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7 Ways to Utilize Video in Your Real Estate Marketing

As a real estate professional, you are the brand. Your top priority as an agent is to help customers buy and sell houses. However, you can’t do that if buyers and sellers don’t know who you are, what you do, or the value you bring to them. One of the best ways to build your brand and showcase your value is by utilizing videos in your marketing strategy.

Photo of a woman using a video camera

According to NAR’s Real Estate in a Digital Age 2019 Report, social media was the tool cited as the best source for generating high-quality leads among REALTORS ®. There are many ways to share content on social media, but social video generates 12 times more shares than text and images combined. As a real estate professional, creating videos beyond social media, such as adding videos to your listings, website, and, yes, a YouTube channel, can help build your brand and generate more leads.

Creating videos may seem overwhelming, but it doesn’t have to be. If you don’t know where to start, we’ve put together a list of video ideas to get you started.

#1 Tell Your Story

A great way to start with video content is by telling people your story. You can use the information that’s already in the about section of your website and turn it into a video. If you don’t have an about section to base your video on, here are topics to get you started:

  1. Where are you from?
  2. How did you get started in real estate?
  3. What special certificates or designations have you earned?
  4. What’s your sales history like? Or, what are your specialties?
  5. Is there any professional information you can share?
  6. What type of hobbies or interests would you like others to know about you?

# 2 Show Off Your Listing

If you thought making videos for listings is something every listing agent must be doing, you’re wrong. According to NAR’s Generational Report, sellers reported that only 10% of their agents used video to market their property. By creating videos for your listings, you’re putting yourself ahead of the game.

You can create a walk-through video with full production teams or on your own! Grab your smartphone (or your real estate photographer), take some short videos and pictures of your listing, and then drop those into an Animoto project. With Animoto, you don’t need any video editing skills. All you need is your imagination and the listing information.

For other content ideas to showcase a listing, visit our blog on the different ways to market your listing.

#3 Introduce Your Team

Consumers want to work with people. You can create videos to share on multiple platforms that introduce your team. Your staff can introduce themselves, speak about the history of your brand, or make a video of fun facts about each team member.

#4 Talk About Industry Updates & News

A great way to give value to your clients and colleagues is by sharing videos with short industry updates. Is there a new trend in real estate? Have mortgage rates dropped? By creating this information, you bring helpful insights to your audience and position yourself as an insider and expert. Plus, because you are giving information to people and saving them time (from having to read lengthy articles or search for information), they’ll begin turning to you for future information.

#5 Educate Your Audience

After Google, Youtube is the second most visited website with more than 15% of its visits coming directly from a search engine. Many individuals are searching for how-to’s videos, DIY tutorials, or guides to help them solve a problem. Create videos to answer commonly asked questions or inform clients and colleagues of important information. You can create videos with information like “How to Save for Your First Home” or “How to Prepare for Moving Day.” Also, you can create a series of videos, for example, “Title Tips” or “Real Estate Reminders”, and release these videos daily, weekly, or at whichever interval works for you.

Another idea is sharing advice for fellow real estate agents. Maybe you’ve experienced situations other agents are experiencing (or will eventually) and can advise them on how you handled those circumstances.

#6 Collaborations

Collaborating with other industry professionals can help you grow professionally. By partnering with other professionals, creating the content doesn’t fall to just one person – both parties will bring ideas and value to the table. You’ll get a different perspective out to your clients while bringing them valuable information.

For example, is there an inspector you can team up to discuss their role in the closing process? How about a title agent who can explain the importance of a title search? These are just some of the ways you can create content, bring value to your audience, and grow within the real estate community.

#7 Testimonials

Sharing reviews from previous clients can prove to future clients you’re as good as you say. Reuse the reviews you have on your website already and create videos from those. Why not ask past and present clients to share a quick video of their experience?

When it comes to creating videos for your brand, you must start somewhere – then grow from there. Although having a production company is nice when creating videos, you don’t necessarily need one. Look at all the different video examples other real estate professionals or brands are creating.

How Can I Improve My Home’s Value?

Buyers generally seek the least expensive home in the best neighborhood they can handle. Like the guy in the video says, you want to present a home that fits in the neighborhood but doesn’t stand out too much.

For example if neighbors are all 4 bedrooms, 3 baths and 3000 square feet additions that make your home 5, 4, and 4000 will make yours harder to sell.

Improvements should make it show well and fit well in the neighborhood. Last-minute capital investments in large structural changes aren’t likely to pay off.

But cosmetic upgrades like paint and landscaping help a home “show” better and often do pay off.

Of course, all systems and appliances should work to get a top price. To make your home competitive and attract buyers and bids work with a professional real estate agent and start early.

How Is A Home Marketed?

As you’ll see in the video, every home and market is a unique situation. Good marketing plans are specific to both. But every plan will include: Preparation Pricing and Marketing Activities.

Preparation takes time – typically, months. Homes must be in “show” condition all repairs and upgrades complete and all photos and video completed before the home goes on the market.

