Brokers Need to Fix Their YouTube Channel
By Victor Lund on the WAV Group blog
Posted by: RET Staff
WAV Group has studied the effectiveness of video marketing for brokers over number of years. By and large, firms are not seeing the level of engagement on video marketing that justifies the trouble or expense. Having a video on YouTube with two or three views is not a conveyance of success.
The promises of video marketing are pretty significant. By using video, a property is marketed more dynamically than photo and text marketing. Videos are processed by the brain 60,000 times faster than text. Simply stated, it's a better consumer experience. People enjoy a video television experience over a magazine or newspaper experience. Homebuyers spend more time looking at the property (minutes rather than seconds) at a much higher cognitive level. The average consumer with an Internet connection watches roughly 206 videos per month, according to Nielsen.
Brokers are also failing to syndicate their branded and unbranded videos effectively. WAV Group audits portray that unless the insertion of the videos into the MLS is done automatically, Realtors® or staff do not consistently complete the chore. IDX syndication of virtual tours drives a lot of views, and, done correctly, will provide some additional SEO benefits that can accrue to the broker website in the form of backlinks. Moreover, branded virtual tours are not being syndicated well on third party listing websites like Realtor.com, Zillow, Trulia, Homes.com or others. Again, syndication drives views.