As a real estate agent, you’ve likely heard that video is the future.
And, while you may not be super excited to get on camera, you know that in order to be successful you may need to whip out the camcorder (or your smartphone) and get to work. But, how do you do it for maximum efficacy?
For today’s discussion, let’s separate ourselves from the world of videos for listing marketing. To be honest, that should already be part of your marketing — let’s talk about video marketing for your brand.
We hear about it from our clients all the time: Should I be investing in video marketing? Is it worth the time? Where should they go? All of these are valid questions and all of them tie back to your overall digital strategy.
The Importance of Rich Media
Let’s start our conversation with a word you should know: rich media.
This is a term used to describe any sort of “advanced functionality” that builds on online content. That includes things like video, audio, even something like a poll or a comment section could be considered “rich.”
Therefore, the only reason you should use video is to have it as rich media — building on the content you already have, so it can serve as a key tool to get someone to do something. To have them engage or to act.
Especially in 2020, and in a post-COVID-19 market, the best way to invest in your video strategy is to understand it as a key element of your overall digital strategy.
Video Marketing, Your Website, and Your Marketing Mix
It all starts with your website.
That’s because your website is at the very center of your marketing mix. Everything else you create should point toward it, and should convince people to interact with it on some level.
What a lot of agents get wrong is that they create videos only to live on platforms like Instagram and YouTube, which is effectively promoting those platforms and not their website.
Sure, you may want someone to stay on your YouTube channel for hours watching videos, but then what? If you don’t give them a reason to view your website, all you’re getting them to do is consume without action.
Ultimately, we need to view video as a means to an end. It is designed to get someone to do something, to get them to act, and to provide rich media to make a better impression that gets them to that point.
Using Video As A Call To Action
We have talked before at length about the concept of the call to action (CTA).
What we know is that it is imperative to the health of your website, your brand, and your business. It gets people in the door, it gets them to consume content, and it gets them to convert with confidence (in that order).
The best part about video marketing is that it can do all three, but only when you have the right strategy in place.
Imagine it like this: You create a YouTube video describing the top five things a client should look out for during a home showing, you walk them through the content, provide your expertise, and at the end you ask them to sign up for your newsletter (to get into your database), to visit your site, or to simply follow you on social media.
All three of these things are a call to action, and each has a different level of commitment behind it. The thing is, though, that most agents bury this section at the end of their video or don’t mention it at all.
Especially during (and after) the COVID-19 pandemic, there is an entirely new knowledge base that both agents and clients are encountering for the first time. People are re-learning the buying and selling process during the “new normal” (and what life looks like moving forward).
Video Strategies: Driving & Converting
Ultimately, the fundamental role of video marketing is to serve two different purposes:
- Driving people to your site
- Converting them on your site
The first is what you may be the most familiar with, things like YouTube or Instagram videos about educational topics that get someone interested in your brand to learn more about you. The point of these videos is to drive people to your site.
When we think about converting, though, we pivot away from educational videos and focus more on “proof” videos. Whether those are testimonial videos, videos of you and your team at work, or interviews with service providers or other agents.
As we separate video content into these two separate camps, it becomes easier to understand how video is not an end of itself — it’s a means to an end to get people on your site and interacting with your brand.
Is Video On Your Radar?
If you have been thinking about your video strategy, it truly begins with your digital strategy.
That’s because your website is bolstered by the inclusion of video, but not defined by it, and video for its own sake is typically ineffective or doesn’t drive leads at the same time that it may build your brand.
Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.