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Real Estate Video Marketing: The Untapped Resource

By Ben Shepardson | December 24, 2018

When it comes to building your real estate business, you need to use as many marketing tools as you can in order to foster growth. One such tool, real estate video marketing, is almost criminally underused in today's realty market.

There's no good reason for overlooking this untapped resource. Especially in light of the impact that video marketing has today -- more than 3 out of every 4 Americans watch videos once a week or more over the internet -- it's more important than ever to incorporate video into your real estate marketing plan.

The Case for Real Estate Video Marketing

In the dark ages of the internet, when connection speeds were slow and using digital marketing meant limiting yourself to capture pages and banner ads, not relying on video made sense. Time is money, and nobody wants to wait for a grainy, low-resolution marketing video to load while you're on dial-up.

But things are much different today. High-speed internet through WiFi and mobile connectivity means streaming HD-quality video is easy. Consumers have embraced video in a major way, as well; in fact, studies show that 100 million people watch internet videos daily. In fact, technology company Cisco projects that more than 80% of consumer internet traffic will be from video by 2020.

Nothing Keeps a Consumer's Attention Better

Marketing your real estate business is all about turning people's heads, and nothing grabs the attention of people like video. In fact, video is hands-down the best tool for getting your message across, especially when compared to just using static text. Research shows that consumers retain about 10% of what they read but 95% of a video's message, making it crystal clear that consumers react much more positively to real estate video marketing than any other types of digital advertising.

This reason alone would be enough to design a video marketing campaign for your real estate business, but there's even more. Producing professional-level marketing video content and then sharing it over the internet puts the maximum number of eyes on that content. The potential audience for video is simply massive -- in fact, video sharing site YouTube is second only to Google when it comes to most global traffic on a daily basis.

Starting a Real Estate Video Marketing Campaign

It's clear that you can't afford to ignore video marketing when it comes to promoting your real estate business. Luckily, with the prevalence of HD-quality video recording capabilities in just about every mobile device on the market, all you need to begin shooting marketing videos for your realty business is someone else to hold your phone steady.

Content is easy. You can record everything you do on a daily basis as a realtor, from open houses and walk-throughs to any other type of presentation. Real estate professionals are excellent communicators. Harnessing those expert communication skills and transferring them to video creation will make your real estate video marketing campaign just that much more effective.

The Finishing Touches

Professional-level video marketing isn't always about high production values. You don't necessarily need fancy graphics or animations to put the finishing touches on your real estate video marketing content, especially if you're speaking extemporaneously while providing a virtual tour of a property, for example.

Simply uploading the video to YouTube and then sharing it across your social media outlets is often more than enough to get the ball rolling. This is one of the most valuable aspects of video marketing -- it takes next to nothing to get started. Once you begin, you'll see some positive results almost immediately -- and you'll see just how effective video marketing will be when it comes to building your real estate business.

Ben Shepardson is a Realty Biz News Contributing Writer and has a long track record of success in online marketing and web development. While pursuing a bachelor’s degree in Computer Information Systems, he worked doing enterprise-level SEO and started an online business offering web development services to small business customers.
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