Included in this is the availability of video marketing and the use of customised videos to market products.
In the real estate industry this is becoming more evident as video searches for properties and offerings of properties are becoming an everyday method of scouting the market.
In the last 10 years, the digital landscape has changed dramatically. People are phasing out desktop and laptop computers to search the web and interact with content. Instead, they are picking up their mobile phones and tablets. What’s more, digital technology is cheaper today than it’s ever been before. There are virtually no boundaries on how, when and where people can interact with content.
As such, the landscape of content marketing has changed, as well. Today, content only succeeds if it delivers what consumers want, when and how they want it.
Fortunately, it’s easy to keep up with the changing landscape when you invest in cutting-edge forms of content, such as video marketing. In today’s fast-paced world, video marketing is one of the few types of online material that provides the value, relevance and flexibility consumers need, all while catering to the on-the-go lifestyle they want.
Says Christian Fourie, Chief Executive Officer of Capture HD Video, who specialises in creating customised video marketing opportunities in the real estate market, by identifying the content clients are looking for, producing quality videos, and positioning them in front of ideal clients, will thrive business in 2022.
Christian Fourie, CEO of Capture HD Media
“With agents focusing more on earning organic leads, boosting your online presence next year is a smart move, with one key consideration – videos. Cisco predicts that 82% of all consumer internet traffic will be video by 2022.
“Video consumption continues to rise as we’ve reached record levels with the pandemic and more people working from home than ever before. The buying landscape has also changed with more digitally engaged millennials entering the market expecting to find authentic, professional video content online. Therefore you know you need to create more video content to reach these potential clients, but where do you begin?
Fourie says identifying video content that will catch future clients’ attention is all important as well as how to post them for maximum exposure.
All you need to find proof that your peers use real estate videos, is to do the following:
- Enter “(city similar to your market) real estate” in the YouTube search bar to see the top trending videos for this term.
- Among them will be videos from real estate agents.
- Click on the hyperlink to the agent’s YouTube page, instead of clicking on the video link.
- Once on the agent’s page, click the video tab.
“From this exercise, we can see that you don’t have to reinvent the wheel. The recipe for success is to model what is working in other markets and apply it to your city or region,” he says.
How to make sure your videos are seen
“If you can’t put your walkthrough videos in front of your ideal audience, they are useless. YouTube and social media are two of the best platforms to maximize your video’s exposure.
“YouTube is the most important place to store all your videos. As the number two search engine globally, you can’t match the ability to generate organic traffic on YouTube. We, therefore, upload our client’s listing videos on their YouTube channels for them after the editing is done.”
To increase the likelihood that ideal clients will see the video, however, there are a few critical steps:
- A title, description of the property, search engine tags, and a thumbnail determine the exposure your video receives as YouTube’s algorithm uses this to determine what the video is about and who will benefit from it. With CaptureIT management system, this critical information is automatically taken care of as we upload this for you.
- An integral part of optimising your video is the thumbnail – a picture found in the video description. If the thumbnail is eye-catching, it can make or break your video exposure and audience reach because you will get more clicks and YouTube rewards videos with a high click-through rate. Thumbnails act like billboards to help viewers decide to watch your videos. It is the gateway to your video listing, and we include this optimisation tool in our service.
Social media marketing
Video content is increasingly being promoted across all social media platforms. One can optimise a listing video to gain additional exposure if one knows how to do so.
- Make sure the video is found by promoting the listing with a professionally designed advert targeted to the relevant audience. This ad is shareable content worth gold! Capture’s Social Boost adverts lead all interested people to your website from where one van nurture the lead.
“Video content for the real estate industry will only grow in value in 2022. If adding video to your property marketing is not your cup of tea, you should embrace it anyway. Comfort and growth cannot coexist.
“Plus, statistics don’t lie; video content is what your potential buyers want, and positioning quality walkthroughs in front of them, will only help your business grow,” Fourie said.
