As social media sharing continues to shape the evolution of “word of mouth” marketing, video is quickly becoming the best medium for reaching new clients and driving value for your real estate business.
The perceived challenge is that video is too expensive and time consuming to create, but that is not the case anymore. Using “smart” new editing tools, agents can now create real estate videos that capture attention, motivate buyers, close deals and build their personal brand.
Here are three ways to make a selling impact with real estate video:
Meet the Agent
When property owners start looking for a real estate agent to sell their largest asset, the search begins online and trust is the bottom line. More engaging and personal than a written bio or static photo, introductory profile videos will let agents share their personal style, demonstrate market expertise, establish connections and build trust with potential sellers.
The most effective introduction videos reflect the unique personality of the agent as well as some insight on their approach to a successful real estate business. The key is genuine relatability, not boasting a resume. The main goal for introductory videos is to connect with people on a personal level as a way of establishing trust and nurturing business relationships.
Tour the Property
As digital media consumption habits continue shaping the evolution of marketing, video is becoming the best medium for quickly reaching potential buyers and sellers at scale. Virtual property tours are a necessary element for engaging local markets, showcasing a property, selling a lifestyle, and closing deals.
Agents and buyers generally gravitate toward big, wide angle shots that make properties look spacious, but the details are just as important in highlighting selling points and key features. Show off the character of the property like beautiful custom tile or antique hardware to make the property feel like home. Combine detail shots with wide angled layouts to provide a comprehensive tour of the entire property.
Get to Know the Neighborhood
Help buyers get a better feel for the community and share local knowledge and expertise with an overview of the neighborhood. Point out differentiating features in the community such as nearby schools, parks, restaurants and amenities to give people realistic idea about what it would be like to live in the community where the listing is located.
In an industry where curb appeal is everything, online video is the new must-have for real estate marketing. It won’t be long before branded video becomes standard practice for listing properties. Get ahead of the trend and start creating videos that tell a story and share a lifestyle.
“Video is becoming the most important marketing communication channel for client retention and new client acquisition,” said Dirk Kinley, a top 1% Listing Agent in San Francisco and the Bay Area. “The issue for real estate agents as well as many other businesses is we have two video options: create small amounts of expensive video with limited messaging, or create a handful of suboptimal videos that do not represent the brand properly in the most polished light.”
Magisto for Business is a video creation app for individuals and businesses to quickly create high-quality, marketable videos. Driven by artificial intelligence, the new video creation technology helps agents film, edit and post directly from their smartphone to make a selling impact with real estate video.
About the author: Reid Genauer is the Chief Marketing Officer of Magisto, working at the cross section of creativity and technology to combine data-driven marketing and creative brand building.