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Save Time by Recycling Old Content
Creating great content for buyers and sellers can be a time-consuming endeavor. However, once you've put in the initial effort, you can rework and repurpose your content in a lot of different ways to get more mileage from it. Try turning several related blog articles into an eBook, or your eBook content into an infographic. The key is to identify, optimize, and upcycle your best content to create new lead generation opportunities without falling behind on tasks for your current clients.
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Why Real Estate Video Is Vital in 2019
According to research by Cisco, one of the world leaders in the technologies that make the web go, 75% of web traffic will be video by 2020. Video is now accessed by millions of Americans daily, including those who make up your future clients. That's not surprising considering 95% of Americans own a cell phone and about 77% of Americans own a smartphone capable of watching a video. The video revolution was a long time in coming. That's because it took quite a while for technology to catch up to the audience's insatiable hunger for video. Today, more people have data plans that allow them to watch as much video as they want. And it's not just for Netflix—consumers use video to make their buying decision. The more research they need, the more video they use. There are several reasons: Video can cover a lot more material in a much faster time than written work. It's easy for people to consume video "on the go," such as during commutes. Some people engage with material better when video is used. Why You Can't Do Without Real Estate Video Marketing As a real estate professional, much of what you do is visual. Real estate has always relied on beautiful photographs to convey the potential of any property. Those photos have moved online, but they are still essential. Now, they are being joined by video presentations modern customers find compelling and trustworthy. However, video is not limited to listings. You can use video as a core part of your effort to brand yourself. Video marketing is one way to build trust and rapport using web content future customers find valuable—so they will bring their eventual transaction to you. Video can be used for: 1. Video Testimonials from Customers Testimonials are the fundamental type of social proof—that is, evidence that shows future customers others just like them have succeeded with your service. This helps people overcome the mental objections that arise any time they make a purchase. A video testimonial adds a live and lively touch that even the best static graphic cannot match. 2. Standing Out from the Crowd When a prospective buyer is touring numerous listings, it's easy to get "MLS Blindness." Video content allows you to offer something fundamentally different. Plus, if you are comfortable getting in front of the camera, viewers who've seen your videos will have the sense that they already know you. That makes it easier to build a working partnership fast. 3. Better Search Engine Rankings When it comes to digital marketing, search engine visibility is the undisputed king. When your site is attracting relevant traffic from search terms related to your business, you can strike up a relationship with others at the very moment they need you most. From there, you have an advantage in cultivating a bond that ultimately results in a sale—and another happy customer. 4. Higher Conversion Rates No matter whether you're dealing principally with buyers or with sellers, video leads to a higher conversion rate overall. A typical video on a service landing page increases sales by 10-20% or more. Customers who are directed to a landing page with video are much more likely to buy, even if they do not actually stop to watch the whole video. That's how influential it is! The lesson is simple—don't sleep on video marketing. It makes you more memorable, trusted, and effective at attracting your ideal customers. To view the original article, visit the Delta Media Group blog.
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Tech Helpline Video Earns National Nomination
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Instagram TV: Should You Jump In?
Social platforms for content creators are constantly changing. With so many options coming and going, it can be difficult to know if you should jump on board with a particular new offering, such as IGTV. We'll help break down a few positives and negatives to help you determine if IGTV is right for you.
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New RPR Videos Help Agents Learn at Their Own Pace
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Live Video Chat: The Way Modern Communication Is Supposed to Be
Technology has transformed the ways we communicate with clients. Today we have more channels available to us than ever: email, text, direct message on social media, and so on. Unfortunately, with each advancement, communication has become more impersonal and the use of chatbots and pre-recorded messages have made clients feel like they are talking to robots. However, there's one advancement in communication technology that can be the answer your clients (and you) have been searching for: video chat. Live video chat may seem optimal for friends and family, but it also holds great potential for businesses. Video chat can even help you increase engagement on social platforms and gain the winning edge over your competition.
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Tips for Selecting Your First Video Project
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SEO Tips for Optimizing YouTube Real Estate Videos
Struggling with real estate video SEO? We've got the information you need to tap into YouTube's masses. The second largest search engine by volume (after Google), a winning marketing strategy for optimizing your content via YouTube search is one of the easiest ways to maximize ROI from your video marketing campaign. Simple, Effective Tactics for Optimizing YouTube Real Estate Video SEO:
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Want Your Video to Go Viral? Here's How.
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Top Tools for Real Estate Video Marketing
Video marketing can seem like a lot of work, but it's incredibly rewarding. Mechanically, you can do a lot in terms of video with just a little help. There are many free and affordable tools available that can help you at every level, from initially storyboarding your videos to publishing and editing them.
