the first step to gaining trust and contracts.