Video in Marketing: The future Real Estate needs to be prepared for

Thanks to the rapid evolution of technology and increasing usage of mobile devices and social media, video content has slowly but steadily overtaken other online content types. It’s almost impossible to believe that just a few years ago, in order to include video content into your marketing strategy you would require a huge budget, while now anyone with a good phone can actually create multiple videos to promote their brand.

Various research predicts that by 2022 video will become the most dominant digital marketing content channel, accounting for 82% of all online traffic.

This is one of the reasons why Real Estate companies’ digital marketing teams have to start incorporating video content into their marketing channels as soon as possible. If they fail to do so, they will simply end up lagging behind their audience’s expectations and will lose potential clients to their competitors.

Video content is no longer just an option, it’s a necessity for successful digital marketing and onboarding.

Videos don’t just bring more impressions on social media channels. They also generate more traffic for your website and improve your overall SEO. With one of the biggest video sharing platforms, YouTube, owned by Google, it is quite obvious that it is all about video content at the moment.

Statistics show that adding a video to your website may increase your chance of showing up first on Google by a whopping 53 times.

Videos also affect SEO because they result in more engagement from their viewers and raise the click-through rates – 2 major factors for Google’s ranking. They are also mostly responsive on all mobile devices, thus allowing you to reach a wider audience and lower your website’s bounce rates.

The average user spends 88% more time on a website with video than they do with any other type of content – Source: Forbes

To take things further, 65% of viewers watch more than ¾ of a video, which definitely beats the time an average reader spends on a text. If you also consider that visual information is processed 60,000 times faster by a human brain and that viewers remember 95% of a message if it’s visual, you really shouldn’t have any doubts about why video content is the best way to go.

Videos captivate their viewers by appealing to a number of senses at the same time, allowing the human brain to receive the information better and easier.

Sales teams also benefit from video content. By appealing to your potential client’s emotions, videos act as a bridge between your brand and your clients, forming a strong foundation of trust and providing them with more confidence to purchase your service. For example, Wyzowl found out that 74% of users who watched an explainer video about a product subsequently bought it, while HubSpot discovered that 65% of business executives visited a marketer’s website after viewing a branded video.

Even your ads will bring in more potential leads if they contain video content in them! The average click-through-rate of video ads is 1.84%, making it the highest CTR of all digital ad formats. For a 15-second non-skippable YouTube video ad the completion rate is 92%. This means that your brand awareness will simply skyrocket if you start incorporating videos into your campaigns.

Another important thing about video content is its ability to be incredibly versatile. From house tour videos to Q&As and client testimonials, you can be as creative as you want to be, without having to allocate a huge budget. More than that, instead of going for professional video production, you should actually opt for a more raw mobile filmed one!

Viewers find unprofessional videos taken with your phone or camera to be much more honest and unique, thus making them more believable.

Last, but definitely not least, videos affect your company’s ROI. As you are no longer required to invest a huge sum of money into production their payoff increases even more. 83% of businesses found video content to provide a good return on investment, while 51% of marketing professionals worldwide found it to have the best ROI out of all the other content categories.

In summary, videos build better brand awareness by attracting more people to your content. They educate your viewers and help to convert them into potential leads. Because of the ability to illustrate your service in a clearer way, videos help your sales team close more deals and bring more money into your company. The result – a loyal database of clients and a more successful business.

Video marketing importance infographic