Why Does My Property Listing/Real Estate Video Suck?
- FILMSTOIC
- Aug 2, 2024
- 5 min read
A few insights into why your real estate video may be lacking:
If you’re struggling to boost your real estate listing on your socials and/or website, there’s a good chance that the listing’s media may be the true culprit. Start by asking yourself the following questions:
→ Is my property listing video gaining traction to a buying audience?
→ Is my property listing photography creating and maintaining my brand awareness parameters for my real estate business?
→ Is my property listing content fostering any Return on Investment (ROI) for me and my real estate team?
If you answered no to any of the above, follow along as we delve deeper into the significance of real estate videography in such a highly competitive market.
Don’t Ignore the Numbers: Property Listing Video Statistics
An intrinsic fact of selling anything is that consumers always read with their eyes first. Real estate social media content is becoming increasingly popular for those millennial first-time home buyers, after all.
We’ve seen an obvious gravitation towards video over static snapshots, with TikTok and YouTube dominating the social media sphere, so it’s time to follow suit with your brand if you want to remain top-of-mind for potential buyers and sellers. This applies to your realtor social media approach and property listings alike, so it’s crucial to obtain high-quality content that can be used for a variety of strategies across multiple platforms.
→ 73% of homeowners say they are more likely to list with an agent who uses video
→ 403% more inquiries are driven from listings with video
→ 51% of homebuyers use YouTube as their number one destination for a search
→ Listings that leverage drone photography sell, on average, 68% faster than those without
→ Only 10% of recent home sellers reported that their agents effectively used video to market their property
Keep those numbers in mind as we break down why your real estate video “sucks”—
1. You're only posting the actual property listing video
This is the most popular mistake for both new and experienced real estate agents. In an age of oversaturated content, buyers are searching for more than a quick, lackluster walkthrough video shot from your iPhone.
REALTOR magazine advises against these, noting: “It's getting easier all the time to make and distribute videos, but shooting a home tour with your smartphone quickly and without proper planning will keep you from delivering a polished production that will help sell a listing.”
This type of listing lacks personal connection and shows minimal effort on your part, ultimately lessening your credibility and professionalism to a potential buyer.
Your property listing video is a great opportunity to foster a deeper realtor-client relationship, and multisensory media like professional videography offers a more lucid view of the property in its entirety. In fact, we utilize a unique 4-step process here at FILMSTOIC to inspire a lasting bond with your target audience.
2. Scattered Communication
Another common mistake in the real estate market; a majority of property listing videos have several messages in a short time span, which only confuses your viewer. This results in a loss of attention and disengagement with your realtor content.
Lost focus will also send your audience into the hands of a competitor agent, so it’s imperative to possess real estate videography with concise communication. Remember that the viewer is regarding your video as an authoritative root of information about the listing, so you’ll want to maximize the time they spend on your video.
3. Low Quality Audio/Video
We’ve all experienced real estate video content with poor production quality. Yes, it’s tempting to adhere to the convenience of a traditional iPhone real estate walkthrough video, but the money and time you save from this upfront will only work against you and your brand in the long run.
Real estate and property listing videography pricing are contended topics in the industry due to the low-quality standards that have been accepted, but you know that your business deserves cutting-edge videography to back up the behind-the-scenes work you invest into growing your brand.
Top performers in the real estate industry (residential, commercial and industrial) have learned to delegate their media tasks to an experienced content creator with proper filming equipment.
Highlighting your listing’s most attractive features while simultaneously providing viewers with an immersive experience into their future home is best left to a practiced real estate videographer. These individuals have mastered the art of showcasing properties with the angles and exposure necessary.
Not only will outsourcing your realtor video content save you the headache and hassle of DIY-ing it, but the quality of your media will enable your business to truly stand out in such a dense industry. Place yourself in your buyer’s shoes: Wouldn’t you rather purchase a home from a realtor with a channel full of stunning aerial drone footage than iPhone walkthroughs? (In fact, HubSpot suggests using drone photography in its top ten real estate marketing tips.)
You’ll be spending a lot less time hard-selling when the property listing video captivates and effectively communicates everything your client wants to know.
4. Effective Real Estate Marketing
“You can’t cheat the process.”
You can have the best realtor content in the market, but this is null and void if it doesn’t fall into your target viewer’s hands.
Top performing real estate agents prioritize placing their listings in front of the correct audience—a high-ROI realtor marketing plan can span across a wide array of platforms, whether it be Meta for Business ads, Google Search Performance, or maintaining a weekly email chain.
Leave the guesswork to a marketing expert and let your brand shine through with your polished listings, professional content, and satisfied client reviews.
Make sure that you’re setting quarterly KPI’s for your business and team. Having realistic goals for a real estate marketing plan before bringing in a marketer will ensure that you’re getting the most from your investment and will also allow you to pivot when necessary. If your target market isn’t responding well to a certain form of content, your marketer will work with you to realign your campaign within the realm of your brand dimensions.
