If you haven’t started using video marketing for real estate services, you’re missing out. According to a survey by the National Association of Realtors (USA), embedded videos drive 157% more organic search results to your website and listings with video get 403% more inquiries!
So, to help you spread the word about your business and help your clients find their dream home with relative ease, we will take you through the best real estate video marketing ideas that you can leverage in 2023. Once you’ve finalized the ideas, you can bring them to life using InVideo’s online real estate video creator.
Here are the ideas we will cover:
1. Create video listings and walkthroughs
2. Make personalized videos to send over email
3. Make introduction videos to introduce yourself & your services
4. Host Live videos on Facebook and Instagram
5. Create educational videos & guides for social media
6. Make neighborhood guide videos for potential clients
7. Create client testimonial videos to build credibility
8. Create short social media advertisement videos
And if you stick around till the end, we also have a BONUS section on pro tips for real estate video marketing that will help you hit the ground running.
Let’s get started.
In 2020, 63% of homebuyers in the US made an offer on a home they had only seen via virtual tours. And that tells you just how important video listings and walkthroughs are. They can in fact be called the backbone of video marketing for real estate agents because they help the viewer get the most comprehensive look at the property without physically having to visit it.
Your video listings can be short with a duration of up to 60 seconds – these work best on social media – or they could be more comprehensive to post on your website and YouTube channel.
For example, look at this beautiful real estate video promoting the El Fleuridies Estate by realtor Emily Kellenberger. While featuring a historical and luxurious property, notice the soothing voice-over going over the details of the property accompanied by mood-setting music.
To create your own listing videos and property walkthroughs you could choose to work with a professional film crew. But if you are looking to make a video on a budget, you could just film the clips on your phone and then put them together in a video editor like InVideo that also offers hundreds of listing templates and other features that make video editing a breeze.
According to a survey by The Close, 66% of realtors surveyed focused their attention on improving CRM and email campaigns in 2021. While not a new medium for marketing your real estate business, emails tend to give you solid ROI (return on investment) for your efforts.
Using videos as a part of your email campaign is a simple yet effective method to build trust, authority, and stay on the prospect’s radar with personalized communication. This video by Jael Weber is a great example of what you can do to follow up with prospects who came to your open house. It establishes a personal connection and also puts you and the property on the top of their mind.
When you’re creating your own email videos, you need to ensure they’re short and to-the-point and that they deliver the core message within the first two minutes. If you’re speaking in the video, ensure that you record audio using a quality microphone because nothing makes people click off a video faster than bad audio.
Once you’re ready with your clips, you can use a template like the one below on InVideo to put them together. Create a quick and engaging email video about yourself or your real estate brand to your prospective clients.
Introduction videos are a great tool to introduce yourself and your services to first-time visitors. They also help humanize your real estate brand and build a connection with prospective buyers.
Your introduction video can be embedded on your website, Facebook, and YouTube pages, or be sent out as an email to relevant leads. You can include your introduction video on your profile in different databases where your listings can be found - for instance, your Zillow Premier Agent profile.
Check out this real estate agent profile video featuring Spencer Wall from Berkshire Hathaway. This well-crafted video aims to engage prospects and sellers equally. The idea is to show prospective sellers that you are capable of giving them the best value for their property and assure buyers of the realtors’ accolades.
Now before you go ahead and create your introduction video, make sure you have a script in place and ensure you include any achievements and awards you’ve won because this video represents your brand online. After you’ve recorded your video, put your best foot forward by using an engaging real estate video marketing template on InVideo like this one:
Pro Tip: You can record your audio using an external microphone, or just by connecting your earphones with a mic when shooting the video. This will ensure good audio quality. In case you want to add an effortless voice-over to your video, just use InVideo’s automated text to speech tool.
Live streams on Facebook and Instagram are becoming increasingly popular in the real estate space. They give realtors a chance to showcase their property in real-time and for viewers to interact and ask questions they may have right there and then. What’s more, if you live stream an open house or a walkthrough of a property, prospective buyers are likely to drop into your stream organically.
A great benefit of live streaming is that you also get to save and share the video as a separate piece of content on your profile. This recording of a live stream by Caroly Wheatley from Belle Property is a good example:
A good idea before you live stream a property walkthrough or an open house is to send out communication over email or WhatsApp to your contacts so that you can have more people join. While streaming, ensure you have a good internet connection so that you can stream without a lag.
Once your steam is over, you can directly share the recorded stream on your social media channels or you can download the video and use an editor like InVideo to add intro, text, and transitions to make your video more compelling.
