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Real Estate Videos 10 Tips To Video Marketing Success

Tips For Using Video in Real Estate MarketingIf a picture says 1000 words how many does a video say? 2000? 200,000? 2,000,000? I guess it depends on WHO your target market is. Real estate agents and real estate marketing is traditionally slow to change. Don’t ask me why, I just work here. It’s hard to believe that only 5 short years ago most real estate agents didn’t have a website. Today, when I come across a real estate agent without a website I think “daaaaaaaaaaaaaamn, they still make you?” My name is Stephen Garner. I am a former title rep for a national title insurance company in Phoenix Arizona. I spent 10 years helping real estate agents grow their business.

What was the norm in real estate marketing – postcards, flyers, print real estate publications, billboards and the like are quickly being replaced by websites, SEO, SEM, content marketing and video marketing. Why? Because the consumer – your target audience – has changed or rather “shifted” their behavior – online. Most consumers no longer go to their mailbox or the yellow pages when they have a need, today they go online – to a search engine like Google, YouTube, Yahoo and Bing. [YES, YouTube is a search engine, the#2 search engine actually].  They ask it a question when they are attempting to gather information to make an educated decision – it’s what smart consumers do. It’s what YOU do. Aside from entertainment, consumers typically go to the Internet for 2 reasons

  • Gather Information
  • Solve a Problem

Take a look at the last time you asked a search engine a question and you will most likely realize that you were looking online for one of the reasons above. This is where forward thinking real estate agents, loan officers, title companies, appraisers, contractors need to be. Why? Because this is where your target audience is going to look for you. One of the best ways to grow your real estate business is using video. I know, I have over 100 videos on my YouTube Channel dedicated to real estate marketing.

Recent data by comScore a global leader in measuring the digital world and the preferred source of digital marketing intelligence and comScore Video Metrix® which provides the transparent, end-to-end video measurement shows in May 2011 “176 million U.S. Internet users watched online video content in May for an average of 15.9 hours per viewer. The total U.S. Internet audience engaged in more than 5.6 billion viewing sessions during the course of the month. . .83.3 percent of the U.S. Internet audience viewed online video.. .The duration of the average online content video was 5.2 minutes, while the average online video ad was 0.4 minutes”

Video allows you the opportunity to convey your message, your value, in a way consumers obviously prefer to consume it. Below are some of my tips on how to use video in your real estate marketing or title company marketing or lending or whatever it is that you do.  Forward thinking real estate professionals can use video to educate, delight, entertain, and convert consumers.

10 Tips To Video Marketing Success

 

Topic

Who is your ideal client? Who are your speaking to? Buyers, Sellers, Investors? Where? Phoenix, Los Angeles, New York City? Create video with topics your target audience would look for online. Short Sales, Bank Owned Properties, the buying process in your state, selling process in your state [yes they differ], subdivision info, lifestyle, etc.

Pretty or Not?

Your video does not need to look like a TV commercial. You don’t need an expensive video camera or expensive video editing software. Although I have access to expensive video equipment and ridiculous software like Final Cut Pro, I prefer to use a Kodak Zi8 or my iPhone 4 or even my Mac Book Pro and iMovie 11. 80% of consumers don’t trust conventional advertising, using a “pretty” video could feel more like advertising than informational in nature to some.

Use A Script

While some people can turn on a camera and just go for it [ME], the majority can not. Take the time to create a script or outline on your topic, what you want to cover. Failing to use a script or outline could cost you more time and second guessing your message when it is done. Failing to use a script will also lead to fillers like Um, Uh and rambling on that could confuse your audience.

KISS

If you have spent any time in sales and hopefully you have, you have heard of KISS or Keep It Simple Stupid. The KISS I am referring to is Keep It SHORT Stupid. Today consumers have a very short attention span.  Studies show 20% of viewers drop off after 10 seconds of video and 44% of viewers drop off after 60 seconds of video. You should try and keep your video “short and sweet” to get consumers to the end of your video where the calls to action and conversion can begin. Try and keep your videos around 30 seconds for general informational topics.  Reserve your 5 minute videos for more complex topics or controversial topics that need more explanation. Example: Legal explanations like Short Sale Deficiency, Foreclosure Process in your State or even spotlight on a subdivision including homes for sale, builders, lifestyle etc..  Don’t be afraid to be a little controversial. The Internet is filled with VANILLA explanations of things that consumers YAWN at, Got an opinion? Share it. Not everything needs to be positive, something you see that is WRONG about the real estate industry is great content for a video. Trust me – I know! Wink.

