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Why Video Marketing is Such a Great Way to Sell Real Estate
Video is cost effective and allows marketers to increase brand awareness and generate leads. Here are tips to boost your real estate marketing efforts with video.
Highlights:
- Video marketing is an ideal way to connect with your target audience, improve your social media engagement, and generate leads.
- Marketing on Facebook and Instagram is all about finding the right balance between appealing to the personal while staying true to your brand.
- In the end, it’s all about generating leads—and finding ways to boost your efforts when you can.
Real estate marketers know and understand the power of video marketing as a part of their digital strategy. With 85% of all internet users watching video content monthly, it’s time to start understanding how video can boost your marketing efforts.
In our highly visual world, video marketing is an ideal way to connect with your target audience, improve your social media engagement, and generate leads. And best of all, video doesn’t require a large financial investment.
Here are three ways video marketing can to take your marketing efforts to the next level:
1. Establish your credibility and build your brand
We live in a highly visual world, particularly when it comes to digital marketing. Real estate marketing with video is an immediate and effective way to reach your target audience and show them what makes your brand and properties unique. Remember, you want clients to associate your brand and properties with something informative, necessary, and, yes, even fun.
If you leverage video marketing properly, you can strengthen your brand message, promote your name, and increase brand awareness. Sticking to content that abides by, or expands upon, your value proposition helps make this easy to achieve.
2. Up your social media game
Marketing on Facebook and Instagram is all about finding the right balance between appealing to the personal while staying true to your brand.
Use video on your social channels to engage with your target audiences. Think of these videos as introductions to your properties and your brand, while giving followers the opportunity to engage with you.
And social platforms are making it easier than ever for marketers to share video on their channels. From posting video on your Facebook page or Vimeo channel to creating videos for Stories, marketers have the ability to use social media to highlight their properties, as well as content with audiences.
3. Show you know the area using real estate video marketing
Whether your properties are rural, urban, or suburban, displaying knowledge of your location and community is crucial to cultivating credibility. Logan Link, a real estate marketer and agent, has capitalized on the power of video to help sell properties:
“To today’s buyers, falling in love with a property is less about square footage and fixtures—HGTV has taught us all that we can do things like update a kitchen. Now, it’s all about how the home and neighborhood will make them feel; what daily life could be like in this new place.”
Savvy marketers can use real estate video to demonstrate the culture and feel of the local neighborhoods, like popular restaurants and cafes. Don’t be afraid to take short videos (as simple as using your phone) to let followers know about upcoming events or festivals in the area. All of these videos will help viewers connect with the property’s location.
Final thoughts
As with any marketing endeavor, a crucial first step is a strategy. Video marketing is no different. A clear, documented video strategy for real estate, with measurable goals is crucial for success. In the end, it’s all about generating leads—and finding ways to boost your efforts when you can.
What tactics have you used to help boost your video marketing efforts?
Related posts:
- Infographic: Best Video Distribution Channels for Real Estate Marketing
- 6 Simple Tools for Creating Animated Real Estate Marketing Videos
- Developing Your Real Estate Brand with Video Marketing
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This Is the First Thing You Should Do in Real Estate Marketing
Without a documented strategy, your content marketing is doomed to fail.
Content marketing is one of the most effective ways to elevate your property’s reputation in the market, reach prospective buyers or tenants, and increase occupancy. Yet while many real estate marketers are using content marketing, not all feel their efforts are successful. Why do so many organizations feel they are failing? Simply put, they do not have a documented strategy in place.
You would never operate your business without 1) creating a strategy, 2) documenting it, and 3) following the strategy. Nor should you launch a marketing program without having a clear idea of what you want to accomplish and how you plan to do that.
A documented strategy = a successful strategy
A content marketing strategy outlines the methods by which you will target, reach, and engage your audience. Research and execution of these tasks can be quite complex. Writing out a plan and assigning appropriate resources can offer clarity and guidance to your organization throughout the course of your marketing efforts.
Also, remember that content marketing is more of a marathon than a sprint, and achieving results often takes months, even years. Documenting your strategy allows your team to keep focused on your goals and your plan for achieving them in the interim.
Here’s why you should take the time to draw up a plan and then write it down.
1) A documented content marketing strategy is more successful than an undocumented strategy or no strategy at all.
Research and analysis conducted by the Content Marketing Institute (CMI) reveals that only 27% of B2C marketers surveyed have a documented content marketing strategy. 50% of those surveyed said they had a strategy, it just isn’t written down. According to the CMI, “That’s a huge problem. If it’s not written down, then it probably doesn’t really exist.”
Because effective content marketing requires a team effort with a cohesive vision, having an undocumented strategy means you might as well not have a strategy at all. For everyone to be on the same page, it’s important to quantify goals, set a detailed plan, and document results.
2) A documented content marketing strategy helps measure ROI.
Many real estate companies struggle with content marketing or have trouble garnering support for the program because return on investment is notoriously difficult to measure. In fact, more than half of marketers say one of their top challenges is measuring content effectiveness (57%) and/or measuring the ROI of their content marketing program (52%).
