Real estate videos are a great tool to help you generate more leads and boost sales. In fact, Animoto says real estate listings with video get 403% more enquiries. It’s hardly surprising then that video is predicted to become the most popular form of marketing by 2022. So much so that it’s estimated that it will make up 82% of all traffic online.

In this blog, we’ll discuss how to make real estate videos a key component in your digital marketing strategy.

Table of Contents

1. What does Real Estate video marketing do?

2. Profile videos to increase brand awareness

3. Video testimonials to build trust

4. Real estate videos of your property listings

5. How-to or educational real estate videos

6. Animated real estate videos

7. Live real estate videos

8. Conclusion

1. What do real estate videos do?

The answer to this question is pretty simple. They're a popular marketing tool that uses video to promote property listings. It can help a real estate business increase engagement with customers, educate consumers and reach a wider audience. There are many different types of videos that can be created for this purpose. Let’s discuss 6 of them.

2. Profile videos to increase brand awareness

Brand awareness is the degree of customer recognition of your brand. Profile videos give you the opportunity to boost brand awareness to your target audience. They do this by communicating who you are, the services you offer and the value you provide. To be effective, profile videos must be emotive and resonate with prospective customers. They need to be of high quality and compelling enough to generate enquiries and bring in sales.

3. Video testimonials to build trust

Video testimonials are a great way for existing customers to share their experience with your brand. They are renowned for building trust and credibility. They are also a highly impactful form of content marketing if one considers the following statistics provided by Boast:

• 72% of consumers say positive testimonials and reviews increase their trust in a business

• 70% of people trust reviews and recommendations from strangers

• 88% of consumers say reviews influence their online purchasing decisions

• 88% of consumers trust online testimonials and reviews as much as recommendations from friends or family

• 97% of B2B customers cited testimonials and peer recommendations as the most reliable type of content

Customer testimonials in the context of the real estate sector are incredibly important. Homebuyers are trusting you to help them choose their future home. To do this, they need to feel secure and protected and testimonial videos offer this assurance.

Tips to creating testimonial videos that make an impression:

• Ensure the videos feel emotive and not staged.

• Film your clients in a setting that makes them feel comfortable and relaxed.

• Don’t use scripts. Let customers express themselves in a way that’s true to their personal experience.

Remember, the more real your video is, the more credible it feels, the higher the engagement.

4. Real estate videos of your property listings

It’s safe to assume that you have access to a pool of high-quality photographs of your property listings. Don’t leave them to become a wasted resource. Use the photographs to create videos to help you better sell your real estate. Consider video house tours to showcase individual properties virtually. Take videos of in-demand neighbourhoods and include information about schools, shops, transportation, culture, activities, parks, weather, etc.

What should a listing video include at a minimum?

• overview of the property

• a look at (or guided tour of) its rooms

• showcase unique property features,

• property address, size and

• agent contact details.

5. How-to or educational real estate videos

Google tells us that “How-to” videos earn the most attention of any content category on YouTube, even more than music or gaming. 80% of Gen Z teens find that YouTube helped them become more knowledgeable, while 1 in 3 baby boomers use it to find out about a product or a service. This means that across all generations, video is mostly used as a learning tool. So regardless of how varied your company’s target audience is, it's likely they're looking to you to answer the questions they're asking. How do you respond then?

• “Create short, educational videos on common real estate topics and questions. These short, video snippets let viewers learn at their own pace and extend your reach to a much broader audience through social media.

• Use how-to videos to share your “personal tricks and advice on some of the complicated topics in real estate (think “how-to select a real estate agent,” “how-to read an inspection report” and “what to do when your appraisal comes back low”).

• Also include the phrase “how-to” in your video title to improve your rank in search engine results pages.” (Paradym)

6. Real estate videos with animation

Animated videos, and in particular explainer videos, have become popular amongst real estate professionals looking to break down the complexities of buying a home. According to Animation Explainers, “property animated explainer videos are used by real estate agents to increase their chances of success in making sales or conversions on property-related deals. Typically, they are a 60 to 90 second video featuring a particular agency’s services or describing property-related topics using animation. Real estate videos are usually used in social media content, online advertising, and on the agency’s website.”

7. Live real estate videos

Continuing the trend on the importance of human touch in marketing, live real estate videos have become increasingly popular in the past few years. Today, almost all of the top social media platforms offer lived video tools for companies and users to explore. Why? Here are some of the stats:

• Facebook users are 4x more likely to watch live streams than recorded videos. (Sprout Social)

• Live videos allow your viewers to feel that they are having a direct conversation or interacting with you in real-time.

• They are more personalised and authentic than anything you can prerecord.

• Viewers spend up to 8.1x longer with live video than with video-on-demand.

8. Conclusion

If you’re a real estate professional, it’s clear that video creation requires a unique strategy of its own. If implemented properly, it can help you improve engagement with your target audience, generate more leads and boost sales.