Article brought to you by the Tech Helpline, a member benefit of the Kansas Association of REALTORS®.
You probably have heard that video is one of the most powerful and persuasive forms of communication. The statistics for the impact of YouTube alone are staggering: 2 billion monthly users, 74% of US adults use YouTube, and it’s the world’s second-most visited website, right after Google, which owns YouTube.
On Facebook, the popularity of video is equally stunning. More than 4 billion views occur on Facebook daily, totaling 100 million hours of viewing. Facebook also wants your videos posted directly to Facebook, as they get 478% more shares on Facebook than videos linked from other sources, like YouTube.
A Forrester Research analyst estimates that a minute of video is worth 1.8 million words, equal to more than 3,500 web pages. Most importantly, research by the National Association of Realtors found that 85 percent of all buyers prefer to work with an agent who uses video. However, NAR says fewer than half of all agents rarely or never use video.
While many agents may use video in their marketing and promotional activities, even then, their efforts often fall short. Video tours have long been the primary type of video agents create. However, most video tours yield only a handful of views. While some video tours may generate hundreds and sometimes thousands of viewers, those are the exception, not the rule for video tours.
How can you get more clicks when using videos?
Here are three hacks to help you generate more viewers and engagement when you upload and promote your videos on both YouTube and Facebook:
- Create community tours: When someone buys a home, they are not just buying a property; they are buying into a community and the lifestyle their local area offers. What the internet often fails to do, is visually showcase local communities with video tours. You can stand out from other agents by being the local expert and capture tours of what people want to see: the local stores, parks, community centers, schools, restaurants, hiking, or biking trails – whatever makes your community unique and livable. Creating videos that showcase the area where they are buying will gain many viewers and perhaps more deals for you.
- Local Market Updates: Being the local expert also means you know what is happening in your marketplace. The internet is filled with big picture real estate statistics but often misses the local picture. With video, you can share what’s happening down to the local neighborhood level: how many homes sold, their first offer price and final sales price, how fast homes are selling, new developments planned, and more. Giving context to local trends – year-over-year and month-to-month changes – helps communicate your expertise and trustworthiness. Market Update videos are great to share with both prospects and past clients as a way to stay both in touch and top of mind.
- Top 5 videos: One of the greatest challenges that agents face is figuring out what to share that people will be interested in reading or watching. Creating fresh and engaging content isn’t easy. But there is a tried-and-true formula that has worked for many agents who create videos that grab a lot of eyeballs. The concept makes it easy to figure out video content you can create that others will be interested in watching. It’s highlighting the “Top 5” in your community.
Being a local expert, you know more about your community than just the real estate market. You know the best places to shop, dine, relax, and explore. You can capture and share that knowledge on video. Top 5 videos can include the Top 5 places to eat, Top 5 parks, Top 5 hiking trails, Top 5 places to shop, and you can even get more specific, such as the Top 5 pizzas.
If you are in a market with seasons, you can create the Top 5 things to do in the winter/spring/summer/fall. Or feature the Top 5 community events. There are many ways to create fresh and exciting videos around this theme. Most importantly, these types of videos can help solidify your position as the go-to local expert.
As you can see, the one thing all these types of videos have in common is they have a local focus. Connecting your brand as the local expert by creating local videos helps you stand apart from other agents. By making video a key component of your marketing and promotional efforts, you can expand your reach significantly, reminding prospects and past clients about you and your real estate business.
And remember, if you ever have general tech questions, a Tech Helpline expert is only a call or click away!
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