These past few weeks have been a whirlwind for nearly every industry in the world. The real estate industry has been challenged and agents everywhere have had to pivot their daily operations to adjust to the current health crisis. Activity has shifted to the digital realm during this timespan of social distancing, which presents a few challenges as well as opportunities for real estate agents.
We know that real estate is a human-to-human business of relationships. You do your best work connecting, shaking hands, showing houses, and getting in front of the community. So, it is certainly an adjustment moving all of those interactions online.
However, this industry has been shifting for years. Technology has allowed for smoother, simpler experiences for both the agent and the consumer. And we’re fortunate that there’s a wealth of opportunity for both connecting with new, current, and past clients, as well as investing time and energy into your marketing to ensure you come out of the other side on top.
The Value of Video
This isn’t breaking news. Video is powerful and critical for a thriving business. And hopefully, you’ve been implementing it in your business well before this moment of increased digital presence.
Take a look at a few stats:
- Video on a landing page can increase conversions by 80% or more.
- Social video generates 1,200% more shares than text and images combined.
- 51% of marketing professionals worldwide name video as the type of content with the best ROI.
- Initial emails with a video receive an increase click-through rate by 96%.
How To Grow With Video | Kyle Whissel
What Should I Share Right Now?
You’re not alone if you’re unsure of what content you should be sharing right now to your clients and your community. Just remember to be honest, be human, and be helpful.
Right now, what’s important to prospective home buyers and sellers is education and reassurance. People don’t want a sales pitch, but they do want guidance and helpful information — even if they’re just going to bookmark it for later, or remember what you said 6 months down the road.
We recommend staying on top of shifts in the market with helpful resources like Keeping Current Matters, HousingWire, Tom Ferry, Inman News, and the National Association of Realtors. Stay current with your local market data as well and be ready to answer questions.
Types of videos you can create right now:
- Personal Messages via Email Video
- Listings & Listing Presentations
- Buyer/Seller Advice
- Housing Market & Local Insights
- Virtual Open Houses
- Live Q&A
- Neighborhood/Community Guides
- How-To Tips & Tricks
Tips for Creating Better Video
Before creating anything, be clear on what you want to accomplish and who your audience is. Are you sending an email to past clients and using a BombBomb video in the body of the email? In that case, be sure to speak directly, candidly, and be personable. If you’re hosting a webinar for prospective homebuyers in your community, be prepared with data and speak with confidence and empathy. Instagram Live or Facebook Live can be more casual and fun. At the end of the day it’s important to stay true to your brand and lead with your authentic self.
Tips for Creating Better Videos:
- Add captions! The majority of videos (especially on Instagram) are watched without sound.
Add captions so your viewers don’t miss out.
- Make sure your lighting is on point. A good rule of thumb is natural or indirect light. Just make
sure the light source is not coming from behind you and make sure there is no glare.
- Always include a CTA (Call-to-Action). You’ve captured their attention, don’t lose it!
Somewhere in your video direct them to take an action; follow your page, subscribe to your
channel, visit your website, etc.
- Keep it short and sweet.
- Have fun and be authentic. Don’t feel like you have to stick to a script! People like watching
people not robots. So strive for authenticity, not perfection.
Ultimately, we know that there is no playbook for running the perfect business right now. It’s a time of unprecedented circumstances. So while you are at home with factors outside of your control, focus on what you can do to keep your business moving forward. If you stay present, informative, and available during this time, the pent up demand (that was at an all-time high prior to the COVID crisis) will result in a wealth of opportunity down the road. You just have to stay focused and stick with it.