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How to Distribute and Promote Your Videos
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Why Real Estate Video Marketing Works: The Statistical Data
Real estate video marketing is opening new doors, solving the age-old 'client connection' conundrum for real estate pros. Rather than a seconds-long in-person, phone or text introduction, real estate video offers the opportunity to meet with prospective clients face-to-face, establishing a repertoire, with little to no time investment. What makes this marketing medium so much more effective than its predecessors?
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5 Essentials You Need Before Stepping Behind the Camera
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What Changes in Video SEO Means for Real Estate
SEO changes from year to year — in fact, it often changes from day to day. Search engines are always competing to offer up the best content, and that means their algorithms change. When algorithms change, you can have a harder time promoting your content — video included. Real estate agencies depend on both search engine optimization and video marketing to bring in customers and leads. Because of this, they need to be aware of new video SEO changes.
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How to Boost Engagement for Interactive Content Using Video
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Top 3 Audiences to Include in Your Video Drip Marketing
Adding drip marketing to your marketing strategy is a powerful method of engaging potential clients and nurturing your relationships with them. Drip marketing that focuses on three primary segments of the real estate population — potential home buyers, previous clients, and home sellers — provides the most value. Here's how to target each of them:
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3 Ways to Show Off Your Neighborhood Using Video
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Top 3 Engagement Strategies for Your Video Marketing
Just having a lot of views doesn't necessarily mean that your campaign is effective. It isn't views that matter; it's engagement. You can have 20,000 views on a video, but if not one of those go on to contact you, they aren't going to help. If you want a solid strategy, you have to concentrate on improving your engagement. The first step is developing a strong call to action.
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How to Keep Clients Up to Date with the Local Market Using Videos
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Potential of VR Heat Maps in Real Estate
Your virtual reality (VR) videos offer insight into listings that you may not know about. Last summer, YouTube introduced 'heat maps' for VR videos with over 1,000 views. For the first time, 360-degree VR video creators could see exactly what viewers are looking at. Just think about the potential impact these heat maps have for real estate. With VR heat maps, you'll be able to tell exactly what features of a listing viewers are looking at most. If a listing is having trouble generating leads, use a heat map to see what your viewers are looking at and gain insight into what is detracting them from pursuing that listing.
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3 Ways to Master Short-Lived Video Content in Real Estate
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Tips for Using Music in Your Real Estate Videos
Professionals are increasingly turning to real estate video marketing to showcase listings. However faux pas abound, from shoddy photos and footage, to irritating, offensive background music that sends potential clients screaming (while covering their ears) in the opposite direction. In today's video marketing tips, we're going to look closer at the latter, lending an ear to learning about music selection.
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Top Brokerage Video Strategies
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Google Loves Video – Are You Leveraging That Love?
On the fence about real estate video marketing? You could be missing out on an advertising goldmine. In online search results, top U.S. search engine Google gives preference to websites with video content, listing sites with video higher in page rankings. What's more, sites with video have lower bounce rates, keeping potential clientele right where you want them – with you. Used the right way, video can be a game changer, improving SEO, boosting website rankings and steering customers to your site. Six Ways to Target Your Audience
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Marketing Tip: Brand Your Company with Videos About the Sales Process
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How to Use Local Business Review Videos to Promote Your Real Estate Business
Are you trying to find new content for your video marketing campaign? Why not highlight some of your favorite local businesses? When you visit certain communities, there might be a coffee shop that you always stop by. There may be some restaurants you absolutely love, or a cleaning service that you always find yourself recommending. Promote Yourself by Promoting Others
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Common Video Marketing Assumptions and How They're Costing You
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How to Use Live Video Q&A for Real Estate
Live video is being increasingly used throughout all industries, and there are few industries that make it as worthwhile as real estate. In real estate, your audience often has detailed questions that they simply can't answer on their own. Whether it's about the market or your specific listings, they need answers. Live video can help.
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How to Shoot Awesome Community Videos from Your Phone
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Going Beyond Viewability to Measure Video Marketing
Video marketing success is often measured in terms of "viewability" — in other words, the number of views each video gets. But this may not be an effective way to measure video marketing success. Are they actually resulting in buyer and seller leads? Or are they simply entertaining media? Here are some things you may want to consider.
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4 Videos Every Real Estate Marketing Toolbox Needs
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How to Present Your Listings Using Video
Listing videos are a great way to both establish brand awareness and drum up interest. Through listing videos, you show your sellers that you're truly working to sell their property — while also showing prospective clients that you'll work equally as hard for them. But how do you present your listings in a compelling, interesting way?
