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Why video marketing gets you more leads and better ROI?

By Biren Saini

Services for Real Estate Pros with Tourzilla

January 08, 2013 06:12 AM

Video is awesome Due to hyper local nature of real estate business, there is a unique opportunity to provide information - that your prospective customers are looking online - in a very compelling way using videos. Including video in your marketing efforts could help you generate a ton of leads but it takes commitment and little bit of effort.

If you are already convinced that video is the way to go for your marketing, download a free copy of 25 Guerrilla video marketing ideas for your real estate business.

Here are the reasons why video marketing can provide a better ROI -

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We (people) like to watch videos

If the first thing you noticed on this page is the video player (image) on right, then it proves the point. More so if you clicked on the image, before you finished reading first para. Sorry for the bluff btw, just wanted to prove the point, so I created the video player like image.
Reading is more work for our brain so it subconsciously prefers the video because information is fed in readily consumable format (visual, graphical and audio).

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Video provides more information in shorter amount of time - Videos are more effective in communicating the message in shorter amount of time - which is what makes it a better tool, given the short attention span you get from online site visitors these days. Its unrealistic to expect your site visitors to read 3 paragraphs about how excellent your service is but highly feasible that they will watch a 30 second video.

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Video is better for SEO - SEO for real estate is overrated. Why? It takes a long time before you see results, takes a lot of money and efforts, search engine rules are always changing and there are companies spending ton of money to stay on first page(its a topic for another post). Anyways, If you have videos on your site or uploaded videos on youtube, relevant to user searched keywords, then you can beat those who are trying to get to front page using text for those keywords.

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Not a huge competition - Creating video is perceived as a difficult task so less agents are doing it right now and hence it can provide competitive edge. I am not going to go into details but I will just say that in this day and age, its really not that difficult, ask question if you need help. Remember - don't wait for a perfect time or tool to create the video, just do it. You have a smartphone, don't you?

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Additional social and search marketing channels - Youtube is the second largest search engine right after Google. Additionally, websites all over the web embed videos from youtube and this opportunity to get these visitors and viewers is only available if you have videos to share.

Wondering about what video to create? download a free copy of 25 Guerrilla video marketing ideas PDF here.

Good luck and let me know how it goes, will ya?

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John Pusa

Glendale, CA

Biren - Thank you for the detailed information about why video marketing gets you more leads and better ROI.

Jan 08, 2013 08:40 AM

Antonio Bruni

Property Tube - Vail, CO

Hi Biren, Thanks for a great post - your points on video are spot on, especially the current SEO benefits. More and more Realtor's are now building up the confidence and are using videos to promote their listings, unfortunately the ones that don't will find themselves falling behind the fastest growing media on the internet, Video.

Jan 08, 2013 08:37 PM

Andrew Mooers | 207.532.6573

MOOERS REALTY - Houlton, ME

Northern Maine Real Estate-Aroostook County Broker

Preaching to the choir on this one! Think busy busy buyer from away from your local market that with video you can show the flavor of the area in real full motion with natural sound. Then once this buyer used to higher prices falls in love with the area you are some kind of lucky to live in, you move on to listing videos. The buyer at 11 PM your time in his earlier or later time zone can on demand tour ten properties . Bang, simple, easy. The show and tell process makes the quickest, easiest to digest property listing delivery. The buyer can see more open house tours, email the link to gramp and gram that are helping with the down payment. That wish they could see the place and area new to them (you can gram and gramp with video right now). I have had gram and gramp at the local library watched through the video to get them involved with the down payment. Too many 20 sec broker agent in your face promotion of me me me though and that is not what the real estate public wants, needs. Do local community marketing, property listing promotion and go easy, pull back on the just turn on the blinking red light and blubber on and on with no real idea of the target in the audience.

Jan 08, 2013 10:30 PM

Biren Saini

Tourzilla - Concord, NC

@Antonio - I totally agree with you. I think the biggest problem is this preception that creating good quality video is hard and/or takes a lot of money. However most agents do not realize that their target video viewers are not going to watch their video for fun/entertainment but the INFORMATION ...so what is important is NOT the hollywood-style professionally-edited presentation but the content (information within) of the video. For over 90% of the cases, a smartphone should just work fine for recording real esatevideo .

@Andrew - You are absolutely right. The latest trend in marketing is inbound marketing which is basically providing inrformation for free, that your prospects are looking for and hopefully they will contact you when they are ready to purchase. Its a fact (and also natural) that your users care about themseleves and not about the agent. They are on the site because something that they want and not to hear about the agent.

Jan 08, 2013 11:28 PM

Paul Galante

Boca Raton, FL

Biren,

great post - we utilize alot of video to promote my web business which generate leads for those interested in a reverse mortgage - Video has been quite expensive to generate since we outosurce alot of them but the ones we have shot in the office have also provided a nice ROI (since we really didnt have any costs on those) - We are promoting them on the website pages as well as in youtube - this video here on this page does quite well - reverse mortgage leads - very nich keyword and we spent alot of effort on the content page - so yeah no real tricks behind the trade except for work hard on the video content and page content.

Jan 08, 2013 11:43 PM

@Paul - Thanks. Yep, if and when there is a budget and resources available to get video created by a professional then that is a good alternative too. However majority of the agents, like other smaller businesses, are trying to be smart with their costs/expenses in this economy.

Thanks for including the link to your video too. One of the best produced videos by a real estate agent that I have come across is here http://www.tomtezak.com/ - (on the home page there is only one video). If you watch the video, you will notice there is absolutely no introduction about Tom himself and he directly gets to the point of how home buyers can get the home they want AND save money. Bang! He has his prospective customer's attention and they are locked in because the message resonates with their immediate intentions and goals. Great video! Every agent should watch this video for inspiration. Even though there is a professional guy standing behind the camera in this case, it is not hard to create a video like this yourself without spending a ton of money.

Jan 09, 2013 12:26 AM

Animoto Videos

San Francisco, CA

Shahzad @ Animoto

Loved the bluff here - it proves your point well! I really wanted that video to play.

Also agree with your point about smartphones - they output amazing quality and the difficult part is really just editing it down to be snappy & exciting.

-Shahzad @ Animoto

Feb 13, 2013 02:57 AM

Anonymous

Biren

Hi Shahzad - Thanks! The video can be found here - http://www.youtube.com/watch?v=QyrXXwYX9y0

Feb 13, 2013 06:52 AM

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