In Real Estate, great content is the basis of every marketing campaign. Photos, videos, and floor plans (interactive, 3D, and drawn), showcase the structure, the story, and the potential for every listing. A detailed-driven cleaning, staging, or basic decor arrangement, coupled with a creative eye and experienced lens, produces quality, inspiring, sellable, content. With this in mind, the importance of progressive, story-telling video production is an essential tool for real estate marketing, and is imperative for high-end listings.
The Truth. Plain and simple, buyers want to see an accurate portrayal of a listing based on what it is now, and then the potential of what it can be in the future. Buyers want to be inspired, and the best way to do that is to invoke an emotional response with the story you’re trying to tell – be a storyteller!
Don’t sell lies, it’s bad for relationships, your reputation, and the longevity of your business! Additionally, please don’t create a slideshow of the photos, upload it to YouTube, and call it a video. That is not a video. If buyers want to see a slideshow they can do so in gallery view or scroll through your photos accordingly, without the Ken Burns effect. If you promote a video, make sure it’s a real video walk through!
Photos will showcase the details, the must-haves, the non-negotiable for the buyers – “does it have what I need – does it have potential?” – but the video will be the decision maker, the tipping point on whether or not to contact the agent and pursue the listing.
Create Great Video Content:
Now that you have a clear, direct, inspiring video, it’s time to share it. Too many agents spend marketing dollars on video content, upload it to YouTube, and don’t do anything with it! Direct people to it within your digital and social marketing campaigns, have it play on loop at open houses, or feature it on your website – the content has the ability to implemented across your marketing strategy.
Speak with your marketing team or photographer about the importance of video and what you are looking to achieve; with clear, creative messaging, and a cohesive promotional strategy, video will be an impressive addition to your marketing campaign.
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