Question: Is video the future of real estate marketing?
Thanks for reading this blog.
Okay, I’ll flesh that out a bit! But after I do, we need to ask the really interesting question which is, if the video is the future of real estate marketing then why are the vast majority of agents in the UK not using it right now? Now, that’s a good question!
First to defend the premise. It’s no secret at this point that video is an extremely effective tool in the marketer’s kit. The EDEN website and blogs are littered with statistics and studies that bare this out, but let me mention a few more to reinforce the point:
- 74% of marketers say video has a better return on investment than static imagery.
- 68% of marketers say video has a better return on investment than Google Ads.
- And remarkably, 30% of marketers see video as a more important part of their strategy than their website!
I don’t know about you, but there doesn’t seem to be much wiggle room here – video marketing just works. Statistically speaking, using video increases traffic and lead generation, which leads to more conversions and increased sales – it’s pretty simple, and at this point, it’s an established fact. In fact, to put the cherry on the cake read this article that suggests Real estate listings that use video marketing receive 403% more inquiries than those without video! If that is not emphatic enough to make the point then nothing is.
And of course, these trends can be applied to the real estate industry.
In fact, it’s hard to think of a sector that could be more positively impacted by the use of video than real estate. Property listings rely on the initial impact of visual images to hook potential buyers because buying a property isn’t an intellectual exercise, it’s a deeply emotional one. People buy with their hearts primarily, they want to fall in love with the idea of a home and the future it promises.
So the next logical question is, how as marketers can we best facilitate that emotional connection with a property (or a product or a service for that matter!)? Well, images are going to do a pretty good job, but the statistics demonstrate that adding video into the equation will do a whole lot better.
I have been lucky enough to film some beautiful luxury properties both commercial and private over the last few months, and this has really piqued my interest in the real estate market…
Now to the question that I’m really interested in… if this is all true then why aren’t more agents in the UK utilising video marketing?
Honest answer; I’m not really sure!
I’ve spoken to a few agents who have explained to me that the industry is archaic and resistant to change. So the answer in large part might be that most agents aren’t using video yet because most agents aren’t using video yet! Sounds a bit circular doesn’t it… If you have thoughts on this please let me know, I’m very interested!
I do think however that the current situation presents opportunities to those first adopters to jump out ahead of the market on the use of video marketing in real estate listings. And if the statistics hold true in the sector then you can bet your bottom dollar it won’t be long before others follow.
If you are in the real estate sector and would like to explore the use of video marketing for your listings, please do get in touch, it would be great to connect with you.