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How to Integrate Video into the Real Estate Buying Process
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3 Ways to Personalize Your Video Marketing Content
Buyers, sellers, and investors — they all have specific needs when they connect with a brokerage. Personalizing your content towards individuals is the best way to truly connect with them, delivering the content they need and building your relationship. But what exactly does personalization mean in terms of your business and its video content?
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4 Ways You Can Distribute Video Content for Maximum Impact
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How Brokers Are Transforming Their Community Webpages with Automated Market Videos
Yesterday, we offered a little DIY advice for real estate professionals who want to create their own marketing videos. But what if you simply don't have the time—or the inclination—for shooting, editing, and promoting video? We have advice for that, too: outsource it! That's why today we're looking at Market Videos, a automated video solution that's highlighted in our 2017-18 Technology Guide.
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3 Great Tools for Easy Video Editing
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How to Personalize Videos for Different Target Markets
The central focus of many modern marketing campaigns is to personalize videos. Rather than trying to create generic content, local content focuses on the real estate markets and areas close to you. Through this, you can develop a stronger relationship with your customer base while also protecting your resources.
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How to Use Videos and Live Chat to Increase Prospect Engagement
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Which Hosting Solution is Best for Real Estate Video Marketing?
Using videos as part of your real estate marketing strategy is the easy decision. What's trickier is deciding whether you should use YouTube to host your videos or if you should stick with hosting them yourself. Below, you'll find the pros and cons of each:
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What Videos Should Your Brokerage Have?
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What Makes the Best Listing Videos?
The dynamic, audio/visual capabilities of video can appeal to the head and the heart at the same time. Your listing video, for example, should impart important information, from square footage to price, while simultaneously making strong emotional connections. By the end of your video, viewers should know most of what they need to know about the property on display, and perhaps more importantly, be able to clearly imagine themselves living in the featured home. In short, a good listing video should be much more than a simple and short virtual tour. The elements that go into producing an effective listing video are multifaceted and complex, but anyone can do it with a little bit of research, learning, and practice. For the time being, let's set aside the technical aspects of the process, such as camera selection and editing software use, to focus on a few essential "big picture" elements that every listing video should have.
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Industry Distribution: Video Consumption in the U.S.
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How to Optimize Your Video Strategy for SEO
Video has long been considered the most engaging form of marketing content. But when it comes to SEO, many marketers run into the challenge of making sure their videos are actually seen. If you want to optimize your video strategy and improve your SEO, you need to focus on searching, indexing, and shareability. Best Practices for Improving Your Video Marketing SEO
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Real Estate Video Distribution 101
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How to Brand Your Real Estate Company Using Video
Video is one of the most engaging and expressive forms of media available — and it can be used to great impact when trying to establish a brand. Everything in a video can be tailored to your organization's unique voice, creating a strong relationship with your customer base. Creating Your Content Types Agent Profiles. Agent profiles connect customers directly to agents on a personal level. This builds trust, which is especially important in the real estate market. Customers want to work with agents that they feel they know. Company Profiles. Company profiles tell customers more about what the company values and its mission statement. This is an excellent opportunity to establish your core message and branding.
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How Video Influences Online Real Estate Shopping
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What Makes the Best Listing Videos?
The dynamic, audio/visual capabilities of video can appeal to the head and the heart at the same time. Your listing video, for example, should impart important information, from square footage to price, while simultaneously making strong emotional connections. By the end of your video, viewers should know most of what they need to know about the property on display, and perhaps more importantly, be able to clearly imagine themselves living in the featured home. In short, a good listing video should be much more than a simple and short virtual tour. The elements that go into producing an effective listing video are multifaceted and complex, but anyone can do it with a little bit of research, learning, and practice. For the time being, let's set aside the technical aspects of the process, such as camera selection and editing software use, to focus on a few essential "big picture" elements that every listing video should have.
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How Big Data Is Transforming Video in Real Estate
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The Science is In: Video Length Is Correlated with Effectiveness
Using video to deliver your message is a must in this digital age. One of the most important elements to consider when making a great marketing video is its length. A video that's shorter than 30 seconds doesn't always provide enough time to deliver your message. One that lasts longer than 90 seconds, though, will likely lose the interest of your viewers who want you to get to the point. According to Wistia, current best practices for a marketing video dictates that their length should be between 30 and 60 seconds. A viewer might watch a video that is longer — up to about two minutes in length — when it's particularly compelling.
