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Infographic: Best Video Distribution Channels for Real Estate Marketing
Knowing the right video distribution channels for your real estate marketing videos can go a long way toward driving traffic and getting your content to your target audience.
Highlights:
- Choose video distribution channels that match your marketing goals.
- Don’t underestimate the power of your own network — use this network as the starting point for distribution.
- Paid ads can give video an extra boost.
You made the leap and embraced video marketing, the latest trend in digital marketing. The videos are informative and show what makes your brand unique, BUT they are not getting the views or shares you were expecting.
After dedicating your time and hard work (not to mention, marketing dollars), you want to make sure your real estate marketing videos are getting in front of your target audience and helping move buyers down the sales funnel. How can you do that? The answer is distribution.
Choosing the right platform (or platforms) to distribute your videos will help boost reach and ROI. But how do you know what platforms are right for you? Platforms and marketing trends are constantly changing; it’s hard to know which distribution channels are best for your target audience. Let us help.
Here are the four best video distribution channels for your real estate marketing videos.
1. Your network
Don’t underestimate the power of your own existing network. Send your videos, via email, to your primary contacts and everyone in your current database. In a recent study, emails with video had a 96% higher click-through rate than emails without video. With such increased engagement numbers, including video in your emails is surely a homerun.
2. Social media
Platforms like Facebook, Instagram, Twitter, Snapchat, and — of course — YouTube are great to reach your target audience. Within the social media category, you want to consider which platforms suit your content best. YouTube is a great place to start, but there are also many real estate specific online forums and social groups that can benefit you as well.
And don’t worry if you have longer videos that won’t work for platforms like Instagram. You can easily create teaser videos for promotion on Instagram that link to your long-form videos embedded on your website or video channel.
3. Blogs
Blogs are one of the easiest ways to drive organic traffic and increase lead generation. Promote your video on your own blog to reach your followers and boost your SEO. Blogs are also a great place to experiment with different types of marketing videos. Whether video tutorials, interviews, or even “Get to Know Us” videos, your blog is great place to capitalize on your videos by integrating them into your existing marketing efforts.
4. Paid ads
While the first three video distribution channels that we discussed are organic, sometimes it is well worth it to use paid ads to give your videos a significant boost, such as Google Ads. Paid ads help get your videos in front of prospective buyers and renters faster than would happen organically. Pair quality video with a comprehensive digital advertising strategy, and you will be in a position to drive more traffic, create more brand visibility, and sell or lease more properties.
Bottom line
We live in a highly visual world. Real estate marketing with video is an immediate and effective way to reach your audience and show them what makes your brand and properties special. Using the right video distribution channels helps you get the most out of your video marketing efforts.
Related posts:
- 6 Simple Tools for Creating Animated Real Estate Marketing Videos
- 4 Real Estate Blogging Tools You Should be Using
- 3 Ways to Boost Your Real Estate Marketing with Video
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Top 5 Real Estate Marketing Tactics
Here are 5 real estate marketing tactics to increase website traffic, user engagement and leads.
As a real estate marketer, you’re always looking for ways to find more clients and grow your business. You already understand the need for a marketing strategy. But sometimes it’s challenging to identify the most effective marketing tactics to reach your audience.
The following are 5 real estate marketing tactics that are especially useful for engaging with prospects for luxury development projects.
1. Use AR and VR
Images are central to all types of digital marketing but they’re absolutely crucial when it comes to real estate. If you want to showcase the best of your luxury properties, it’s essential to display compelling, high-quality photos. You can make your imagery stand out even more by using the latest technology such as AR and VR.
It’s now possible to give prospects a virtual tour of your properties using virtual reality (VR) or augmented reality (AR). VentureBeat asks if such technology will mean the end of open houses. There’s still a lot to be said for giving people live tours of properties, of course. But VR and AR can give non-local prospects (or busy nearby ones) a great introduction to your luxury properties. Unless you’re experienced with photography, hiring a skilled real estate photographer can be a worthwhile investment.
2. Add Distinctive Features to Your Properties
Customers in the luxury real estate market like to see unique amenities that set a property apart from others. Quality photos are, for obvious reasons, the foundation of real estate marketing. As already noted, you can increase engagement by using creative and high-tech methods such as VR and AR. It also helps to have interesting and unique items to display in your photos (as well as videos).
Images of eye-catching details, decor, and amenities make your property memorable. Wellness amenities, for example, are quite popular in any type of luxury development. This includes yoga studios, meditation areas, tranquility-inducing artwork, and comfortable seating areas, off of which can be featured in your marketing. You can add many such elements without going to great trouble or expense. Repurpose existing spaces for a quick shot at little cost.
3. Use Postcards for Website Traffic
Real estate professionals generally focus on digital marketing today — and for good reason. Digital ads, your website, social media, and email are the most direct and economical ways to reach your audience. This doesn’t mean you should completely ignore traditional, offline methods. Direct mail, especially postcards, can be an effective tool to supplement your digital efforts. Postcards are highly visible and relatively cheap to send. You can use them to send prospects to your website.