You can create how-to videos, social media guides, or knowledge transfer videos that add value to home buyers and sellers. These videos do not have to be about selling property or acquiring new property for your listings. They can instead focus on meaningfully adding to your prospective consumers’ needs or addressing their pain points.
Some themes you can make videos around:
- You can create a video on the procedure to finalize a property sale or share information about home loan requirements.
- You can create a how-to video on real estate auctions, information for sellers, and much more.
- Answer common questions and address real-life problems your prospects might have through these videos.
These videos are a great way to engage with prospects and generate more warm leads. At the same time, they also increase brand awareness. For example, check out this pre-listing video by realtor Laura MacDonald, entailing the process of listing a property for sale and how she will work with the clients at each step.
While creating educational videos, you want to ensure you have a clear message and that your videos are crisp and to the point. Interact with your community and your past clients to understand their pain points and try to address those through these videos. Once you have all your information sorted, turn it into a compelling educational real estate video by using a template from InVideo like this one:
When creating your real estate video marketing strategy, one type of video you cannot miss is a neighborhood guide. These guides help your prospective clients understand what the area around their potential home looks like. This is also evergreen content that can be reused for various properties within the same neighborhood.
Through neighborhood videos, you can give prospective buyers a glimpse of the hotspots in the locality. Everything from transportation, to nightlife, recreation, restaurants, and landmarks can be included in these videos. As for sellers, they recognize the value of a good neighborhood tour too, as it shows them that a realtor or a real estate brand has some serious marketing skills.
You can add these neighborhood tours to your Facebook, Instagram, and YouTube profiles. Add these to your website or email these videos to prospects interested in a particular type of locality. These videos are really great to entice clients who are looking to relocate.
For example, check out this San Francisco Neighborhood tour with realtor Beverly Barnett. She takes us through the landmarks in Pacific Heights, one of the most sought-after neighborhoods in SF. The video ends with Beverly saying that she looks forward to seeing you and helping you find an amazing home in the neighborhood, and displaying her contact details, making it easier for prospects to get in touch with her.
You can create your own effortless neighborhood tour video using this detailed template from InVideo. Just replace the text and images in this template with information, pictures, or video of the neighborhood your properties are located in for super-easy edit.
Pro Tip: New to video editing? Here’s a super simple video template editing tutorial that can help you get started.
Client testimonials are one of the best ways to gather and showcase social proof. And social proof builds credibility and helps prospective clients trust you more.
A good idea is to invite your happiest and most satisfied clients for a chat and shoot a video with them. Ask them to share their experience with you, across the process of acquiring or selling property. Your brand loyalists can become advocates for your brand. Not only will you get word-of-mouth publicity for free, but your happy customers on video will also help you get more leads and build your brand at the same time.
The higher your rating, the more you are trusted by new prospects. Video testimonials are also instrumental in increasing website conversions, according to this report.
For example, check out this video testimonial for the Russell Real Estate Group, featuring their client Ryan Reeder. He talks about how the real estate group assisted him with all his needs and what aspects he appreciates. While written reviews can be doubted, watching this video rings with a heartfelt note that builds trust.
If your clients are not willing or comfortable to feature on camera, you can also turn their text reviews into compelling testimonial videos. Once you have your video clips and text snippets ready, here’s a template of a real estate client testimonial video from InVideo that you can edit in 10 minutes and make your own.
You are probably already advertising your real estate business and property on social media. But you can take this a step further and create real estate video advertisements to drive greater impact. These ads need to be short and highly tailored to your target audience. Whether you are advertising on Facebook, Instagram, YouTube, or Google, you’ll need to follow the relevant guidelines for each platform such as the aspect ratio of the video, the length of the video, and the audio copyright restrictions.
For example, check out these Facebook ads by Project Redwood, a residential project in London. The relevant copy in addition to the video is what makes it more impactful.
Here’s another video ad by Redfin, sharing how the platform allows prospects to book virtual tours, making the process easy for agents and clients alike. This simple ad champions brand Redfin, while also sharing an important feature that the service offers:
In order to drive conversions through ads, you will need to know your target audience and the platform you are using really well. Check out this super simple guide on mastering Facebook ads in 2023 for instance, to learn more. You will also need to ensure that you share your contact information in the ad video so that prospective buyers can get in touch with you easily.
Create your own simple and effective ad videos for social media using the various real estate ad templates on InVideo. Here’s a video template that will help you drive more buyers to view your property.
