According to the National Association of Realtors, millennials make up the largest percentage of homebuyers today. This generation grew up on the Internet and expects to be able to find everything they are looking for online when shopping for a home.
And their online home-buying research goes far beyond just viewing photos and square footage. Before stepping foot inside a home, they want to know stats on local public schools, walkability scores of the neighborhood and even which restaurants and amenities are nearby.
According to the book “Gen BuY,” Gen Y will spend more than $200 billion annually starting in 2017 and $10 trillion in their lifetimes. Video marketing is an impactful way to reach this new generation of tech-savvy homebuyers.
Gen Y is hungry for video. The good news is that tech innovations — such as the iPhone, YouTube and easy-to-use editing software — have made it easier than ever to create videos without hiring an expensive production team.
Here are four ways to generate business with real estate video marketing:
1. Go beyond property tours.
Creating video property tours is an effective way to share the look and feel of a listing with potential homebuyers. But while they are an important part of a real estate agent’s video portfolio, there are other types of video content that can market your business and engage homebuyers even further.
Neighborhood tours: By sharing video tours of a listing’s surrounding neighborhood, you’ll save homebuyers time spent researching the area themselves. It’s also an opportunity to showcase the area around the property, including the neighborhood’s unique amenities.
- Professional bio: What kinds of properties do you specialize in? What distinguishes you from other real estate agents? A professional bio video gives homebuyers an opportunity to get to know you and what it would be like to work with you. Here’s a great example from Southwest Florida real estate agent, Kent Corey.
- Expertise videos: Share your expertise about the real estate industry through video. For instance, creating a video about what potential buyers can expect when setting out to purchase a home can drive traffic to your business — and new clients with it. In this video, real estate agent Leigh Brown shares useful tips and tricks for homeowners.
2. Use video to engage on social media.
Video content has started to surpass photos and written content as the most effective way to engage people on social media.
A 2014 report from Socialbakers revealed that native Facebook videos get more reach than any other type of post, including photos, links and text updates. If you’re looking to boost your social media presence, video is the way to go.
When posting video on sites such as Facebook, Twitter and YouTube, remember: social media isn’t just about broadcasting your content — it’s about engaging an audience. Here are some examples:
- Create share-worthy content, such as the expertise videos mentioned above, to join (or even start) a conversation.
- Include relevant hashtags when sharing videos on Twitter or Instagram.
- Tag relevant pages when posting videos to Facebook.
Let your personality shine through in your videos. The more your followers feel like you are speaking to them directly, the more they’ll feel they know you personally, and the more inclined they’ll be to work with you in the future.
3. Keep your audience in mind.
You’re an expert on what properties different types of homebuyers are looking for. Bring this level of insight to your property listing and neighborhood videos by including relevant details to the buyer.
If you are selling a four-bedroom home, it’s likely a family will be interested, and you should put extra emphasis on the family room and children’s rooms in addition to the master bedroom.
For a one-bedroom or studio in an urban area, highlight the restaurants and nightlife that are walking distance nearby. Tell a story that will help viewers imagine themselves living in the property.
4. Include a call to action.
Including a call to action message at the end of your videos will encourage viewers to take the action you are suggesting — whether that be to contact you about the property or to click on a link that takes them back to your website where they can find out more information about the property.
You can include calls to action using titles, a person on screen speaking to the viewer or by adding a clickable call-to-action button.
With these tips, you can incorporate video into your marketing strategy to cater to a generation of homebuyers who want instant information.
Brad Jefferson is the CEO at Animoto. For more information about Animoto’s apps for Web and mobile, visit animoto.com.