4. Create Stories on Instagram or Facebook
The Stories feature on Instagram and Facebook lets you create targeted content for your luxury development prospects. This is spontaneous, short-lived content that your followers can see for 24 hours. You can use Stories to provide quick tours of properties, to discuss real estate trends, or to give advice to potential buyers or sellers. You can also create engaging polls and contests on Instagram and Facebook, and use Stories to promote them. If you want to amplify your reach, leverage paid advertising.
5. Tap Into the Power of Video Marketing
Videos are one of the best ways to reach your real estate prospects. People are consuming more and more videos, on YouTube, other video sharing sites such as Vimeo websites, and on social media. You can use videos to give tours of your properties or to discuss the real estate industry in general. There are several key benefits to video marketing for real estate. You can showcase properties, establish your credibility as an expert, and drive traffic to your website. Once you create a video, you can use it in multiple ways: upload it to YouTube, post it on your website, share it on social media, etc.
These are some of the best tactics to grow your luxury real estate business. And they all work even better in unison. A variety of methods build traffic and send prospects to the most appropriate place. Digital marketing is always evolving so it’s important to stay current with the very latest trends and tactics.
Related posts:
- Top 5 Real Estate Marketing Influencers
- The Role of Social Media in Luxury Real Estate Marketing
- 4 Real Estate Marketing Trends 2018
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Top 5 Blogs for Real Estate Marketers
Blogs are an ideal source of knowledge and insights for real estate marketing professionals. Here are our favorite five blogs for real estate marketers to follow.
Highlights:
- Up-to-date knowledge is crucial for real estate marketers.
- Following the right blogs sets you up for success and keeps you aware of conversations in the industry.
- These five blogs for real estate marketers are our favorite sources of knowledge and insights.
Promoting your properties, growing your business, converting leads — it’s all about having the knowledge-base that shapes your strategies and solutions. There’s always something new to learn in real estate marketing. We think this makes it an incredibly exciting field — but we also know that it can be equally overwhelming.
If you know where to look, there’s a vibrant conversation going on among real estate marketers as an ever-growing field of ideas is being generated and discussed. We’ve compiled this list of our five favorite blogs for real estate marketers that we think you should be following, too. These are ideal places for information and ideas about overall best practices, social media use, writing effective content, and more.
5 blogs for real estate marketers
1. Propmodo Real Estate
Propmodo Real Estate is the place for cutting-edge insights into how technology is changing the way commercial real estate is acquired, managed, and used. This multimedia site follows people, practices, and tools that are shaping the business of real estate.
A few of our favorite posts include a discussion of the commercial real estate sector’s embrace of lease automation, and “Viral Marketing and Buzz Marketing: What is Better for Real Estate Business?”
2. BombBomb
Like Propmodo, BombBomb’s blog is real estate-specific and dedicated to building relationships through video to create more opportunities in email, text, and social media. It’s particularly strong on email marketing, which is still the most profitable form of marketing online.
We love what BombBomb has to say about the nuts and bolts aspects of real estate marketing, but they also have some great think pieces. For example, a recent post and podcast episode on “Trust, Neuroscience, and the Customer Experience” explored the neuroscience behind trusting relationships with clients, the nature of trust itself, and how to cultivate it.
3. HubSpot Marketing
HubSpot Marketing is a phenomenal resource for all content marketers, including real estate marketers. It covers everything you need to know to become a marketing whiz. Topics include SEO, blogging, social media, lead generation, email marketing, lead management, analytics, and more.
These experts in content marketing may not be writing specifically about real estate, but we have them on the list, since it’s worthwhile for real estate marketers to be aware of the larger ideas and solutions being discussed as it pertains to content marketing.
4. Geek Estate
A good choice for the tech-savvy marketer, Geek Estate focuses on what’s happening in real estate technology — for example, the changes happening with Zillow and Trulia. This is a great resource for being on the cutting-edge of upcoming trends.
Geek Estate is a private community of real estate technologists, innovators, and founders. Much of their content requires a subscription, and membership could be well worth your while. The blog has recently tackled the subject of “Uberizing Real Estate with Zillow Offers.”
5. Social Media Today
Like Hubspot, Social Media Today isn’t specifically focused on real estate. However, it’s a great go-to resource for all things social media, a crucial topic for real estate marketers. The blog frequently features insights from leaders in the field. And SMT’s team of influencers covers topics including social media developments, trending, social marketing, digital strategy, and content marketing.
SMT is a particularly good source of up-to-the-minute news from the social media and larger tech sector. The site keeps closely abreast of the latest developments, and keeps a roundup of social media updates separately archived for easy perusal.
Read them all or pick your favorite — you’ll benefit from increasing your knowledge.