Now that you have some ideas on the different types of videos you can use as a part of your real estate video marketing plan, let’s go ahead and look at some tips you need to keep in mind while making real estate videos:
Tip #1 - Factor in the budget
Make sure you factor in the budget of the property on sale and create your videos accordingly. Video creation can end up costing a lot if you’re not paying attention, which is why you might not need to work with a professional crew for every property video.
Think about your return on investment and decide accordingly. Selling a luxury property? Don’t shy away from hiring professionals to create beautiful videos for you. But don’t have a very high production budget? Put your social media and live videos to use.
Planning to livestream your property walkthroughs and other videos? Start by inviting your audience to your live event using this easy-to-edit template.
Tip #2 - Focus on the lifestyle and not just the property
When you’re making a real estate sale, you’re not just selling the property, but actually convincing the buyer to buy into the lifestyle they mentally associate with the property. And this needs to come across in your videos. That is why there is so much emphasis on shooting high-quality videos in the real estate space.
A good way to do this is to showcase the neighborhood the property is situated in, the kind of amenities that come with it, and perhaps the lifestyle of the people living around the area to really bring home the value.
For example, realtor Alexander Keyes, based in Seattle, has created a series of videos on Seattle Neighborhoods, giving prospects an idea of the kind of lifestyle and facilities available. Check out this video tour by Keyes, featuring the Queen Anne neighborhood in Seattle.
Keyes makes videos on everything from the real estate market, the effect of the pandemic on property sales, food spots to go to, and much more. These videos help prospects know not just about property listings but get a deeper glimpse at the kind of life they can lead at different locations in Seattle.
Tip #3 - Repurpose your videos strategically
Once you have created a few videos for your real estate brand or business, it is tempting to just post the same videos on all the platforms. But this might not be the best strategy because different platforms often have different audiences and different specifications.
A better approach is to tweak the videos slightly before posting them to every platform. To change the duration, aspect ratio, and to make edits to your videos, you can use an online editor like InVideo.
For instance, let’s say you create a video telling your audience the steps they need to take before they purchase a property. You can upload the full-length video on YouTube and embed that on your website. But for Instagram, you will need to make it shorter and fast-paced. So you can cut out relevant clips from the video and put it together in a short 30-40 second video for Instagram Reels. You can also use one of the several real estate video templates like the one below on InVideo to make the job easier.
Similarly, if you’re hosting a Facebook live of an open house you have, you can, later on, download that video, add your branding, intro, and outro before sharing it to YouTube. You could also take out snippets of audience questions from the video, and share the answers as Instagram reels.
Tip #4 - Keep your videos short
Unless you are streaming live or doing a walkthrough video, make sure to create short and crisp videos that give all the relevant information. This can mostly be attributed to the fact that attention spans are getting shorter. A recent Microsoft study that our attention span has dropped down to 8 seconds, reducing by 25% in just a few years.
So, you don’t want to give too many irrelevant details over the video. Understand your clients’ needs and pain points. Share only poignant information over videos. This will ensure your users get value out of your content.
Tip #5 - Optimize your videos for search engines
No matter what kind of videos you create, you need to ensure that they are found and viewed by relevant prospects. For this, you need to optimize your video for search engines.
Tip #6 - Include lead capture forms and CTAs in your videos
It’s extremely important to have a CTA or a call to action in your videos, your video descriptions, etc. so that prospects know what action they need to next take to connect with you. CTAs can also take prospects to lead capture forms, which is a brilliant way to get more information. Here’s your guide to CTAs that’ll help you crack what CTAs you need.
A lead capture form is basically where your prospect fills in details about his or her needs and tells you why they are interested in your product or service. Lead capture forms can be created using various tools like Google Forms, Typeform, and more. Check out this list of 36 digital tools you can use in acquiring new leads for your real estate business.
Tip #7 - Include your contact info in the beginning and end of videos
Last but not the least, always include your contact information at the end and the start of your real estate marketing videos so that people know how they can reach you!
Here’s a realtor framing card template, you can use in the intro or outros of your real estate videos to share contact details and other important information about your services.
So now that you know the basics of real estate video marketing, find out in-depth about real estate marketing ideas in this detailed guide. Use these video ideas to craft an impactful real estate video marketing strategy in 2023 to stay ahead of the competition and acquire more leads at the same time.
And if you’re serious about leveling up your real estate marketing strategies with videos, sign up for a free account on InVideo to get access to over 5000+ customisable templates that allow you to create stunning videos in minutes!
If you have any questions or want to continue the conversation, hop over to the InVideo community and learn from 25K other marketers and video creators just like you!