Having a documented strategy in place gives your organization measurable goals against which to compare your results. Your strategy should:
- Document what you hope to achieve through content marketing — more leads, higher conversion rates, more social media followers, etc.
- Outline a specific methodology for executing those goals
- Assign human resources to each of the tasks
- Designate intervals at which to check in and evaluate/adjust your efforts
- Offer a timeframe for completion
Documenting your strategy in such a way clarifies where you are investing time and resources so that calculating ROI is less of an abstract process.
Related posts:
- The Metrics You Should Be Measuring in Real Estate Marketing
- 6 Marketing Tasks Real Estate Marketers Can Outsource
- Social Media Can Be a Strategic Weapon in Real Estate Marketing
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Real Estate Marketing Strategy 2019: Retargeting
Retargeting offers a number of advantages to real estate marketers, including increased lead generation and conversions.
Highlights:
- A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website.
- Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties.
- Retargeting makes it easier for you to connect with potential clients and get the results you need to grow your business.
As you set your real estate marketing strategy for 2019, you want to be sure that you aren’t missing out on any vital opportunities to reach potential customers. You’ve probably designed plans for your social media accounts, put together an email marketing list, and worked to improve your SEO — but have you considered retargeting as part of your real estate marketing strategy for 2019?
What is retargeting?
Retargeting allows you to focus your attention on people who have already visited your website. A retargeted ad, rather than going out to a general population with certain parameters (a specific search term, for example), is limited to those who have already visited your website. This allows you to generate more repeat traffic, which can, in turn, help with your conversion rates and, ultimately, your sales.
In order to set up ad retargeting, you start by inserting a specific piece of code into your website. Google ads have easy to follow tutorials on how to set up codes that link to your ads. The code has no impact on the way your site runs and, for the most part, it’s unnoticeable to potential clients. When they visit your website, however, the code attaches a cookie to the visitor. Then, when the visitor leaves your site and sees ads elsewhere on the internet, the cookie lets the ad provider know they’ve been to your site — and increases the likelihood the visitor will see one of your ads.
How does retargeting help?
As a real estate marketer, you may make contact with your clients in a variety of ways: via email, over the phone, in person, on social media, and through your website. When potential buyers visit your website, they only have about a 2% chance of converting, whether that means signing up for your email list or calling you about putting their house on the market.
The more they spot your brand, the more likely they are to remember your name and company, which increases the chance they will turn to you when they are ready to make a purchase. Customers need repeat visits or contacts with your brand to determine if they want to purchase or lease one of your properties. Retargeted ads ups the chances of a conversion by as much as 70%.
Is retargeting part of your strategy?
So, how do you actually incorporate retargeting into your real estate marketing strategy?
Adding retargeting to your paid search ads will increase the odds you will reach potential clients who have visited your site in the past, which raises the odds they are genuinely looking for a property in your area. Retargeting is also a highly effective way to connect with past clients when they have future property needs.
The simple strategy of remarketing can offer a number of advantages that will make it easier for you to connect with potential clients and get the results you need to grow your business.
Related posts:
- Our 6 Favorite Marketing Automation Tools for Real Estate Marketers
- What are Google Sitelinks and Why Real Estate Marketers Need to Know About Them
- Paid Digital Advertising: A Beginner’s Guide for Real Estate Marketers
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6 Marketing Tasks Real Estate Marketers Can Outsource
Outsourcing doesn’t have to be a zero-sum game. Consider parsing off these marketing tasks based on internal resources and expertise.
Everyone needs a little help sometimes. That’s particularly true when it comes to real estate marketing. Real estate companies often find themselves stagnating in their marketing efforts as a result of having insufficient time, resources, and creative input to devote to marketing programs.
Outsourcing marketing allows you to focus on insourcing your core competencies, while delegating specialized tasks to external experts. And it’s important to note that you don’t have to outsource ALL of your marketing. Choosing several areas beyond your staff’s expertise or that are particularly time-consuming can help you improve your marketing efforts and take stress off an overworked internal marketing team.
So, here are 6 areas where you might consider outsourcing.
6 real estate marketing tasks to outsource
1) Website development and design
Sure, you could build a perfectly functional website from a template, or have your colleague’s techy niece put something together while interning with your company over summer break from college. But this is one area we feel strongly is best left to the pros.
A sleek, modern website that’s easy to navigate makes a big statement about your property. Potential buyers and tenants will visit property websites while researching and making purchasing decisions. The experiences they have while browsing contribute to their overall perception of the places. Imagine how poor site organization, outdated functionality, or technical problems reflects on your brand.
In addition to creating a well-functioning site, the right developer/designer brings niche specializations to the table as well, such as usability engineering, search engine optimization, and more. Capitalizing on a professional’s knowledge in these areas can make a big difference in web traffic, visitor engagement, and, ultimately, lead generation and increased revenue.
2) Social media management
Social media management sounds like it would be easy and fun. But if this task has ever fallen on your plate, you know the exact opposite is true. It can be one of the most time-consuming, frustrating tasks your business faces — and that’s before you realize you have to keep up with all the latest trends and platforms to be effective.
