10 Real Estate Video Marketing Ideas To Help You Grow Your Business
Image courtesy of Gili Gede House by Blackhaus
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, hereโs 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 videoโs 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 theyโre 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?
Using video marketing is a transformative approach to the way real estate businesses engage with their potential clients. Through the power of engaging and high-quality video content, real estate professionals can truly showcase their properties from all angles โ 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 arenโt the only enjoyers of video content โ 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 theyโre more likely to engage.
What kind of results does video marketing generate in the real estate industry?
While itโs 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.
Letโs take a look at some compelling statistics:
Increased inquiries: Property listings with videos receive 403% more inquiries than those without videos.
Faster property sales: Properties marketed with video content can sell properties up to 68% faster than those without video content.
Higher engagement: Videos generate 1,200% more shares than text and images combined on social media platforms.
Improved conversion rates: Adding a video to your landing page can increase conversion rates by up to 80%.
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:
Image courtesy of Mikhail Nilov
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.
Video courtesy of Aston Martin Residences
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.
Additionally, two gallery page videos linked from Aston Martinโs YouTube channel add extra layers of luxury that showcase the target audience. The first, a journey to the residences by way of private jet and an Aston Martin; the second, more interior shots. At the close awaits the famous winged logo on black, and a handle to the website and Instagram page โ remember, estate videos are more likely to be shared!
Video courtesy of Montage Residences
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.
Video courtesy of Waterline Square
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 โboomerangโ 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 groupโs 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.
Video courtesy of Six Senses Residences
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 โWelcome to Life at the Topโ.
Video courtesy of Escapade Living
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.
Video courtesy of The Owo Residences
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, โIf these walls could whisper, what stories would they tell?โ Then, rather than create renders, intrigue is created as the camera 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.
Video courtesy of Number One Residences
8. Drone Video
If youโre going to run an entire real estate video under the caption โThe most prestigious and best rental accommodation ever offered to the Dublin Marketโ, the footage needs to marry with the message. This one does so by way of masterful drone footage that highlights not only the views from the residences, but of the surrounding cityscape. There are also glimpses of apartment interiors and amenities like the rooftop terrace and exclusive gym. A call to action button sits beneath the caption with a link to register interest.
Video courtesy of Number One Ballsbridge
9. Virtual Staging Videos
You can use the power of video editing and AI to virtually stage your properties with furniture that highlights different buyerโs aesthetics to demonstrate the propertyโs full potential. One approach is to use videography to capture the interior or exterior areas of the property, then you upload them into a virtual environment where you can digitally alter the furnishings.
This process often involves the use of AI or other tools, like high resolution scanning, for 3D modeling. You can see this type of video content in action with these examples on REimagine Home, which allows real estate professionals to try out virtual staging for their businesses.
Video courtesy of REimagineHome
10. Time-Lapse Videos
Another clever way to capture your properties on video is by shooting a time-lapse. This style of video perfectly captures the development of a space over time. Some popular and particularly impressive cases for time-lapse videography are capturing construction progress, watching renovations unfold, or seeing the vibe of a property change between daytime and evening.
You can see this type of video content being used effectively by Johari Beach Residences to showcase how every brick in their construction is handled with care.
Video courtesy of Johari Beach Residences
What platforms can you use your video content on?
Video content opens up a whole new world of possibilities for real estate businesses by offering more memorable, in-depth, and exciting ways to connect with audiences on a wide variety of platforms.
The trick is to remember to tailor your social media video content for each platform with unique ideas, catering to the strengths of the platform. For example, TikTok excels with short clips, whereas YouTube is better for extended property tour videos. With knowledge of each platform, you can maximize the impact of your videos.
Here, weโll break down the most common platforms for sharing your video content and how to navigate them:
Your Website
What better place to start than your own website? Here, you not only have the greatest control over how your content appears, but you also have a cornerstone of your digital marketing efforts. By treating your website as a hub for your video content, you can send all your viewers to one central source of fresh content.
From your website, you can direct visitors to their areas of interest, whether they be viewing aerial property videos, catching a few testimonial videos, or reviewing the neighborhood highlights through short clips. Your videos might also serve as a way to answer FAQs for potential buyers in a more entertaining format.
It is also recommended to use videos on your landing pages to quickly capture the attention of visitors, communicate your vision right away, and overall boost your conversion rates. You might also consider including video visuals directly on your homepage, perhaps behind the banner, to create an enthralling first impression.
Emails
Embedding videos has proven to be a great way to improve open rates, click-through rates, and overall email marketing engagement. We suggest using video content in all your email campaigns to promote your new listings, show off featured properties, or share your success stories with your audience.
Believe it or not, even just including the word โvideoโ in the subject line of your marketing emails can bump up email open rates by up to 19%!
As one of our bonus real estate video marketing tips, ensure your videos are short, snappy, and optimized for mobile viewing to make the biggest splash.
Social media
Social media platforms are a stellar place for getting your video content out in front of a broader audience. As you might expect, there are different ways to approach each platform to get the most out of them and spread your message further. Here is our quick break-down guide:
YouTube: It might come as a surprise, but this video-hosting website is the second-largest search engine in the world. Donโt count out YouTube for hosting your videos, especially if you are sharing long-form content like full property tours, or educational videos like market updates.
Thanks to its busy search, SEO goes a long way on YouTube, so donโt forget to adjust your tags, descriptions, and more to boost your videosโ SEO and climb the search ranks.
TikTok: This widely popular platform is famous for its short-form videos, usually less than one minute long. It is also popular among younger generations, making TikTok a great way to engage a younger demographic and potentially first-time buyers.
At Proven Partners, we recommend using TikTok for snappy content like punchy property highlights or fun, behind-the-scenes content to showcase your brandโs personality.
Facebook: The benefit of using Facebook is that both short and long-length videos can thrive there. It also has a large, established base of older users, who tend to have more resources for property buying and selling.
Plus, Facebookโs biggest advantage is its highly savvy targeting tools for paid ads that feature property walkthroughs or client testimonials for the specific demographics youโre seeking out.
LinkedIn: This platform has a professional attitude with a professional audience that appreciates the level of expertise that high-quality videos represent.
This is particularly true if you are using video content to speak on relevant market insights, your interesting case studies, or any big announcements youโre excited to share.
Instagram: Instagram is all about visual content, making it the ideal platform for showcasing real estate videos โ and on this competitive and visually pleasing platform, the more stunning, the better.
One way to help your content break through and get picked up for wider circulation is to use all of its features. Use Instagram Reels for quick clips, Instagram Stories for content happening now, and IGTV for longer content like walkthroughs or behind-the-scenes footage.
Image courtesy of Studio Arquitectos
We Can Help You with Your Real Estate Marketing
An idea is only as good as its execution so goes the saying, and for developers, a significant aspect of that execution is real estate video.
Proven Partners are leaders in the field of real estate video marketing services, with offers that include social media management and real estate SEO as well as digital and content marketing. Find out more about Proven Partners' real estate marketing services. We look forward to creating with you.