Pricing, likewise, should be planned in advance. Your broker will advise on both the best price and the best TERMS things like closing costs and seller credits to balance sales speed with sales price. Once the home is on the market it will quickly be entered in the MLS and will show up in Internet searches by agents and buyers.

Your broker will advise other marketing activities including advertising, signage, showing and open house events so make the best of your situation. Their aim is to get negotiable offers, and then take the offer you accept through the closing process.

Which Square Footage Figure Should I Use?

Home size is one of the key figures used in comparisons.

But you may have different measurements to choose from,  as you’ll learn in this video, including builder, appraiser, tax records and possibly owner records.

Which one is right, and which one is best?

The official figure is the one in tax records – typically, the county.

Any other figure must be documented by a builder’s floor plan an appraisal or an official floor plan, prepared by a company for a fee.

If your house has been remodeled and you’re planning to sell you may want to confirm that the official record matches your actual house – and update if required.

Most lenders will require an appraisal which will verify the figures you used. So be accurate and keep records to make the most of your sale.

 

How Do I Set The Price On My House?

While this video simplifies things to help you remember: your aim is to get the best price AND terms in your market during the period you’re selling.

Market conditions interest rates and competition all matter.

The price you want, and the price a buyer will pay are framed by those complex conditions So pricing isn’t completely predictable.

Other factors include:

  • How your home compares to other homes for the same buyers
  • The inventory of homes and the level of buyer demand

Your needs also affect negotiations – for example, if you must sell quickly – but the final price will be determined by the market not by your needs.

Buyers look at the same comparables and market conditions and they want to pay as little as possible while meeting their needs.

Remember that the price isn’t the entire deal – repairs, closing, points, appliances and other factors can all change the value you finally receive. Listen to your broker, stay informed, be patient if you can and make your best reasonable, unemotional decisions.

What Details Can I Ask Brokers In Advance?

This video tells you what any real estate professional would tell you. Ask them:

  • How long do homes in my neighborhood currently stay on the market?
  • How would you price my home?
  • What data did you use to arrive at that price?
  • How would you market my home?
  • What activities would you expect of me to market my home?
  • How will you handle representation if one of your buyers is interested in my home?
  • May I speak with sellers you’ve recently represented?
  • How long a period would you want on a listing agreement for my house?

It’s best to ask these questions, and be comfortable with your choices before signing a listing agreement.

6 Selling Mistakes

If you’re selling, don’t do these things – take some notes from the video!
1. Don’t Sell Before The House Is Ready.

If it doesn’t present well, it won’t sell well.

2. Don’t Over-Improve

People buy houses in neighborhoods.

If yours is so “improved” that it sticks out you’re hurting your chances at selling.

3. Hire Wrong

Make your agent choice for business reasons.

Personal relationships matter, but experience and expertise will determine financial success in your sale.

4. Don’t Hide Anything

Covering up or ‘failing to mention’ real problems doesn’t work.

State disclosure laws are strict and you can be sued after the sale for anything that should have been made clear.

5. Don’t Rush

You should know about your mortgage, including pre-payment penalties your market conditions and trends and your options for your next home before jumping on the market.

6. Don’t Get Too Emotional

Your attachment to your house and your own financial needs

don’t really matter in the transaction.

If you can’t set them aside the sale won’t go as you’d like it to.

Remember – it was your home but to the buyer it’s as a house.

 

What Does The Closing Process Involve When I Sell?

As this video explains, a signed sales contract doesn’t mean your house is sold. There are still financial, contractual and legal steps for both sides.

The buyer has to get financing to meet the contract terms – which includes credit checks.

The property is inspected and appraised; title insurance and escrow accounts are set up while you locate new housing, pack and move. And take care of any obligations like painting or repairs. After the contract is signed, it can take a month or more of closing steps to reach the closing meeting.

So plan on that when you plan to sell.

What Is A Counter-Offer?

The video puts this in more visual terms, but basically, a seller can respond to a buyer’s offer with changes – a “counter” – that improves the terms.

You need to put yourself in their shoes and construct a modified offer that you think they might take that meets more of your needs. Then it’s their turn – accept, reject, or construct yet another counter.

It’s an efficient market process, but beware: clauses and costs matter. Your broker should be closely involved in constructing a counter. Successful bargaining is best done with a win/win approach where each side is meeting their biggest needs and compromising others to reach an agreement.

Remember that outside conditions like interest rates, and supply and demand, will keep evolving so you’ll need to be patient but decisive to craft an counter-offer that works for both sides.

How Do I Evaluate An Offer?

Well, as this story shows, there’s more to an offer than the price tag. Factors you should consider:

  • Is this offer at, near or above my asking price?
  • Are there clauses and additions in their offer that change the terms and final price substantially?
  • How long since I had another offer, or expect another offer? Can I wait?

Remember every month you’re probably still paying mortgage, taxes and insurance. If you have several offers… remember that an offer isn’t a completed sale.

Compare the risk and likelihood of a completed sale for each buyer including things like “contingencies”, where your sale depends on their sale. and whether they’re pre-approved for the offer they’re making.

Remember you have three options for an offer – accept it reject it or prepare a counter-offer that improves the terms for you in some way.