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How Are My Videos? How to Tell If Your Videos Are Good or Bad
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Real Estate Marketing Videos Generate Leads and ROI
Video is one of the most effective marketing channels for attracting customers, and it currently provides the biggest return on investment. A recent Inman article notes that when videos are included in home listings, inquiries from house hunters quadruple. Inman also notes that by including videos in emails, real estate professionals decrease email opt-outs by nearly 75 percent. How does video drive traffic to your website?
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How to Create Better Community Videos
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Most Popular Types of Real Estate Videos
Video is one of the hottest marketing trends for 2017, with both Facebook and Google placing extra emphasis on video content when it comes to ranking. The right videos can put your name and business in front of both buyers and sellers and ensure they know where to go when they're ready to enter the real estate market. Which types of videos perform best for the real estate market? We've detailed the top five types below:
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1 in 3 Real Estate Buyers Now Make a Purchase Decision from Only Photo and Video
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Key Digital Performance Metrics: How Do I Know When Video Is Doing Well?
Whether you post custom content or you have an automated content provider, do you know how to tell when a video is doing well? If you're like most people, you equate the number of views a particular video gets with its success. While that's one metric that you can use, it doesn't tell the whole story. Engagement Metrics
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7 Innovative Ideas for New Brokerages
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Next Week's Don't Miss Event: First Live Interview with New NAR CEO Bob Goldberg
For the first time ever, Bob Goldberg, the new CEO of the National Association of Realtors®, will answer questions via live video about the issues that are top-of-mind for the real estate industry. You are invited to attend this exclusive Facebook Live event on Tuesday, August 15 at 3 pm Eastern / 12 pm Pacific. It will be moderated by Andrew Flachner, co-Founder and CEO of RealScout. REALTORS® and brokers, let your voice be heard! Goldberg will field questions directly from you about the issues that matter most. Submit questions prior to the event on Facebook, Twitter and LinkedIn with hashtag #AskBobNAR. Goldberg is NAR's first new CEO in 36 years. After taking the helm on August 1, this will be the first chance you can personally connect with him about the issues most important to you. "As a graduate of the NAR REach® program, RealScout believes REALTORS® are critical to the success of our industry," said Flachner. "We are excited to connect Goldberg's vision directly to the real estate community." Register here to attend the live video interview on Tuesday, August 15 at 3 pm Eastern/12 pm Pacific.
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How to Grow a YouTube Audience for Your Business FAST
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Don't Just Do Listing Videos! What Else to Put in Your Business Video Library
Feel like video usage in real estate marketing is falling short of your expectations? You may not be leveraging it to its fullest potential. A successful video marketing approach should encompass much more than simple listing videos. What are you missing? Other Essential Real Estate Videos Include:
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Top 5 Excuses Brokers Give for Not Using Video
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7 Real Estate Video Best Practices
Video content is one of the hottest marketing tools for real estate pros today, and for good reason. It's easier than ever to produce, works beautifully with mobile devices, and allows prospects to tour your best listings regardless of location. It's also a great way to show off your real estate expertise, build trust with your audience, and show off your company's personality. Now all that's left is creating some great video content of your own, and we've got seven real estate video best practices to help you get started.
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How to Optimize Tags as Keywords to Boost Search Rankings
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How to Optimize Tags as Keywords to Boost Search Rankings
Seeing lackluster results from video usage in real estate marketing? It may be tag optimization issues. Does that sound Greek to you? No worries. We'll cover it here. What are Tags? The term 'tag' can be confusing, because it refers to two types: 1. Public tagging. This is how viewers label, organize, and manage their YouTube content. 'Crafts,' 'Recipes,' 'Workouts,' or 'Homes to See,' for example. (Viewers create their own.)
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Funniest Real Estate Videos Ever: Could Yours Be Next?
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Don't Make These Mistakes in Your Real Estate Videos
Video usage in real estate marketing can lead to some pretty... err... interesting results. And these may or may not be so good for your professional image. Are you making these common real estate video blunders? Overlooking photography. Rather than making potential buyers seasick with live in-motion video, still photography offers crisper imagery at a much higher resolution, allowing for the creation of movement and space via panning around the image or sliding closer and farther away. Sometimes dubbed the 'Ken Burns effect,' this method actually works far better than actual video footage, and makes the transition to video marketing a breeze. Being too obtuse. While you don't want your real estate videos to be overly long, breezing through a home and marginalizing essential details can cost you. While big, wide angle shots give a great impression of space, detailed shots are essential to highlight each home's unique features. Is that crown molding or banister original to that turn-of-the-century home? Did you simply snap a quick shot of a kitchen filled with a stunning backsplash or industrial-grade appliances? Did you overlook an award-winning koi pond in your attempt to showcase the expanse of an outdoor space? Up-close shots of these unique features are key for giving buyers a comprehensive feel of a home – and reeling in fast sales for those who fall in love with them.
