The Essential Real Estate Video Marketing Guide

Why Video?

Using video for real estate marketing can be a valuable tool that really sets you apart from your competitors. At AceableAgent , we not only want to help you keep your certification up to date, we want to help you succeed and become a better, more successful agent. Now, we know what you’re thinking- “I don’t have a nice camera, or filming or editing equipment.” Don’t you fret, this course is designed to work whether you have a professional camera, or simply a smartphone. Did you know that 73% of clients said they would hire a real estate agent who uses video to market their property, but that only 15% of agents actually use video (2012 NAR Study)? This means that knowing how to create and distribute videos can be a total game changer in your real estate career. You should also know that Google loves videos. If you have a video on one of your website pages, you’re 50% more likely to come up on the first page of a Google search. That’s HUGE if you’re looking to gain traction and help potential clients find you online.

Emotional appeal is one of the driving factors behind most of our buying decisions. Using video as a marketing tactic can help you capture the emotion and feeling of a space and share it with potential buyers far more effectively than photos, floor plans or written descriptions ever could. The right video could be the first step to getting a potential buyer in the door of an open house or viewing. If you’re planning on using AceableAgent to complete your continuing education requirements, we highly recommend taking our extended Video Marketing course. In our full course, you’ll get step-by-step video instruction, examples of what you should and should not do when filming a video, advice on how to frame your shots and more.

When Should I Use Video?

Video content can be useful in a variety of situations. We’re going to cover some of the most common and useful examples, but don’t be afraid to think outside the box! If you think your clients or business could benefit from a video you should feel empowered to make it. Keep in mind: some of these videos will end up being what we call “Evergreen Content” which means they have a long lifeline of relevance. For example, a listing video for a home on the market is only relevant until it's sold, whereas a how-to video on financing your home is always relevant. Keep this in mind when putting together your content, and avoid using time-specific references in content that could be evergreen.

About Us:

About us videos help establish your brand and tell potential clients a little about your business. These can be especially helpful to set you apart on your business' website homepage or social media accounts. This is an example of evergreen content that you can continue using over time.

Testimonials :

Testimonials are fairly quick to film and can do wonders for your credibility as a business. It’s one thing to read a great review, and another thing entirely to watch an actual client sing their praises. Like we mentioned earlier, purchase decisions are made on emotion, and testimonials are a great way to show these emotions and how grateful past clients are for your help. Here's an example of a great testimonial video by Russell Real Estate Group to inspire you! Don't be intimidated- not all testimonials have to be this complex. A simple interview with some shots of the home can be just as effective when done correctly.

How to Videos :

“How to” is one of the most frequently searched YouTube video categories. Think about questions your clients will be asking like “how do I find an inspector”, or “what do I need to do to take out a mortgage.” This not only increases the likelihood that potential clients will come across your video and make their way to your website, it also creates credibility and trust for your brand.

Community or Neighborhood Profiles :

Every real estate agent knows that when you sell a house, you’re also selling the neighborhood. Did you know that people actually start searching for neighborhood information before they start looking at homes they want to buy? Putting together videos that showcase features of the neighborhood like local restaurants and attractions will give buyers a great starting point. It also lets potential leads know that you do business in the neighborhoods they're interested in, so they’ll know they can come to you for a home. Check out this neighborhood profile from Lyon Real Estate for reference.

Listing Videos :

These videos are what probably come to mind first when you think of using video in the real estate world. Showing property videos will give your clients a more realistic idea of what the homes they’re interested in look like, and how the floor plan flows. When filmed correctly, you can also help prospective buyers envision themselves living in the homes you’re marketing, creating that sense of emotion you need to drive a purchase decision.

Recommended Mobile Apps

We put together a whole blog post listing some of our favorite mobile apps for real estate agents. Among that list were multiple video filming and editing apps that you can easily download and use for any and all of your real estate needs. You don’t need expensive programs and equipment to integrate videos into your real estate marketing strategy- a smartphone and the right apps are all you need.

Flipgram :

This free app allows you to create photo slideshows with the touch of a button. This is perfect for putting together property reels to show your clients available real estate options. Additional features include the ability to overlay music, add special effects, adjust the speed and timing of the slideshow and draw directly on the photos for a personal touch. We love the clean layout and easy-to-use formatting of this app.

Hyperlapse :

This app is intended to speed up long videos into bite-sized content pieces. It also has a stabilizing feature to ensure your phone-shot videos look as professional as possible. We love using this app to showcase home and property features and create previews of available real estate. Think of doing a whole house tour in 30 seconds! Hyperlapse is made by Instagram and completely free, so it interacts extremely well with the platform for easy uploads straight from the app to both Instagram and Facebook.