Showcase The PRODUCT

Every video needs a star. So what is yours going to be? Many real estate agents will make videos about themselves and why they are Sooooooo Awesome! And Wonderful and Fantastic and #1 and, did I say Awesome? 3 words: Don’t Do It! Remember, consumers are looking online for 2 reasons – gather information or solve a problem. They are asking Google for “Homes For Sale in Phoenix, 4 bedroom 2 bath homes in Val Vista Lakes, Short Sale Process”, etc. They are not looking for an Awesome Real Estate Agent. At least not yet. The product is a home, condo, subdivision, builder, information or process. Making a video about yourself and why you are so great is a great way to Not Get Your Video Found Online.  Now, a video about you and your value is great to host on your website in the “about me” section where consumers can choose to watch it. Most consumers will look for homes or information online, so make your video about what they are looking for to get your video “found”.

Don’t Play Hide N Seek

Don’t make consumers root around for your video’s. Make them visible to as many consumers as possible. Place them where consumers will look for them or stumble upon them. Not just YouTube, Google, Yahoo, Bing, Vimeo, Vidler but Facebook, Twitter, StumbleUpon, Google + etc.

No Auto play

Not many things bug me more than landing on a webpage with a video that has an auto play.  An auto play is when the video just starts playing, usually at maximum volume “hello, I’m X real estate agent with X and thank you for visiting my website”. This normally results in one of 2 things. A click of the red circle at the top left on a mac or red X in the top right on a PC. Consumers don’t like auto play. Invite consumers to watch your video if they want to with captions like “click to play” or “click me”

Embed

Embed the video in your website and blog posts. Sounds dumb but your would be surprised how many real estate agents go to the trouble of making a video and then do nothing with it other than placing it on a video channel like YouTube, Vimeo or Vidler. Properly optimized web pages with  properly optimized video embedded are 50 times more likely to show up on the first page of Google. Let me say that again – 50 Times! Five – Zero. 

Mobile

Optimize your video to be played on smart phones [iPhone, Droid, HTC etc.] and mobile devices like the iPad, Samsung Galaxy, Dell Latitude, Dell New Streak  etc.. Consumers are constantly on the move and  are increasingly relying on their mobile devices for EVERYTHING— this includes watching video or gathering information – about YOU! And DON’T USE FLASH! Flash is “pretty” but does not offer any value to help you get “found” online because apple products like iPhone’s, iPad’s and iPod’s do not read flash. In addition, Flash offers no SEO value because search engines cannot read it. You will know when you have found a video with flash on a mobile device that doesn’t support it because a chunk of the website [where the video is] will be blank or the video won’t play.

Calls to action

If you are going to go through the trouble of making a video don’t have it end with just a smile. Use compelling calls to action to get your target audience TO DO SOMETHING. Call this number, email this address, click this link, fill put this form, send a smoke signal, morse code, etc..

I know I said 10 but here is a bonus.

PERSONALITY

Have one. No one is going to pay attention to your video for very long [even if they find it] if your are boring. You are on video, it took a lot of balls to get up to this point, now go for it. Raise your voice, use hand gestures, move in and out – be HUMAN. It doesn’t matter how interesting your topic is if you are – NOT.  Keep your audience engaged, use personal stories, experiences and analogies.

 

Forward thinking real estate agents have a unique opportunity right now to grow their business with video. The best part – most of your competitors are not only not doing it right now, they probably won’t. They are too busy or don’t like it or think they look FAT or are waiting for a “good hair day” or whatever. You know you like video, I know I like video and ya know what. . .so does your target audience. The real estate consumer. Don’t worry about what you look like, the consumer wants the information you possess, they don’t much care what you look like.

Why are you still here? Get out there and start making some good quality content your next client is looking for! Ready? GO!

Looking for a website that works to embed your new video’s in? Look no further than WordPress. Check out PRO-Found Marketing, with a combined 35 years of real estate, lending and title experience, we help professionals get FOUND online, we can help you to. Did I mention we will show you how to use your new website, create video, edit, optimize, embed and syndicate it? If Not – I just did.

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Stephen

Hi I'm Stephen Garner, I'm just a guy in the title industry {in Phoenix} trying to change how real estate agents market themselves and their services. To that end, I teach my clients HOW TO leverage sales technologies like WordPress, Content, Video, Camtasia, Final Cut X, iMovie and indexable IDX solutions to convey value and help your ideal client find you online when they are most interested in learning about you and your services. I work for escrows. Hire me!

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  • Andrew Mooers

    Video for real estate is designed to help, inform, save time and gas but not to be a 40 million dollar entertainment piece. To engage, connect their has to be something in it for the real estate buyer for listing information, local community event highlights thinking customer. See the folks in the audience you want to talk to, not scripted, over their heads or one size fits all. Different videos like blog posts written for this niche, that segment.

  • http://mytitleguy.com Stephen Garner

    Thanks for stopping by Andrew. Exactly, you are absolutely correct, on point.