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6 Tips on Optimizing Your Real Estate Video for Local Searches
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Friday Freebie: 'Sticky' TV-quality Video for Your Real Estate Website
Brokers (and MLSs) have a new way to engage consumers on their websites, thanks to a partnership between a long-running TV show and a real estate technology firm. Award-winning TV show This Old House and Elm Street Technologies introduced the This Old House Real Estate Network (TOHREN) in a webinar last week. The network lets brokers add professional videos, as well as articles and tools, to their sites to build consumer loyalty and increase repeat website visits. The content is drawn from 600+ hours of video footage from the This Old House TV show, and features short, informative clips that are relevant to homeowners, like "How to Hire a Contractor" and "How to Install Your Own Security System." The idea is to offer a trusted library of helpful resources that real estate consumers can return to over and over. The content is completely free to brokers, and several firms have already started leveraging it on their websites. Take Pacific Union, for example. As you can see in the screenshot below, they've added a "Home and Garden" section to their site. This is where the This Old House content lives. Consumers who click to this page can browse hundreds of videos categorized into channels like "Landscaping" or "Planting." The video platform is smart enough to learn the user's viewing preferences and dynamically serves up clips based on their predicted tastes. This increases the likelihood that your website visitor will continue watching, or will come back soon for more quality content. More options for integrating This Old House content into your broker are available. During the webinar, we also saw examples of sidebar widgets, a homepage display, and--perhaps more interestingly—an opportunity to display banner ads in order to monetize your website. The This Old House Real Estate Network has advertising partnerships with big brands like Home Depot, Target, Sherwin Williams. Brokers can display ads from these partners on their site and earn revenue in return ("pre-roll" ads that play before video clips are another revenue opportunity). Get Started Adding content from the network is easy, and all the technological heavy lifting is done for you. The program is completely free, and no long-term contracts are required. It's a "symbiotic relationship" between This Old House and the broker--brokers benefit from increased consumer engagement and monetization opportunities, and This Old House expands their content's reach to interested homeowners. Ready to see how this program can benefit your brokerage? Contact April Chaffee, General Manager of the This Old House Real Estate Network, at (214) 945-5433 or april.chaffee(at)thisoldhouse.com.
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6 Videos that Can Help You Win More Leads
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How to Successfully Market Real Estate with Video, Part 1
Video usage in real estate marketing is rapidly gaining momentum. Unfortunately, not all attempts are successful. It takes more than a simple upload to engage customers. Luckily, gaining the right kind of exposure is just a few tips away. Your Roadmap to Video Marketing Success: 1. Fill with value – not fodder. Carefully consider what will be useful for potential customers. Focus on the community you serve, referencing common questions – not an overblown doorknobs-to-floor-nails approach. More is not necessarily better. 2. Start with YouTube. Owned by Google and the second largest search engine in the world, more than 1 billion unique users frequent YouTube monthly, consuming 6 billion hours of video. This includes more than 50 percent of prospective homebuyers that patronize the site as a primary vehicle for home buying research. 3. Optimize! From physical address to neighborhood and local amenities, brainstorm relevant search terms to ensure you snag relevant home hunters. Include these search terms in your video title, description, and tags – but don't stuff – it'll hurt your placement. 4. Don't overlook your call to action. Include your website URL, phone number, and logo in a visible (but not distracting) position in the video to drive traffic and convert more leads.
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Top Marketing Videos to Do for Every Listing
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Can You Sell Your Brand in 6 Seconds?
Vine may be dead. But the six-second video thing is still alive—and getting some serious play from Google. Their recent push behind six-second video content presents an intriguing opportunity for real estate brokerages to sell their brand to a younger, wider audience. Here's how. First, a little background Pre-roll videos are ads that play before a YouTube video. You can allow viewers to skip your pre-roll ads. But if people can skip an ad, they will. And then your marketing content is, for all intents and purposes, impotent. As an alternative, you can pay for a pre-roll ad that people can't skip. Your content plays and viewers have no choice but to watch and/or listen if they want to access their content. However, the inability to skip these ads detracts from their effectiveness. That is to say, though these ads 'reach' their intended audience, they just annoy the crap out of everyone. 6 seconds So Google also offers six-second pre-roll 'bumper' videos. The idea of these 'bumper' videos is to avoid annoying viewers with forced commercials and simultaneously prevent them from skipping them. The six-second video works for two reasons: one, according to YouTube, more than half of all YouTube videos are consumed on a mobile device. It's important to reach these viewers quickly, as videos eat data and data eats money. Two, humans only have an attention span of eight seconds. That attention span is shorter than a goldfish. And goldfish don't have smartphones. So the six-second video is an ideal length—especially for an audience with a historically short attention span that uses their smartphone on a daily basis to peruse miscellaneous YouTube videos.
