How Realtors Can Harness the Power of Video Beyond Listings

In 2017, more Real Estate firms than ever used video to showcase their high value listings. Next year, agencies will continue to think laterally on how video can help transform their marketing strategies. 

When you consider how effective video is at capturing the essence and character of a property over images and text alone, it's easy to see how expertly produced content is on the ascendance. And with the advent of drone technology and Go-Pro style capabilities, achieving incredible results is easier and more cost effective than ever before. But as a creative agency with experience of working with Realtors of various sizes and scale, we're asking you to consider other ways your firm can use video for maximum effect and continue to deliver return on investment. 

Your company and your particular office have spent many years developing trust in-and-around the locality. You're known locally as an oracle of all things that relate to your neighborhood and you've proven this time and time again. But on occasions where you need to accelerate this bond for people who are new to the area or for those that are unsure on which firm to use when selling, video can help.  

TWO SPECIFIC EXAMPLES OF HOW YOU COULD ACHIEVE THIS EXTRA LAYER OF TRUST AND CREDIBILITY INCLUDE:

• Brand & Agency overview, including your core values and physical location in the neighborhood.
• Specific office walkthrough videos. Who are the partners, managers and individual agents? 

High production values are a must with any video you produce, but none more so than brand and agency videos. The reason is simple: This is the most versatile video you can use in your marketing plan. It can be the main clip that autoplays on your website or YouTube page, used during listing presentations, played at conferences to explain your business, and in numerous other capacities to spread awareness of who you are in the market.

This type of video showcases more about your agency than you're able to demonstrate in your listings videos. It gives you the opportunity to relay every positive attribute about your company, including what makes your business special, how your agency is one of the best-performing ones in the area, and how you’re a fixture in your community.

AND IN THE UNLIKELY EVENT THAT YOU NEED REMINDING, HERE'S HOW VIDEO EARNS ITS REPUTATION AS THE MOST EFFECTIVE MARKETING MEDIUM AVAILABLE: 

1. ATTENTION
In a crowded media market, getting the attention of prospects and clients is without doubt a huge challenge. Who wants to read a lengthy product description or manifest when they can be shown one? Video is four times more likely to be watched than read about and Forbes report that 59% of executives prefer to receive content this way.

2. EMOTION
When was the last time a written sales message pulled at your heart strings? That’s because laughing or crying aren’t typical responses to these kind of messages. But when told emotively and in a compelling fashion, video rarely fails to achieve that. The combination of sound and visuals undoubtedly achieves so much more. 

3. PERCEIVED VALUE
Of course, video requires more time, effort and expense to produce, so it’s perceived value is exponentially higher. People will engage more, provide contact information and even pay a higher price for services and products when messages are delivered through video.  Plus, this perceived value converts into website traffic too, when you consider that video attracts 200-300% organic inbound links and increases search click-through rates by 40%.

4. CLARITY
Finally, if you’re delivering a complicated message, product or service, consider the fact that research shows that people learn more and at faster rates when information is conveyed both verbally and visually. Whether you’re in the 65% of the population’s visual learners or 30% of auditory learners, the likelihood is that video complements most learning styles.

REACH MORE PEOPLE AND OPTIMIZE YOUR ORGANIC SEARCH PERFORMANCE THROUGH VIDEO. AS A PRODUCER OF HIGH-END, NARRATIVE DRIVEN AND CINEMATIC CONTENT, 21st STREET CREATIVE CAN HELP YOU ACHIEVE THIS RESULT.