• Video helps real estate agents build trust, create recognition and convert clients.

Today’s world is digital. Consumers are inundated with digital devices, filled with social media, email campaigns and digital marketplaces. There is no breaking free from the World Wide Web — it’s part of even our most simple daily routines.

When it comes to the web, though, there is one format of media that seems to break through the most. According to HubSpot, 43 percent of people want to see more video content from marketers. In fact, almost one-third of all internet activity is allotted to simply watching videos.

For those in the real estate industry, internet videos are the hottest tool you can have in your toolbox.

Why use videos for real estate marketing?

Videos are the hottest trend in marketing these days. No matter the industry, you will find streams of videos covering everything including lawn care services and dentist offices. Many are taking advantage of the benefits of utilizing video in their marketing efforts.

When it comes to using video in real estate marketing, it’s a no-brainer. Utilizing high-quality videos in this industry can boost sales, capture audience attention and move properties at a faster pace.


A breakdown of the use of video in marketing from WireBuzz refers to video as having four superpowers: attention, emotion, perceived value and clarity. When combined — and when used accurately — these four superpowers are everything a real estate agent needs to sell a property.

Although adding a video to your listing is an additional expense, which many agents tend to skip, it makes your listings stand out. Not only does this entice buyers into looking, but it also encourages sellers to hire you to sell their properties.

According to Virtuets, 73 percent of homeowners say they’re more likely to list with an agent who offers to create a video for them, but only 4 percent of real estate agents put their listings on YouTube.

In today’s world of digital MLS listings, buyers peruse hundreds, if not thousands, of homes during the early stages of house shopping.

When scrolling through the array of options, a video can not only help to catch your buyer’s attention but also hold it.

Videos engage audiences much faster than the average written listing. For a buyer, watching a video is easier than perusing hundreds of words of written detail. Having a video provides greater detail and is clear and concise on the quality and appearance of the home.

Written words can be overlooked, misinterpreted or disbelieved, but a video displays the visual truth — something that will draw the buyers in without them having to analyze a literary slew of analogies.

Videos help with conversion

A study conducted in 2013 by Google and NAR noted that 90 percent of homebuyers utilized the internet as their main tool in locating their dream home. That’s an outstanding number — and a large client pool to fish from. But lookers don’t always amount to buyers, particularly if the listing isn’t eye-catching enough to stand out from the crowd.

Videos have proven to raise the bar on conversion for agents utilizing high-quality videos in their online profiles and listings. In fact, videos have proven to be one of the most effective ways for an agent to stand out online.

The Australian Real Estate Group released a study stating that adding video increased listing inquiries by an astounding 403 percent.

Of course, viewings are great, and leads are desirable, but an agent it truly after conversion. Video helps with that because it allows viewers to grow to know, like and trust the agent before their first meeting.

Videos can help with internet presence

The internet is all about trends, and videos tend to hit peaks more than any other digital format. Having videos on your social media sites helps encourage sharing more than a simple text post.

According to Usurv, consumers are 39 percent more likely to share video content, 36 percent more likely to comment and 56 percent more likely to “like” it.

And search engines have taken notice. Popular search engines, such as Google, have made it very clear that websites with video content are more likely to rank in the search results than websites without video.

The age of mobile

The internet dominates our daily life, but it is a different digital world than it was a mere 10 years ago. These days, over 51 percent of all web visits are accomplished on mobile devices, according to a report released by StatCounter, which means prospective clients can get to know you on the go.

Videos make it easy to cross-post or multiplatform market. One video can be posted across a variety of platforms, including Vimeo, Youtube, Facebook, etc. This multiplatform reach increases your visibility and possible conversions.

Adding video content to agent websites, property listings and more will increase your online presence and push you to the forefront of the real estate market.

In a digital world, video content is the perfect calling card — building trust among clients, creating recognition among viewers and converting shoppers into buyers in a much faster format. It’s a tool you just can’t live without.

Michael Jordan is the president of Strategy Properties. Follow him on LinkedIn or BiggerPockets.

Email Michael Jordan

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