A real estate video marketing strategy doesn’t just involve smiling at the camera while promoting your agency. You also need to be equipped with the necessary equipment to record clips with good audio and video quality, resources to help you design, write and record videos, and the right people to support you.
It might sound over the top, but if you learn how to develop a real estate video marketing strategy from start to finish, you have a good chance of becoming a good video marketer. To help you in this process, we have decided to take you step by step in planning and implementing your real estate video marketing strategy.
Define the goal of the real estate video marketing strategy
As in all marketing activities, this too begins with defining what you want to achieve and how to get it.
> Define which audience you want to reach
Start by asking yourself some questions: Who are your buyers? What kind of content are they interested in? How can you reach them with your videos? To answer these questions, interact with your audience in your brainstorming sessions to ensure that every idea you generate for your videos will be enjoyed by your audience. Remember, though, that not every video you produce will necessarily appeal to every member of your audience, so consider videos that will appeal to as many people as possible.
For example, you may specialize in over 40s, but still a small portion of your business may come from Millennials. If so, you’ll need to start creating different, audience demographic-oriented videos to promote your brand and get leads from both audiences.
Creating eye-catching videos for each of your buyers can take time, but recording clips that don’t appeal to your core audience will be a waste of time and energy.
If you can’t think of any intriguing video ideas, talk to your leads directly to figure out what they really want from your videos.
> Determine the result you want to achieve
Many real estate agents have decided to aim for an increase in the click-through rate (CTR) on their websites and thus increase their website lead conversions with their real estate video marketing strategy. Whatever you want to achieve with your videos, be sure to define your goals well before recording them. If not, you won’t know which metrics and stats to check to understand if and how your videos affect your lead generation skills.
> Get an idea of what a successful video marketing strategy looks like
In addition to defining which stats to improve, you also need to know if your efforts are too much or too little. For example, if 5 videos generate 1000 views in a month, do you think this is a success for your marketing goals? Have any of those who viewed your videos become new customers?
Without knowing what to do with your video performance, you will have no idea how you will have spent your time planning, recording and editing your videos.
Get the materials needed to create a video
Once your plans and goals have been defined, you need to have the right material on hand to produce your clips.
> Get the software to edit the video
Unlike the software you use on a daily basis (such as management or CRM), video marketing software needs more practice. Before choosing your software, experiment with several of these until you find the one that best suits your needs and abilities.
It might happen that you film videos where you talk directly to a camera and manage to do a “good first”, which means you don’t have to edit the video once it’s recorded, but these situations don’t happen very often. Precisely for this reason having the right software that allows you to make adjustments to your videos (such as inserting writings and calls to action) means being able to obtain semi-professional videos.
> Buy a quality camera
Smartphones have cameras of remarkable quality, but they look bad in comparison to the cameras on the market.
Plan your first real estate marketing videos
This is the time where you need to sit down and develop a plan for each video and finally put these plans into action.
> Find the right people to help you
Whether it’s a friend or an outside agency, you’ll probably need some assistance in producing your videos. In case you need to ask a friend for help, make sure your calendars get along, if instead you already refer to an external company, then there will be no problem.
> Develop a long list of topics for your videos
As for the content creation process, your primary responsibility is only to get as many ideas as possible. Over time you will be able to segment all your ideas and then make even more specific divisions.
For example, if you need to create videos of giving financial advice to your buyers, think about specific ways buyers can improve their finances, such as by saving money on furnishing a property.
Each of these tips can become one of a longer series of videos to help your audience save money to buy a house.
> Makeup stories and write texts for your videos
“I’m not a writer” and “I’m not a creative person” are two of the most commonly used phrases among professionals in sectors such as real estate. We grant you that you may not consider yourself an artist, however, there are countless resources that can help you learn how to proofread your videos in no time.
Your every story and text should answer this question: How can I provide clear and sufficient value to my audience within my video? Regardless of whether you produce multiple video tips or promotional videos, always keep this question in mind and you will surely produce a video that will bring your users first to your website, and then to your management system.
In the more general content marketing strategy, a real estate video marketing strategy cannot be missing. The interaction and engaging generated by videos have few rivals, do not neglect them and you will benefit from their advantages.