The Real Value of Video is the Payoff

As real estate, mortgage and title company professionals we are seeing marketing shifting to video more and more. Why? Video is one the most powerful and fastest ways to convey a message to your target audience.

In today’s world, consumers would rather see a video of a house or a real estate agent talking about relevant real estate topics versus still pictures or words. As I meet with real estate agents day to day they tell me that they don’t necessarily want to use video in real estate because they are afraid or because they have certain fears.

Many agents agree that video is a powerful tool and a future necessity in their business, yet they still don’t want to be in front of the camera. I tell them that they need to overcome their fears and anxiety because using video will shorten their sales cycle and lead to new business.

In fact, according to a recent study done on Mashable, 73 percent of homeowners were more likely to list with an agent offering videoHere are some misconceptions about using video and how it can effectively assist in cultivating clients:

The real value of video is the payoff.

What video can do for your real estate business is huge. I think sometimes real estate agents don’t see the immediate value in video because the payoff is not always immediate. With that said, videos created today can and will sell for you 24/7 online, and they can be syndicated to your social media network to maximize exposure.

Video also drives website traffic. Websites with video keep prospects on websites longer and it also helps retain visitors. The average website visitor spends up to 88 percent more time on a website that contains video versus a website that does not. The more time someone spends on your website learning about what it is you do, the greater your ability to convert that person into a client. Here are the benefits of what video does for your real estate business:

  1. Fastest way to convey a message to your target client.
  2. Sells and promotes your real estate business 24/7.
  3. Allows the consumer to see, hear and get to know and like you — before you meet them.
  4. Shortens your sales cycle (Who doesn’t like that?).
  5. Will continue to be a growing segment of real estate marketing going forward.

The one thing that is constant in real estate is change. Now is the time to overcome your initial fears of using video in real estate and start shooting. Your target audience will thank you for it.

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Photo by Flickr user Javier Morales

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