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How a Black Sheep Transformed His Personal Brand into a Successful Brokerage
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Brokers Need to Fix Their YouTube Channel
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.
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Build Your Brand by Leveraging Market Analytics and Online Videos
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Hyperlocal Marketing for Real Estate
Hyperlocal marketing may sound like something out of a science fiction movie, but it's one of the best growth and expansion tactics for real estate brokers and agents. By default, real estate professional jobs are locally based and focused, so you may already be doing hyperlocal marketing and don't even know it! Marketing based around your specific geographic area is more than just letting people know about the upcoming city-wide event, the Thanksgiving parade, etc. Everyone already knows this! Finding Your Focus Hyperlocal marketing needs to focus on what makes your specific geographic area unique and what it can provide to potential home buyers over other locations. Help prospective buyers envision what their life could be like within your area, what their neighbors are like, and what type of homes are available. I'll share five easy tactics to help refine your hyperlocal marketing initiatives and help build your local real estate brand. Create Local Area Pages: One of the biggest hyperlocal marketing activities you can do is create web pages specific to the neighborhoods you service. Any IDX system worth its salt will allow you to create specific pages built around location-based criteria. Talk about schools in the area, points of interest and anything else based on your local expertise. You can go one step further and create automated email alerts for people looking for properties in a specific area, as well. Interview Neighbors: It's a proven fact that new buyers value the opinions of your previous clients. What better way to show off your specific neighborhood or market than by interviewing people that currently live there? This establishes immediate credibility and lets the people that matter the most sell your business.
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4 Ways Video Is Changing the Email Marketing Landscape
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Crafting Your Brand’s Primary Video Marketing Goal
Since the dawn of advertising, brand awareness has been the goal of every business. The most successful branding campaigns have turned product names into household words. And in many cases, they spent a small–or not so small–fortune. The good news is you can spend comparatively little to create effective brand awareness for your real estate business. To build and maintain brand awareness, you have to create compelling video content. Whether a potential buyer has just stumbled upon your marketing video or listing video, or it's someone who already knows you and wants to see what homes you may be offering, it's important to keep their attention. If you haven't grabbed their attention in the first few seconds, they're not likely to keep watching and they're also not likely to remember your name or your brand. Your brand should be front and center–obvious, but not intrusive–in your video. Your name, or the name of your sales team or brokerage, as well as your contact information, should be accessible. Strive for consistency in each video, as well. As your viewers watch more of your videos, they'll recognize the placement of logos and other graphics, and associate it with you.
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5 Video Marketing Mistakes to Avoid
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Baird and Warner Dropping Big Bombs
With great interest, WAV Group noticed that Baird and Warner announced in July that they are partnering with BombBomb™ in offering their video solution. Historically, WAV Group has always understood BombBomb as an agent video solution. We believe that Baird and Warner may represent the largest firm to deploy their solution across their enterprise. We caught up with Laura Ellis, President of Residential Sales at Baird and Warner to understand the strategy. For Baird and Warner, many agents in their company had found BombBomb on their own. This is how the company started to become aware of the service. Overall, agents have continued to ask for more video tools beyond their video virtual tours and their video agent bios. It is important to understand that Baird and Warner supplies Google Work tools to their agents – so Gmail is the primary email tool used by their agents. With BombBomb's direct integration into Gmail, the "compose a video" button is conveniently located with "compose mail." BombBomb is also integrated into the Chrome browser for easy access. (BombBomb also has a deep integration with Outlook™ and a long list of CRM tools.) Baird and Warner did not license BombBomb as a site license. Rather, the company purchased licenses for all of their managers and negotiated a discount off of the $39-69 per month price for their agents. Ellis reports that agents really seem to like it; over 85 of their 2,150 agents having registered for the service already and have sent over 1300 vMails. She suggests that the adoption is driven largely by the convenient integrations and the simplicity of using the tool.
