One of the most important marketing tools in real estate is video marketing. Even before the pandemic forced many prospective buyers indoors, 39% of buyers relied on video to try and shop for properties. 57% even stated that videos are very useful in the home shopping process. The problem, however, is that only 11% of sellers reported their agent having used video to market their home.
With over 5 million hours of videos watched on Facebook every day, video is quickly becoming the next wave in marketing. Real estate is no exception.
That being said, it is not enough to simply point and record videos of your listings on your phone. Your prospective buyers expect a certain standard when it comes to marketing videos. Any mistake you might can hurt your brand and make it more difficult for you to find the right buyers.
To help you traverse this challenging endeavor, we have created this list of video marketing mistakes commonly committed by real estate agents. With no further ado, here they are:
1. Not taking time to rehearse
In this day and age, a real estate agent’s first impression is through their ads. As such, it is important to rehearse and get that impression perfect. Failure to do so can make you appear nervous, unsure, and unreliable. For best results, it is important to rehearse until all the nerves are and apprehensions are gone.
Rehearsing also reduces the number of takes to get it right. This can lower the number of hours it takes to film your videos, and therefore the amount of money you spend on video production.
2. Focusing on too many messages
One of the most common mistakes real estate agents make is that they try to put too much into the video. While it would be good to educate people about your services, this might lead to a video that is too long. What many digital marketers and video marketers know is that you should get to your message as quickly as possible, lest your viewers get bored halfway through.
Do not try to make an all-in-one video. If you have a lot to say, consider splitting the subject up into a series of different videos, each with their own area of focus. Introduce your business in one video, and showcase testimonials to your audience with another. Whatever you want to communicate, make sure it is the only focus in each ad.
4. Bad production quality
As we have mentioned before, it is not enough to point and shoot with a cellphone camera. This alone is not enough to showcase a property in its best light. For that, you need good lighting, decent video recording cameras, a talented videographer, quality editing, and so on.
If you plan to make more complex marketing ads, you will also need good sound equipment and sound editing. The better the quality of your video marketing, the better it is for your brand and business.
The field of real estate gets more and more complicated each year. As consumer habits change, it is important to adapt with them. In this regard, video marketing is the next big opportunity real estate agents cannot ignore. It can give you that competitive edge that can attract the best and most capable buyers and sellers.
If you’re looking for help with your video marketing, schedule a discovery session with us now at Lavender Digital. We are an agency that captivates audiences, inspires action, and drives results.