THE VALUE OF REAL ESTATE

VIDEOGRAPHY

Videos aren’t just way of the future…
They’re the way of the present.

PROPERTY COPYWRITING

As an agent, you’ve already been preached a million times over about the value of video, but has it ever been properly explained to you? In this article, we’ll share with you the secret true power of video marketing for you as an agent.

The obvious one is of course that video helps immensely with building both agency & personal brands. Being able to portray your humanity is hugely valuable in an industry where everything comes down to being able to truly connect emotionally with your clients. But I know you already knew this! Rest assured, you’re not reading this article for basic knowledge that everyone already knows.

The other major but not-so-obvious benefit that is unbeknownst to nearly all agents & agencies lies in the data which video marketing can yield. With videos, you can track metrics such as volume of views, duration of viewership, and engagement with the video, which are all massively important data points, as they allow you to know what segment of your audience are actually engaging with your content. That’s important because it gives you an insight into who is most likely to convert into clients, allowing you to target them specifically in future campaigns.

Aside from these two benefits, there’s also another lesser-known advantage of video, and that is that platforms such as Facebook, Instagram, and LinkedIn all favour video content in their algorithms – This basically means that videos have more of a chance of being viewed than photos or text posts. Knowing these benefits, it’s definitely a good idea to start investing into video. However, it’s crucial to ensure that you’re creating the videos with a clear purpose in mind, and a strategy to distribute the content afterwards.

Agency Profile

This is a great format to inspire trust & authority amongst your clientele by providing them with an insight into the culture & professionalism of your agency. Even if your agents don’t have individual videos, they can utilize an agency profile during meetings so make sure that you get a quality one done. There’s no point getting one that represents your brand poorly, especially when you’re going to be showing it at presentations for years to come.

Property Video

You’ve seen thousands of these already, and so has every home-buyer. Ask yourself – How can I make my video different from the rest? It may come down to something as simple as the quality of the content, or it could be how you decide to present the property on-camera as the agent. Incorporating drone footage or shots of local amenities & facilities are fantastic ways to really sell the locality. Also think about how your video production company can reformat these videos into shorter content snippets. For example, many of our clients have found it valuable to have their property videos re-edited for IGTV (Instagram TV) as Instagram currently weights IGTV content heavily.

Auction Video

As an auctioneer, you only really need one good reel that demonstrates your abilities, but that doesn’t mean you only need one auction in that reel. Having a collection of your best calls across different auctions is a surefire way of portraying your experience & effectiveness. There’s a lot of variables come auction day, and so you should acknowledge the realities of filming in these conditions & help your videographer as much as possible. Angles, lighting, and position are vital to making your auction look great on camera, so be sure to plan beforehand.

Agent Profile

At the end of the day, real estate is about people. Buyers & sellers are going to work with you because of who you are as an individual, and what you’re able to do for them. Real estate is such a hyper-competitive industry that you need to be certain that you’re able to cut through the noise to stand out from everyone else. By using an effective agent profile that portrays your personality & skillset, you can help people get a grasp of what value you have to offer before they even get to meet you in person. As a tip, it’s a great idea to include testimonials in your agent profile to raise your social proofing.

Conclusion

This is by no means an exhaustive list of the videography options available to you as an agent, however hopefully you have a better understanding of the possibilities & value you have at your disposal. If you have an idea for a video you’d like to bring into reality, please feel free to reach out to us on our contact page.

Long Yin Hobirch

Director

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