top of page

Close More Deals in 2024: The Guide to Using Video in Real Estate



In 2024's competitive real estate market, standing out from the crowd is tougher than ever. Forget the static photo slideshows and generic descriptions – captivating video content is the key to unlocking more deals. This definitive guide will equip you with the knowledge and strategies to leverage video's power and skyrocket your sales success.

The Irrefutable ROI of Video

If you want to stay relevant in this shifting landscape, it’s time to start incorporating high-quality video into your marketing strategy. 


  • 403% More Inquiries: Listings with video receive a staggering 403% more inquiries compared to those without (PhotoUp). Translate that into more potential buyers vying for your listings.

  • 85% Higher Buyer Engagement: Video tours ignite an emotional connection with viewers, generating 85% higher engagement compared to static content (Investorra). Engaged buyers are more likely to schedule showings and make offers.

  • 97% Purchase Conversion: Studies show that 97% of buyers are more likely to purchase a property after watching a video tour (BigVu). Imagine closing deals faster and reducing time on the market.


It’s not that videos are “nice to have” anymore. We'd say video is a must if the stats above told us anything. But what kinds of videos should you include and how do you make them professional, especially if you’ve never tried before? 


Beyond the Tour: Expanding Your Video Strategy

Most people think of listing videos as a first thought. After all, you’re trying to sell your listings, right?


But there are many ways to create real estate videos, and even ways to elevate those listings creatively–in fact, we have a whole post on that. But if you’re just scanning through, here are a few types of footage to add to your content mix.


  • Drone Flythroughs: Elevate your listings with breathtaking aerial views that showcase the property's setting, surrounding neighborhood, and unique features.

  • Virtual Open Houses: Host live video open houses on social media platforms like Facebook or Instagram to reach a wider audience in real time.

  • Testimonials and Interviews: Feature satisfied past clients sharing their positive experiences to build trust and credibility.

  • Social Media Shorts: Create bite-sized, eye-catching video snippets showcasing property highlights for rapid social media reach and engagement.


These are just a few ideas to add to your mix. In short, anything is better than nothing, but the higher quality videos you can produce, the more likely you are to attract serious attention to your properties. With that in mind, here are a few tips for creating class videos.


Professional Production Value

You don’t have to invest in high-end equipment to get the perfect shot. Just a few walk-throughs with your iPhone can do wonders. Newer models have excellent cameras; they’re lighter and easier to port around, especially if you’re shooting alone.


If you can, investing in professional videography or learning basic filming techniques is a good idea. Shaky phone footage screams amateur, whereas polished visuals convey professionalism and trust. 


Take someone with you to help film–if not a professional videographer, at least a colleague who can capture you is better than a selfie stick.


Storytelling, Not Selling

Focus on weaving a narrative that showcases the property's unique personality and potential. Instead of simply listing features, paint a picture of the life waiting to be lived within its walls. Pour a cup of coffee, open the blinds on a sunny afternoon. You want people to feel the essence of the property rather than seeing a perfectly staged but lifeless panorama.


If you don’t have access to the property at all times, try a neighborhood drive through, or walk down the street talking about the amenities around. The more you can get potential buyers wrapped up in the story, the easier your job will be when it comes to closing the deal.


Keep it Concise and Compelling

Aim for 2-3 minute videos that showcase the essence of the property without overwhelming viewers. Remember, shorter attention spans demand engaging and concise storytelling. 

You can also tailor video length to specific platforms. For example, your Reel would be shorter than a walkthrough tour that you might post on YouTube.


The good news is that you can repurpose the same video for several different platforms to get more mileage out of each filming session.


Mobile Optimization

Over half of viewers access content on their phones. You’ll need to be sure your videos load quickly on all devices. This might mean compressing the video or shooting the same set in different formats.


Remember, the details in a horizontal video might get lost when you squeeze it into a vertical frame, but vertical videos can’t show the big picture in the same way. So keep versatility in mind when you’re taking your footage.


Measuring Your Success

Naturally, more sales will mean you’re on the right path. But in the meantime, you can track the success of your video efforts by analyzing website traffic, engagement metrics, lead generation, and ultimately, conversion rates. This data will help you refine your strategy and maximize your video ROI.


By embracing video's transformative power and implementing these actionable tips, you can unlock an era of increased engagement, qualified leads, and closed deals in 2024. Remember, in this dynamic market, captivating storytelling through video is not just a trend – it's your key to exceeding expectations and achieving resounding success.


Comments


bottom of page