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3 New Video Technologies that Can Transform Your Real Estate Listings
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Crafting Your Brand’s Primary Video Marketing Goal
Since the dawn of advertising, brand awareness has been the goal of every business. The most successful branding campaigns have turned product names into household words. And in many cases, they spent a small—or not so small—fortune. The good news is you can spend comparatively little to create effective brand awareness for your real estate business. To build and maintain brand awareness, you have to create compelling video content. Whether a potential buyer has just stumbled upon your marketing video or listing video, or it's someone who already knows you and wants to see what homes you may be offering, it's important to keep their attention. If you haven't grabbed their attention in the first few seconds, they're not likely to keep watching and they're also not likely to remember your name or your brand. Your brand should be front and center, obvious but not intrusive, in your video. Your name, or the name of your sales team or brokerage, as well as your contact information, should be accessible. Strive for consistency in each video, as well. As your viewers watch more of your videos, they'll recognize the placement of logos and other graphics, and associate it with you.
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How to Promote Your Listings Using Video
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Keys to Promoting Your Mobile Video Content
If you're not using video to connect with potential homebuyers, you're missing an increasingly large chunk of your potential clients. Research reveals it's become an important part of the shopping process for an ever-increasing percentage of homebuyers. And, increasingly, those videos are consumed on mobile devices. Just how important is video? It's estimated as much as 85 percent of homebuyers and sellers look to work with a real estate agent who uses video to market their listings. Kathryn Royster, a blogger for inman.com, reports that homes listed with video get four times as many inquiries than homes with no video listings. Clearly, video has become an important—or, shall I say, indispensable—tool in today's real estate market. It's important to understand, too, that how homebuyers use video has changed. Instead of merely sitting at home, at their very stationary desktop computer (if they even still have one), consumers are engaging with video more and more on mobile devices: tablets and cell phones. And, of course, they could be viewing your videos virtually anywhere—even in the driveway of one of your listings!
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4 Ways to Improve Video Marketing ROI
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Video Metrics that Impact Your Real Estate Marketing
Creating engaging video content that people not only press play on but also interact with is the top goal of every real estate marketing professional. Whether you're creating videos for your listings or introducing buyers to the local market, you want prospective clients watch, share, comment, and contact you to learn more. When it comes to understanding how well your video content is performing, there are several metrics worth paying attention to. Video views are really only useful in the context of understanding how many times your video content is being exposed to viewers. Video views as a lone metric don't give you a clear view of the full picture of how people interact with and use your video content Understand your average watch rate can help you clarify your video marketing message. Watch length, also known as dwell time, is one of the foundational video marketing metrics because it helps you gain a better understanding of your videos' ability to capture and hold the attention of your audience. Keeping in mind that viewers are objective in their search process. They are looking for specific information that your video content must provide. When your video watch rate is low, it's usually an indication that viewers have decided your video as unable to provide them with the information they need. Videos with high average watch rates are on par with the information viewers are looking for.
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Reaching Homebuyers with Advice Videos
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Why Your Facebook Video Ads Should Be Silent
The best places to advertise are where consumer traffic is heaviest. That's Advertising 101. In the electronic world, there is no heavier consumer traffic than on Facebook. But before you rush onto the world's busiest platform with your ad, there are some recent changes involving Facebook video ads you should be aware of. Facebook is now asking businesses to develop video ads that don't require audio. There's plenty of other video content that includes audio on the social media giant, but Facebook says this move is designed to protect both them and their advertisers. The concern is that the audio of an ad could begin playing loudly at an unexpected moment. The research Facebook commissioned revealed that four out of five people would have a negative reaction should that happen, both to the social media platform and to the advertiser. But while advertisements can't include sound anymore, Facebook announced it will soon offer an opt-in to businesses that would automatically enable captioning for advertising videos. That should save advertisers some money, since they won't have to add captioning themselves.
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Budgeting for Custom Video Production
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YouTube Insights from Google Creator Day
When some of our readers heard that my daughter, Alexandra "Sparkles" Lund, was invited to attend Google Creator Day, they were genuinely interested in hearing about what she learned at this exciting event. She has written a blog post for her own blog, SparklesLund.com, and I thought I would share it with you because there is some very interesting information about ways to build the size and engagement of a YouTube channel. Please follow her on Facebook, Instagram, Twitter and subscribe to her YouTube channel. Enjoy! Google Creator Day As you may know, I have been really publishing a lot of videos on YouTube the past year. It is something that became part of my career development strategy when I became a professional dancer. A lot of it was inspired by Will "Willdabeast" Adams and his creative director, Brazil. When I started my channel, Willdabeast had about 500,000 subscribers. Today he has 1.5 million. When I started I had about 25, and recently I got the attention of YouTube when my subscribers neared 10K. First Observation: 10K is a magic number! Because I am in the entertainment industry, I personally know about 20 dancers that have more than 10K subscribers. Many, like Jordyn Jones have over 500K. Because their subscriber numbers are so large, I really did not see my 10K as a big deal. However, I learned from YouTube that it is a big deal. It puts me in the top tier of YouTube creators in the world. To encourage YouTube creators, YouTube has developed eight film studios with legit equipment in major cities around the world like Los Angeles, London, Tokyo, New York, Sao Paulo, Berlin, Paris, and Mumbai. When you hit 10K, you can unlock the YouTube space and use their film studios for FREE!
