Are you making these 5 video marketing mistakes?

Avoid these video marketing mishaps.

Video has transformed the way consumers engage with brands. Today, it’s one of the most effective mediums for connecting with an audience and growing your customer base, especially in real estate. More than one-third of homebuyers use online video sites in their home search¹, and real estate listings with video receive 403% more inquiries than those without.²

Are you sidestepping video altogether because you’re afraid it won’t look professional enough, or your competitors are doing it better, or you don’t have the right equipment? Don’t let perfection stand in the way of progress. You don’t need a professional production company to produce quality video content; all you need is your smart phone. Keep them simple and authentic, and just get started! Use Instagram and Facebook to post short videos that grab attention and engage your audience. Once you build a following, you can gradually take on more complex video production if your time and budget allows.

Similar to TikTok, IG Reels are made up of short clips that are edited together and usually set to music. Reels are perfect for entertaining your audience, expanding your reach, and tapping into online trends. Conversely, Stories are more casual in nature and are better suited for candid, behind-the-scenes content and interacting with your followers in real time.

While you don’t need to be a pro to get started with video, you do need to have a purpose for what you record. Video that doesn’t add value to your audience isn’t worth your time. What’s the goal? Who is your target audience? What do you want viewers to do after watching? Your videos should be relevant, helpful, and tied to your business objectives. Also, determine how often you can realistically create and share new videos, and stick to that schedule. Putting a ton of time and energy into a one-off video — then not posting for weeks on end — will reap poorer results than a consistent stream of new video content that your audience can look forward to on a regular basis.

The goal of video is to be relatable and connect with your followers on a human level. If you’re always reading a script, you’ll comes across as inauthentic. Have you ever listened to someone at a public speaking event drone on while reading a written speech word-for-word? You probably didn’t connect with the speaker or their message. Keep your videos conversational and natural, but that doesn’t mean you should just wing it. Outline and rehearse what you’ll say beforehand, and use bullet points to jog your memory as you speak. Choose topics that let your knowledge and authenticity shine through. Being able to convey your expertise naturally demonstrates your aptitude for your subject matter and builds trust with your audience.

Speaking of building trust, avoid selling in every video. Sure, your ultimate goal is to gain new business, but that doesn’t mean you have to go in for the kill with every message. This includes having a balanced mix of video styles to keep your audience engaged. Listing videos are an excellent way to showcase properties and generate new leads, but be sure to incorporate other video types into your marketing strategy, such as explainer and how-to videos, testimonials, about me videos, market updates, and more. If you’re not sure whether your content is too salesy, ask yourself: Is the message all about me and what I have to offer, or is it aimed at educating, entertaining, or engaging my audience to address their needs?

The length of your videos depends on a variety of factors. As a general rule of thumb, keep them under two minutes. Our attention spans are short, so capture attention quickly and get your point across succinctly. Nearly 60% of consumers say a video that’s too long will deter them from watching.³ Of course, you can go longer or shorter depending on which channels you’re using, the video style and subject matter, and which stage of the marketing and sales funnel it falls into. For audiences in the awareness stage (top-of-funnel videos), keep them shorter; for audiences in the loyalty and advocacy stage (mid- to bottom-of-funnel videos), they can be longer.

The digital world is full of distractions that are constantly vying for your clients’ attention. Used correctly, video is a powerful tool to help you stand above the noise and attract, engage, and convert more customers.

Sources:

[1] National Association of Realtors^®, Real Estate in a Digital Age 2019 Report.

[2] Australian Real Estate Group, Annual Property Review.

[3] Animoto consumer survey.

[4] Vidyard, “How Long Should Videos Be? The Ultimate Guide to Video Length.”