Homebuyers are consuming content all day long, and videos are an ever-growing share of what they’re looking for online.
According to Oberlo, 92.8% of internet users watch videos online at least once a week. According to TechJury, 66% of internet users consume video content more than any other kind. 92% of mobile users share video content they watch with others. And depending on whom you ask, YouTube (a Google-owned product) is ranked consistently as either the second or third most popular site by search volume, after traditional Google Search and Google Image Search.
In other words, the most important medium for showcasing your listings isn’t listing photos. It’s virtual tours and property videos.
–Stacy Benedict, VP, eCommerce and Marketing, BHHS Florida Realty
Read our customer story to learn how the Constellation1 Digital Marketing Suite has powered 20 years of success at BHHS Florida Realty
Make no mistake, high-quality listing photos are great (and often required), because they’re still the go-to for MLS listings and all the resources and platforms that utilize MLS data. But video has undeniable benefits. Let’s look at some of those below.
People are busy and distracted, so when it comes to consuming content online, what do you think will catch their attention more: a paragraph of plain text, an image, or a well-made video? Chances are most people will choose to watch the video, since it’s the easiest (and often the most enjoyable) way to absorb information.
By some estimates, videos are shared 1,200% more than images and text. This is because videos grab users’ attention (see above) and are more effective at stirring the emotions that get people to like, comment, or share. When viewers watch videos they like, they usually can’t wait to share them with their friends. This is especially true of well-made listing videos!
A picture is worth a thousand words, but what is a video if not a thousand pictures strung together? That’s a lot of words! Instead of telling viewers what they should like about a listing, a video really shows them. Why talk about high ceilings and an abundance of natural light when agents can take a video showing them to viewers in real time? And there’s nothing quite as effective as helping a prospective buyer imagine themselves owning a particular property than sharing a great video or virtual tour (apart from setting up a showing, of course!).
Videos are an excellent search engine optimization tool. Remember, more and more people are relying on videos in general and YouTube in particular to find what they’re looking for online.
Several important factors contribute to boosting SEO ranking:
If you’re on social media platforms like Instagram and TikTok, you’ve probably seen an explosion of “real estate influencer” accounts. From the informative to the entertaining to the satirical, there’s something for nearly everyone, from budding superstar agents to expert brokers to people just looking for a laugh.
These influencers may be on to something! Having an online presence that doesn’t focus solely on listings and provides useful advice on all sorts of topics of interest to both agents (lead gen tips, personal branding, time management skills, etc.) and consumers (buying their first home, breaking into real estate investing, mortgage tips, etc.) can be a relatively easy way to build your brand and (ultimately) get more leads and more eyes on your listings.
Does that mean everyone needs to break out the tripod and start dancing on TikTok? Of course not! But helping your agents post video more effectively online will only benefit your business, both now and in the future.
Across platforms and across content areas, there are a few things you can do consistently to make your videos pop:
Video is a powerful tool in your marketing toolbox, but many agents are either too busy or not tech savvy enough to post consistent video content online. That’s where Constellation1’s Digital Marketing Suite comes in. Our Digital Marketing Suite syncs directly with your agents’ MLS listings to automatically create clickable and shareable videos that post directly to YouTube, no extra work required.
–David Caveness, President, Carpenter Realtors
Read our customer story to learn how Carpenter Realtors leverages Constellation1 Digital Marketing Suite
at their brokerage
If you want to reap the benefits of video marketing at your brokerage without hiring more staff or overburdening your agents, then you need Constellation1’s Digital Marketing Suite. In addition to leveraging the benefits of video, you could also take advantage of: