To make sure you stay top-of-mind, it’s important for real estate agents to stay on top of the newest technologies and popular methods for getting and staying in contact with clients and prospects. A great way to connect with clients is through video marketing.
There are a number of benefits to using video in your marketing efforts – social media sites push videos to the top of network feeds, live-video streaming is gaining popularity and modern internet users are looking for easier ways to connect online. In fact, according to a recent survey, 85 percent of buyers and sellers want to work with an agent who uses video as part of their marketing efforts. When it comes to generating more leads, video marketing is definitely a step in the right direction. Here are four ways you can use video to generate more leads and more business.
1. Spotlight your local area
We’ve heard it before, but it’s a tried-and-true method – feature things in your local area. Doing so can be as easy as using your phone to grab a quick video of your favorite restaurant or park, or the best kids’ playground. You could also interview long-time residents or even clients who just closed on their dream home, asking them why they chose this location. Upload the videos to YouTube and post links on your social pages and blog. If you want to try live-video marketing to show off your area, consider social media tools like Periscope, Facebook Live or Snapchat. There are some key differences between these tools, so it’s worth doing some research to see which is best for you. Follow the links to learn more about each, and see how you could use each to show off your local area.
2. Stream live videos to engage with online viewers
Before your next open house, share a sneak-peek of your favorite room in the house or a view of the backyard. Be sure to talk about both the features and the benefits of each. For example, if you’re showing off the expansive backyard porch, remind viewers that they could have a huge Independence Day BBQ with their family and friends or host their children or grandchildren’s graduation party. You could also host a live Q&A (perfect for Periscope), allowing the seller or yourself to show off the great features of the house while giving your audience a chance to ask questions.
If you’re looking for something new, consider hosting what Tom Ferry calls a “mega open house” and catching some of it on video. To host a mega open house, when you first obtain a new listing, rather than immediately posting it in the MLS, wait a few extra days. During that time, host a small get-together, and invite neighbors of the community to stop by and preview the house. In doing so, you’ll be able to connect with other members in the community. Remember, when a home sells in a neighborhood, generally one or two other local residents will decide to list as well. If these residents see your video, you’ll automatically be top of mind as the agent who specializes in that market. Think of mega open houses as a way for you to bring in more potential sellers. When you catch the buzz on your local video stream, you’ll be able to reach even more people.
3. Share teasers of new listings
Video teasers that show off the features and amenities of a new listing are great things to post on your blog, social and listing pages. In fact, homes listed with videos receive four-times the inquiries than those listed without. Give potential buyers the chance to see what this listing has to offer. Filming a walk-through of the property lets viewers see the flow of the home, rather than just disjointed pictures. However, remember that there are benefits to keeping some cards close to the chest. You have the option to give a grand tour through video and posting it on your pages, or you could show off a little and ask any interested parties to schedule a time with you to view the rest of the listing. While showing the whole property can help you weed through uninterested buyers, you may lose out on other buyers that you can help find the home of their dreams.
4. Show them why you’re the expert
Sharing educational content can be a great way to start getting your face in front of potential buyers. There are a wide range of topics you can cover that would be useful to different parties. Because of this, the first thing you should do is consider your audience, who you currently work with and who you would like to start working with. This can also affect your choice of video platform. If you want to target Millennial buyers, think about hosting a Q&A about the buying process through Periscope. If you work with empty-nesters, it might be more beneficial to post a video on your Facebook page with tips for downsizing. At the end of either video, offer them a free downloadable eBook or checklist to help them in their process. Drive these viewers back to your landing page and include lead forms, so you can capture their information and follow up with them.
While these are examples of evergreen content, you can also host video Q&As or film quick DIYs to post seasonally. Showing off your local beach or pool is great for the warm summer months, but might not be the best for the snowy season. You can also create a video of your favorite Thanksgiving table decorations, sharing the name of local stores where you found them, or even your favorite spring salad recipe, showcasing the produce you found at your local farmer’s market. Try to balance the seasonal and evergreen content, so you’ll have material to engage with followers throughout the year.
If you’re looking for more ways to get in front of home buyers and sellers who are ready to transact, Homes.com Local Connect Ads instantly bring you property inquiries from active buyers and sellers when they are ready to engage with you. Local Connect positions you prominently in front of transaction-ready consumers in your target zip code, while showcasing your photo or logo, phone number and endorsements.
For more information, visit connect.homes.com.