Related Posts:
- Infographic: Real Estate Social Media Marketing Strategies
- A Visual Guide to Social Media Posting Frequency for Real Estate
- Video: Top Real Estate Marketing Trends 2019
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Content Marketing vs. Sales Staff: Who Does What?
When your content marketing and sales forces align their efforts, they form a powerful symbiotic relationship that grows your brand and your bottom line.
There’s a big misperception out there that content marketing represents some kind of threat to the job security of sales personnel.
It’s absolutely true that content marketing is an inbound approach, contrary to the traditional outbound approach of a real estate sales force. But make no mistake: Content marketing is not a substitute or replacement for an expert sales staff.
In fact, it’s when marketing and sales work in tandem that they’re most effective. They can help each other out to generate more leads, nurture current leads more effectively, and even help close more deals.
Content marketing helps generate a steady flow of quality leads, and it provides targeted information to usher prospects down the sales funnel. But even quality leads don’t turn into sales on their own. This is where a sales staff comes in — to take those leads and cultivate them into new business.
Content marketing vs. sales: Division of labor
For content marketing and sales to work seamlessly together, it’s important to have a clear idea of the role of each. They provide different touch points for leads at each stage of the buying cycle. Here’s a quick primer:
1. Forming a relationship
In this early stage of the cycle, your content marketing efforts go toward opening up a dialogue with potential buyers and renters. Often, potential leads’ first engagement with your property comes when they come across one of your blog posts while searching the web or see one of your social media posts because they’re connected to one of your followers.
This is when your sales staff picks up the ball, keeping that positive contact going by developing it into a conversation. It’s your sales team’s job to cultivate an ongoing personal relationship with leads that come in because they encountered your content.
2. Providing information
Now that you’ve established a relationship and your sales team is continuing a dialogue with your prospect, content marketing can step in. Potential buyers spend more time than ever researching properties, considering content such as blog posts, neighborhood guides, and social media posts before making a purchase decision. The content that you share with prospects at this stage of the buyer’s journey should be designed to answer informed questions and tip the scales in your favor.
At this stage, your sales staff should be directly answering questions from prospects. When a lead reaches out with a query, it’s likely that he or she has done a fair amount of research. So your sales reps need to speak specifically to the customer’s needs in a way that content alone can’t do to keep them interested and moving down the funnel.
3. Advocating for your brand
Content marketing increases brand awareness for your properties. It helps elevate your brand position within the real estate industry and keeps your property in their sightlines, even at a time when potential buyers aren’t ready to make a purchase.
When a prospect is preparing to make a purchase or to rent property, your sales staff is the primary advocate for your brand and properties. They should be proactive in pursuing business when leads show interest in your content or when they reach out with questions. They drive dialogue and get to know potential buyers and how your property can suit their needs.
A match made in heaven
When content marketing and sales work together, you’ll see the results hit your bottom line. Curating and creating great content will generate quality leads for your company and can empower your sales force to build relationships with potential buyers and renters — and to close the deal.
Related posts:
- Infographic: Real Estate Marketing Trends 2018
- 10 Social Media Statistics for Real Estate Marketers 2018
- How to Measure Brand Awareness: A Guide for Real Estate Marketers
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Infographic: Content Marketing Statistics Every Real Estate Marketer Should Know
It’s a given that if you’re a real estate marketer, content marketing should be a big part of your strategy. These are the content marketing statistics you should know about.
Real estate marketers should definitely be adding inbound marketing (content marketing) to your arsenal if you want to reach occupancy at your property. This doesn’t just mean the occasional blog or social media post. We’re talking a full range of content: video, high-value resources, etc.
We’ve pulled some of what we think are the most interesting content marketing statistics out there right now. Take a look at our infographic at the bottom of this post. We hope it will help spark some ideas for you own successful real estate marketing strategy.
Content marketing statistics — the big takeaways
This shouldn’t come as a surprise: the biggest thing you should be taking away from these statistics is that a well-documented, consistent content marketing strategy absolutely needs to be part of your overall business model.
Consider this: 90% of home buyers look online to find their next home, and 70% of them will be getting a sense for who you are through your online content. And by content, we don’t mean ads. we mean the inbound marketing materials like blog posts, videos, case studies, ebooks, and other content that you produce.
The content you create, curate, and share is the single best brand ambassador you have. Too many real estate marketers take a passive approach to their online reputations, rather than taking control of this goldmine of a resource. Content marketing is about using your expertise and what’s special about your brand to become a resource for your audience, and to generate leads by developing meaningful and lasting relationships with your prospects.
We’ve pulled together this infographic of content marketing statistics to give you a full picture of the value of content marketing when it comes to real estate.
Infographic: content marketing statistics for real estate marketers
Data for the infographic came from REASS. (Made with Canva)
Related posts:
- 10 Quick Ways to Grow Brand Awareness
- 4 Types of Content You Need to Sell Real Estate (Besides Listings)
- How to Use Guest Posting as Part of Your Content Strategy
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