Outsourcing social media management to a knowledgeable partner can free up hours of your day and improve your social engagement and reach. These firms know what works and what doesn’t because they’re active every day on multiple platforms managing accounts for multiple clients.
And it’s not just posting every now and then. A good social media partner will craft and publish original content, but they’ll also curate great content from relevant sources. Outsourcing these tasks to the pros helps build a strong following and brand awareness for your company and properties.
3) Content creation
Blog posts, emails, case studies, white papers, ebooks, webinars, marketing collateral, newsletters — how much content is your staff responsible for creating on a weekly, even daily, basis? Is it the kind of informed, quality material you’re proud of?
Content creation is one of the easiest marketing tasks to outsource. It will immediately give your staff back hours into their days. And the right outsource partner will produce high-quality, SEO-optimized content that will drive traffic, generate buzz, and persuade buyers.
4) Videography, photography, and imagery
Video is the hottest content format right now. And it’s a huge opportunity for real estate marketers to show off properties to potential buyers across the globe. But shooting a professional-looking video or taking top-quality photographs of spaces is difficult, time-consuming, and expensive.
There are many firms and individuals that specialize in videography, and you’d be surprised how affordable and quick they can be. Or, some content creation partners also do video or can find a third-party videographer and manage the process for you.
A good content creation partner might also expand offerings to include photography, drone photography, and any other visual creative assets that might showcase your properties to prospective buyers or tenants.
5) Graphic design
This is one area where you really can’t fake it. Professional designers are worth their weight in gold, particularly when you need a professional document or graphic in a crunch. They can turn your documents into beautiful, easy-to-read brochures, or make dry, technical data into eye-catching infographics. You may be savvy with Word templates, but they’ve got nothing on the pro designers.
6) Strategy and execution
Did you know you can leave marketing strategy to the experts? The right partner will work closely with you to develop a strategy that closely aligns with your business and marketing goals. They can even execute the strategy for you, as well, and then provide you with regular updates on how it’s working. This kind of results-driven approach will ensure you’re stretching your marketing dollars to the fullest extent and getting the kind of results that will grow your bottom line.
Related posts:
-
Social Media Can Be a Strategic Weapon in Real Estate Marketing
-
6 Signs It’s Time to Consider Outsourcing Your Real Estate Marketing
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Measuring Content Marketing Success? Check Out Our Top 3 Posts for Analytics and ROI
Measuring content marketing success for real estate can seem like a daunting task. Our top 3 blog posts on analytics and ROI will keep you on track.
We talk a lot here at Fronetics Real Estate about the importance of a data-driven approach when it comes to measuring content marketing success for real estate. Without a documented strategy, your efforts are likely to be scattershot and aimless. To grow your business strategically, you need to track your efforts, analyze successes and failures, and determine ROI.
This year, we’ve focused on analytics and ROI several times on our blog. Measuring content marketing success can often seem daunting, so we’ve aimed to share some tools that work for us. We’ve discussed why it’s important to benchmark your content marketing efforts against competitive properties, published a guide for real estate marketers to measure that ever-elusive brand awareness, and offered up a monthly marketing reporting template to help you track the right metrics.
Here are our top three most read analytics and ROI posts for 2018.
1. What Metrics Should You Track in Real Estate Marketing? (It’s key to measuring content marketing success)
Traditional real estate marketing involved a lot of “post and pray.” That is, marketers would place ads in local publications, on billboards, and with other traditional media outlets and hope that buyers and tenants would read them and take interest.
Our monthly marketing reporting template for real estate will help you measure success, drive strategy, and demonstrate ROI. Read more.
2. Why You Should Benchmark Real Estate Marketing Against Competitive Properties
When people are searching the internet for apartments or condos, what are they seeing? Part of an effective, data-driven marketing strategy is regularly taking the time to benchmark real estate marketing against competitive properties.
We all know that competition drives results. Take Elaine Thompson and Michael Phelps. In August 2016, Thompson claimed the title of the world’s fastest woman, and Michael Phelps became the most decorated Olympian of all time. They achieved these incredible feats by continuously pushing themselves to do better — and they weren’t just tracking and measuring their personal performance. Read more.
3. How to Measure Brand Awareness: A Guide for Real Estate Marketers
When it comes to selling property — particularly luxury properties — growing brand awareness is an important goal. Prospective buyers need to know that your property exists and that it can provide the kind of lifestyle that they’re looking for.
Measuring how well you’re doing at getting the word out about your brand and property/properties is critical to optimizing your marketing strategy. But measuring brand awareness can be tricky. Read more.
A final word
Thank you for making us your go-to source for real estate content marketing insights. Please join us in 2019 to learn the latest on measuring content marketing success and everything else you need to grow your real estate business.
Related posts:
- Three Ways to Boost Your Real Estate Marketing with Video
- Infographic: Real Estate Social Media Strategies
- Video: How Content Marketing for Real Estate Can Help Sell Properties
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