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One Simple Trick to Sell Your Listing Faster
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5 Business Reasons to Hire an In-House Media Producer
Let's say you have 100 agents in your brokerage and these agents have 50 listings between them. Each of these listings needs to be marketed online, a process that includes, among other things, top notch photography and video work. There's nothing wrong with paying a freelancer or production company for this job. They're the experts and will (likely) give you everything you pay for. But you already know that. Here's something you might not know: You could save money, strengthen your brand, provide a service to your agents and generate more leads if you do all of your photography and video production instead. Here are 5 ways an in-house media producer will benefit your business: 1. Consistency, Reliability and Mobility When you hire an in-house media producer, you control their hours, pay and benefits. You set the standards for work and productivity. When these factors are controlled, your media producer will be as consistent and reliable any of your other employees—something you just can't guarantee with outside help. In addition, having an in-house producer means you're also able to mobilize for media production at the drop of a hat. You don't need to wait for a freelancer's schedule to open up; you won't get charged extra because a production company has taken on your last-minute project. With a media producer on staff, you get what you want and when you need it.
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7 Brilliant Tips on How You Can Create the Perfect Listing Video
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How to Make a Video for Your Business That Doesn’t Suck
Some advice from someone who has paid their rent with video work. The number one thing I do to help out friends with small businesses is basic video work. Why? Well, first of all, video is everywhere, and a surprising number of people — a.k.a. "potential customers" — simply aren't willing to read very much these days. In the vast majority of cases, you don't necessarily need a video, but from a marketing perspective, not having one puts you at an immediate disadvantage. Don't believe me? Send people to your video-less site, and wait for someone to say, "Where's the video?" or "Is there a video?" You won't have to wait very long.
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What is Periscope and How Can it Grow Your Business?
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How the Right Video Content Can Make You a Trusted Real Estate Concierge
It may sound harsh to say, but it's true: Talking about yourself is not the best way to win listings. That's why statistics on YouTube's top 5 real estate video types indicate "About Me" content ranks fifth on a scale of most sought-after video content buyers/sellers review before choosing an agent. Why? The reason can be found in what I believe is one of the best sales, marketing and communication books ever written: How To Win Friends & Influence People, by Dale Carnegie. If you haven't read it, get a copy. First published in 1939, it continues to be a top seller because it's based on a profound truth about human nature: To get people to give you what you want, you have to give them what they want first. To build and grow your business base, you need listings and referrals. But what do consumers value when choosing a real estate agent? According to a 2014 report about real estate tech trends, 39 percent of consumers said they chose an agent referred by friends or family, and 25 percent said they went with an agent they've worked with before. Staying in regular contact before, during and after the close of their real estate transaction — and providing a message of value during that contact — is a huge step in the right direction. A step that (which might be hard to believe) many agents fail in taking.
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4 Reasons Why Millennials Can Get Your Video Marketing Into Shape
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Video: Your Website’s New "Must Have"
Video is the most powerful, under-utilized form of marketing in real estate – the online equivalent of putting a puppy in the hands of a prospective buyer. And you don't have to be selling a luxury home for video to be advantageous. Video doesn't just appeal to buyers – sellers are recognizing its success and value and demanding it – video is the future. Video gets right to the heart of buyers, telling the story of "what it's like to live here..." Differentiating itself from the multitudes of lemming-like real estate websites, listings with property videos leap off the page, coming to life and connecting with viewers in ways photography can't. They demonstrate the flow of a home, and capture emotionally appealing shots through footage of gardens, neighborhoods, amenities, and nightlife. All a prospective client has to do is click "play." How critical are real estate videos when it comes to marketing? Video listings get far more hits than your typical listing stills. Videos keep most visitors on websites six times longer than those without. Viewers retain 95 percent of the message, versus 10 percent of written messages. Properly site-mapped videos are 53 percent more likely to rank on the first page of results on Google – over blogs and traditional sites. The impression the value of real estate video gives prospective clients creates an overall view of an agent as someone who can effectively service their needs.
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Target Consumers With Branded Video
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Fox and Roach: Internal Marketing Excellence
Fox and Roach is among the largest real estate brokerages in America. They recently published an internal communications piece that is a great case study for how brokers stay connected to their agents using video and move the needle on adoption of brokerage services. Watch this short, two-minute video:
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