Videolicious :

Videolicious is one of the most useful video editing apps we came across for real estate marketing content. The app allows you to cut and edit video you’ve previously filmed on your phone, record personal messages, and layer audio and video easily with voiceovers and b-roll. Additional features allow you to add titles and captions with the tap of a finger to let your viewers know what property or information they’re looking at. There is one catch: Videolicious has done away with their business and business plus plans. This leaves only the free version of the app which has limited effects and perks, or the option to subscribe to an enterprise version (usually through your brokerage for unlimited user accounts) for a cost that must be determined with a sales associate at the company. The enterprise plan seems to be very personalized and could be a great tool for large groups. There are no mid-level account options for agents who aren’t part of a brokerage with an enterprise account at this time.

Adobe Premiere Clip :

Adobe is well known for being the king of visual software applications with programs like InDesign, Photoshop, and Illustrator, and Adobe Premiere Clip is no exception. This program is free and allows you to easily cut and edit video, add effects, filters, titles, transitions, slo-mo effects, and lighting edits. You can easily upload content directly to social channels from the app or transfer it over to Adobe Premiere Pro for additional features on your desktop.

FilmoraGo :

FilmoraGo is another photo and video editing app with full features. The ability to easily integrate pre-recorded content so you can edit it, add filters, create animated title sequences. You can also change the speed of your video, add themes or filters, and even use a music catalog included on the app to bring your videos to life. Not a video expert? No problem. This app also has a series of pre-set themes that you can use to make sure your videos look professional and ready to show your clients.

What Do I Need to Know to Make a Listing Video?

Pick a day with good lighting

Natural lighting can make or break your shot, especially when you’re working with a smartphone camera. If you’re working with an expensive high-quality camera, you may be able to get some decent shots after sundown, but we generally recommend picking a day with great lighting and sunshine to make your videos.

Use a tripod or a monopod

Having a steady shot is important when you’re working to take professional looking videos. Luckily, there are lots of inexpensive tripods and monopods you can purchase that work with your smartphone or traditional camera.

Get yourself a microphone

If you’re going to be recording yourself or others speaking, consider getting a microphone. This allows for much better sound quality. You can find clip microphones at fairly inexpensive prices online that can work with a traditional camera or your phone. Anything you can do to increase the professional look and feel of your video is well worth the investment

Consider using drones

When you’re taking photos and videos of property, having a drone could be extremely helpful to get full home shots and aerial views of the surrounding neighborhood. While not completely necessary, these kinds of shits can give you a pretty exciting leg-up over your competitors. Keep in mind that some communities have specific laws about drone usage, so be sure to look into the regulations around drones in your area before taking one for a test flight.

Take shots that showcase the property’s best features and the neighborhood

You want to make sure you’re prioritizing the home’s best features in your videos. Have a beautiful and spacious entryway? Place that shot is front and center. Is the bathroom a little small and in need of remodeling? Opt for a shorter clip placed later in the video sequence. Pro tip: always take more footage than you think you’ll need. Some clips may end up getting cut or edited out due to unforeseen problems. The last thing you want is to have to go back for a second filming session.

Switch up your shots

Try to add some interesting shots to your video and avoid repetitive camera movements. For example, if you’re panning from left to right in every shot, your viewer is going to get bored. We have a whole list of shots and explanations on how to use them in our Video Marketing Course. We highly recommend you check it out if you’re looking to master the art of real estate marketing with video.

How Should I Distribute My Video?

You should start by uploading your video to YouTube . To do this, head over to YouTube and create an account. Once your account is created, click the upload button in the top right corner of the page.

Once you select the upload button, you'll end up on the page below. Select the video files you want to upload, or drag and drop them onto the screen.

Your video will then start to load and process. Add in the video title, and a short description of the video in the boxes below. Don't forget to add tags like real estate, testimonial, Dallas real estate, neighborhood profile or any other tags that are relevant to your video. This helps individuals searching YouTube find your video content easier. Once the video is fully processed, click "Publish." There you have it, your video is on YouTube!

Once your video is on YouTube, you can easily share it to your social media channels or through email using the URL web link at the top of that video's page, or by taking advantage of the social share buttons at the bottom of your video. You can even copy the HTML embed code for the video to showcase it on your website or blog.

Where Should I Distribute My Video?

When thinking about how to distribute your video content, it’s best to do a little research into your target audience first. Are most of your clients older adults, young professionals, families? What kind of online platforms do your potential clients use most? You can find this kind of information through research organizations to determine which channels will serve you best. 90% of home buyers and sellers start their search online, so making sure your videos are posted and ready to be found could mean the difference between a lead finding you or not. The following information was gathered by Pew Research Center regarding social media use and habits by demographic and gender.

Don’t forget about YouTube and email too! According to the National Association of Realtors , YouTube is the second largest search engine after Google, who claimed YouTube was also the top video research destination for home buyers. Email is another great way to follow up with current and previous leads as well. Most people get email straight to their phones so this could be another great way to reach your audience. Finding the best ways to distribute your video content can take some trial and error. You know your clients better than anyone, so put yourself in their shoes and think about when, where and how they digest information. For more information on how to use social media to market your real estate business, check out our Social Media course .

Dan Laugharn

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