Let's start by first assuming that you already know why real estate marketing videos are essential for promoting your business and your listings.
Circling back, let's assume that you're already on board with video. For the sake of this article, let's also assume that you've already had a few videos created either by working with a drone company in Western Massachusetts that specializes in drone videos for real estate or by shooting it yourself (seriously not advisable, but let's roll with it).
You've put the video on YouTube and you're waiting for the leads to start rolling in. But... nothing is happening. You're not getting any views, no one is calling you about the listing, and it's like the video doesn't even exist. Don't worry, you're not alone. We talk to clients all the time who have had the same issue. More often than not, it has nothing to do with the quality of the video and everything to do with how you're presenting it to your potential clients. With that being said, let's get into the
Top questions we get all the time about real estate marketing videos
Is my video authentic?
What does that mean? Well, potential homebuyers can sniff out a fake from a mile away. If you're trying to be someone you're not or if you're trying to appeal to a buyer that you think would like your listing when, in reality, it's not the right fit for them, then you're going to have a harder time selling that listing. Just be yourself!
What's the purpose of my video?
Before you start shooting, it's important to think about what the purpose of your video is. Are you trying to show off the neighborhood? The inside of the home? Both? Once you know what you're trying to achieve, it will be easier to plan your shots and put together a video that does what you need it to.
How long should my video be?
Short answer: as long as it needs to be. The reality is that most people have short attention spans these days, so the shorter the better. That being said, if you're trying to show off a lot of different things in your video, then it might be necessary to make it a little longer. Just don't get too bogged down in the details and try to keep it under 2 minutes if possible.
How often should I post videos?
This answer will vary depending on who you ask, but we think that consistency is key. If you're posting videos regularly, then your followers will start to expect it and they'll be more likely to engage with your content. That being said, don't feel like you need to post a video every day. Once a week is a good place to start and you can always ramp up your frequency if you find that it's working well for you.
What should I include in my video?
This is where things can get a little bit trickier because, as we said before, the answer will vary depending on what the purpose of your video is. In general, though, you should try to include a mix of B-roll (establishing shots of the neighborhood, close-ups of features in the home, etc.) and footage of you talking to the camera.
The script for your video will also be important. You don't need to write out a full script beforehand, but it's definitely helpful to have a general idea of what you want to say before you start rolling. If you're including footage of yourself talking to the camera, then we recommend using a teleprompter app on your phone so that you don't have to memorize your lines. Just make sure that you sound natural and not like you're reading from a script!
What if I don't have any footage of the inside of the house?
If you don't have any footage of the inside of the house, then you can always use still photos. Just be sure to mix things up a bit so that your video doesn't look like one big slideshow. You can also try using B-roll footage of the outside of the house or the neighborhood to break things up, or you can mix things up with different kinds of real estate videos - click here to read more about it.
Is it better to make these videos by myself or hire a drone company?
At the risk of sounding biased, we always recommend working with a professional drone company for your drone real estate videos, even if you're comfortable using a drone or have the money to spend to buy one. The reasons for this recommendation are simple - when you need something specialized done, working with a professional who specializes in it will always produce better results. There are plenty of great real estate video companies in Western Massachusetts that can help you get the footage you need.
Should I include a call to action at the end of my video?
This is another one of those questions where there isn't a right or wrong answer, but we generally recommend including some sort of call to action (CTA) at the end of your videos. Whether it's asking people to follow your page, subscribe to your channel, or contact you for more information, a CTA is a great way to encourage engagement and get people to take action after watching your video.
Is my audio any good?
This is probably the most important question to consider when shooting your video. If your audio is bad, then people are just going to turn it off and move on. Make sure that you're in a quiet place with no background noise before you start recording and that you have a good microphone.
Am I using the right keywords?
If you're not using the right keywords, then your video is not going to show up in search results. Do some research on what people are searching for when they're looking for a home in your area and make sure that you're using those keywords throughout your video.
Are my videos mobile-friendly?
More and more people are watching videos on their phones these days, so it's important to make sure that your videos are optimized for mobile. This means using a 16:9 aspect ratio and shooting in HD if possible.
Do I have releases for everyone in the video?
If you're shooting footage of people, then you need to make sure that you have signed releases from everyone who appears in the video. This includes people walking by in the street or in the background of shots.
Do I have releases for any copyrighted material?
If you're using any copyrighted material in your video, then you need to make sure that you have a release from the copyright holder. This includes things like music, photos, and videos.
Conclusion
Hopefully, this has given you a better idea of what goes into creating a real estate marketing video. If you have any other questions or if you need help getting started, then feel free to contact us and we'll be happy to help.