If a picture speaks a thousand words, then imagine the power of a video when capturing a real estate project. While video marketing for real estate is undeniably more difficult and costly to produce, it certainly pays off.
From a psychological perspective, here’s why video marketing can be more effective at capturing your target real estate audience:
Research demonstrates that the brain processes visual information up to 60,000 times faster than it does text. Further studies have shown that footage is more engaging and therefore more attention-grabbing, with video clips being more likely to be shared on social media and more likely to increase conversion rates from landing pages. Not to mention, people tend to retain up to 95% of a video’s message versus just 10% of a written message.
With these studies in mind, it is no wonder that more real estate development companies are seeking to harness the power of real estate video marketing on their websites, property listings, and social media pages.
And they’re seeing measurable upsides:
Direct video marketing enables real estate developers to better hone in on their specific audiences, with the option for greater personalization, while generating greater interest and increased profit by selling more of the development themselves. Video marketing by developers can also bring potential buyers directly to the relevant landing page or social media platform to establish valuable, ongoing relationships.
How Does Video Marketing Help Real Estate Businesses?
The way real estate companies interact with potential clients is transformed by the use of video marketing. Through the power of engaging and high-quality video content, real estate professionals can truly showcase their properties from all angles – in a way that still photos or written descriptions simply cannot.
Here are some of the ways that video marketing can help you achieve the goals of each of your real estate marketing videos:
A Comfortable Showcase: A video overview or walkthrough of the property allows interested parties to explore the property from the comfort of their own homes. This way, they get a high-definition look at every feature, with deeper immersion than they would get from static images.
Building Trust: Having high-quality professional videos demonstrates your own commitment to excellence, which helps build trust among your potential clients that you will deliver exceptional experiences and properties.
Perfect for Social Media: Video content is highly shareable, meaning individuals and businesses enjoy creating, finding, looking up, and ultimately sharing video content (over other forms of media) with their audiences on popular platforms like Instagram, YouTube, and Facebook.
Boosting Your SEO: People and businesses aren’t the only enjoyers of video content – search engines love it, too. By utilizing video content across your digital platforms, you can effectively boost your website rankings on search engines, making it easier for your audience to find you online.
Making Personalized Connections: Videos are a great way for businesses to tell a story, too, which is more intimate than a typical sales pitch. Whether marketers choose to tell a story about their property, the neighborhood, or the lifestyle, they can use video content to resonate more deeply with viewers so they’re more likely to engage.
What kind of results does video marketing generate in the real estate industry?
While it’s great to hear about the positive impact of video content on real estate marketing, seeing the numbers that back up these claims will demonstrate just how monumental this marketing strategy can be.
Let’s take a look at some compelling statistics:
Increased inquiries: Compared to property listings without videos, those with videos receive 403% more inquiries. Faster property sales: Properties marketed with video content can sell properties up to 68% faster than those without video content.
Increased engagement: On social media platforms, videos receive 1,200 percent more shares than text and images combined. Improved conversion rates: Up to 80% more conversions can be achieved by including a video on your landing page. Enhanced brand awareness: When a real estate agent uses video, 73% of homeowners say they are more likely to reach out to them to list their property.
10 Video Marketing Ideas That You Should Be Using
Using videos in property listing is becoming a more used and more expected feature by both buyers and sellers. From video tours to aerial drone footage, there are several ways a developer can create a video to guarantee more leads and build trust with potential buyers.
We will examine some real estate video ideas more closely in the section below:=
1. 360-videos
Nothing better illustrates the potential of a development than 360-degree video. Whether for off-plan or unbuilt property developments, this technique places potential buyers and sellers in a virtual world where a custom-built video tour, or interactive tour, can create an emotional connection with a project.
2. Aerial Video
While many companies choose to use rendered imagery for their not-yet-completed visions, Aston Martin opts for rendered video. Cinematic shots lead the viewer in and around the building, during both day and night. There are some especially spectacular aerial shots from above and floor-by-floor shots inside akin to riding an elevator that give a real sense of scale of the project. The Aston Martin driving onto the forecourt is a nice touch, too.
3. Using Video to Highlight Lifestyle
This wonderfully unique approach to real estate video marketing opts not to showcase the residences, instead going for video clips of the lifestyle that accompanies them. Blissfully bucolic, there are shots of rolling hills, whispering leaves, and grapes being caressed on the vine, before drone footage rises to reveal a cyclist gliding through the vines and kayakers paddling on a lake. The company emblem never disappears from the frame, the association with nature so clear you can almost taste the vino.
4. Boomerang Shot
The homepage slow motion in and out shot mirrors the wide-eyed awe of a visitor witnessing the stunning penthouse living space and its spectacular views for the first time. The captivating slo-mo five-second ‘boomerang’ clip (which also loads faster than a regular video) is backed by a link to five-minute documentary-style film, with narration and interviews by the group’s president, architect, and founder detailing the vision behind the project, with behind the scenes and final product shots complemented by footage of the lifestyle the residence affords.
5. Slow Motion Video
It’s all about skiing, spas, and sumptuous feasts at Six Senses Residences, and this real estate video showcases them skilfully. Potential buyers are lured by cinematic, slow motion shots of tumbling snowflakes, snow-capped peaks and drone footage of cable cars and skiers, complemented by the contrasting cosiness of a steaming hot tub, roaring log fire, and seafood sizzling on a hot plate. A tale of two, luxurious worlds in one, under the clever tagline of ‘Welcome to Life at the Top’.
6. Action Videos
A necessarily niche example of real estate video marketing, Escapade Living is aimed solely at motorsports enthusiasts. Brief, teasing shots of contemporary interior spaces and amenities are interrupted by thrilling clips of racing cars from inside and out, with shots of the racetrack from the residence and courtesy of some clever drone footage. The adrenaline-fuelled message roars as loud as a race-car engine to strap in for a helluva experience.
7. Point of View Video
Another super real estate video that hints at what will be, the viewer is welcomed with majestic shots of the luxurious historic stone building, a union flag, and the iconic London Eye before being invited inside OWO London with the captioned question, ‘If these walls could whisper, what stories would they tell?’ The camera then takes a point-of-view approach, curiously peeking around corners, through gaps in marble bannisters, and cracks in polished oak doors, as if trying to overhear a wonderful secret, rather than creating renders.