How To Create Professional Quality Real Estate Marketing Videos – Part 2

Looking for real estate video marketing ideas?

 

real estate video marketing ideas 
In part one of our series on How To Create Professional Quality Marketing Videos we focused on the preparatory stages of creating an effective marketing video. But no matter how good you look in the mirror or how perfectly you’ve planned the length of your video, poor shooting techniques can still ruin your video. The good news is, it doesn’t take a degree in videography to shoot a quality video. Just paying attention to a few details can do the trick. Here are some real estate video marketing ideas for actually shooting quality videos:

Always shoot with good lighting

 
Good lighting is essential to any video, but it’s especially important when shooting people. Make sure your face is not shadowed. If your video looks like you shot it in the middle of the night by candlelight, it will be a subconscious turn-off to your viewers. If you’re shooting outdoors, the best time is mid-day when the sun is highest in the sky. When shooting indoors, lighting becomes a bit more tricky. That’s why photographer studios have so much expensive lighting. But you can produce the same quality lighting effects for less than a hundred bucks – even less depending on what you have lying around your house or garage.

Eliminate glare from eyeglasses

 
Make sure you have ample lighting, and that your face is not shadowed. But having enough light isn’t the only thing you need to concern yourself with. If you’re wearing glasses, make sure there are no light sources positioned in such a way that light reflects off your glasses. If you position your indoor lighting sources properly, they won’t present a problem. But if you’re using the front-facing camera on a mobile device, you’ll have some glare that reflects off your eyeglasses. You can eliminate this by covering the display with a piece of card stock, or by using the rear-facing camera. If you’re shooting outside and eyeglass glare is a problem, you can either re-position the subject or use a flag to block the sunlight.

Maintain eye contact with your viewers

 
Probably the most challenging thing is maintaining eye contact with your audience. The simple solution to this is to think of the camera lens as the eyes of the viewer. After all, it kind of is, isn’t it? Just look at the camera lens as though it’s one of your prospective viewers. Unfortunately, a trap many people fall into is feeling a need to read the text of their message word for word rather than just convey their message in a conversational manner. There is a difference.

You probably know real estate backwards and forward. That being the case, there’s really no need to read your message word for word. If you were telling a prospective client about a property face to face, would you whip out a sheet of paper and read to them? Of course not. Well, talking to video viewers is no different, with one possible exception. This is where that piece of card stock you placed over the screen comes in. To help keep yourself on track with the points you want to convey in your video, you can print some short bullet points on the card. This will serve to keep you focused on your message content, and maintain good eye contact with the viewer.

Editing your video

 
We discussed valuable real estate video marketing ideas above. Here is one final tip to remember, your video shoot doesn’t need to be perfect, start to finish. If you try to accomplish this, you’ll drive yourself crazy. Instead, when you flub something while recording, stop recording, then restart from a natural break-point in your presentation. Then you can edit out the flubs and stitch the good parts together using a video editing app.

Conclusion:

 
If you use the real estate video marketing ideas we share here and in part one of this series, creating a good quality video can be fairly simple. The most important thing in the beginning is to be patient with yourself and the process. It will take time, and there will be a lot of material that ends up on the virtual cutting-room floor. But as you continue to work at it and gain experience, the overall quality of your videos will continue to improve.

How To Create Professional Quality Real Estate Marketing Videos – Part 1

How To Create Professional Quality Marketing Videos – Part 1

 
Realtor profile videos 

If you’ve ever seen a do-it-yourself online marketing video, it’s a pretty safe bet that it was of poor quality – poorer than it needed to be anyway. This lack of video quality is a phenomenon that seems to have taken on a life of its own over time, especially on live streaming platforms like Facebook Live, Periscope, and others. Many who embark on do-it-yourself video production projects see all the poor quality examples already out there and assume it’s OK to continue the trend. This is an opportunity for you to create professional quality marketing material, be it realtor profile videos or listing videos, for a fraction of the cost of professional production. Here are some simple tips you can apply that will result in higher quality videos:

Groom and dress appropriately

 
Regardless of whether the product are realtor profile videos or listing videos, a quality marketing video starts with the on-camera talent – you. More specifically, your appearance. Just as a well-designed website is important to establishing a positive image for your business, your personal appearance plays an important role as well. How you look can either help maintain that positive image, or detract from it.

We’re not suggesting that you get a hair cut if you’re a man with shoulder length hair, but it should be clean and well-groomed. If you have a beard, it should be neatly trimmed. If you’re a woman with multiple piercings on your face, take those pieces out for the video. The point is, generally speaking, you should look presentable to even the most conservative client. The basic rule is; know your market and groom accordingly. The same principle applies to how you dress in your video. Know your market, and dress accordingly.

Plan to keep your video short

 
Most internet marketers fail to recognize the difference between marketing videos and informational videos. True, informational videos are often also used as marketing tools, but that’s really secondary. People who invest the time to watch informational videos are already interested in the product or service you sell. The marketing video is how you get them interested. In the brick and mortar world, the TV commercial is often what gets an individual interested in further exploring a particular product. Visiting a store location what gets them the in-depth information they need to make a buying decision.

We’re not suggesting that your online marketing video be as short as a TV commercial – most of those are 30 seconds or less. But they usually don’t need to be more than two or three minutes. Remember the vast majority of internet users have short attention spans, especially when they’re just surfing.

Of course, there’s more to creating quality marketing videos than we’ve shared here. To learn more, watch for our second and final part of this series. Meanwhile, we invite you to check out our recent post on “Using Social Media Live Streaming To Market Real Estate“.

Bonus:

 
The links below are some realtor profile videos, as well as other real estate marketing videos for your reference.

Cecilia De Freitas – Listing video

Neil Robson – Realtor profile video

Jillian Allen Kotler – Realtor profile video 

Do you have a video marketing tip you want to share? Feel free to let us know in the comments section below.

Marketing your real estate business on LinkedIn – Part 2

Why are realtors networking on LinkedIn?

 

In part 1 of our two-part series on marketing your real estate business on LinkedIn, we covered how to create your company’s presence on that platform. Now it’s time to learn how to create and grow a solid network of LinkedIn contacts for your real estate business. After reading this post, hopefully, we can agree realtors networking on LinkedIn clearly have advantages.

Realtors networking on LinkedIn
Realtors networking on LinkedIn

 

Why Connections Matter

LinkedIn’s search engine only shows your first, second, and third-degree connections in users’ search results. The more first-degree connections you have, the more second and third-degree connections you’ll have. That makes you just one connection away from virtually millions of people. Need more information to convince you? Look at the data below provided by the Pew Research Center:

2016_LinkedIn statistic

Source: Pew Research Center

 Ways To Grow Your Network

Most people don’t know this, but those who have the 500+ mark next to their profile are considered part of the expert tier on LinkedIn. When people see that 500+ indicator, they’ll know you’re serious about using LinkedIn for business; and they’ll want to connect with you.

Post daily

Just like any other social network, it’s important to stay active on LinkedIn. That starts with posting status updates every day. But, unlike most social networks, your status updates on LinkedIn should be strictly business oriented and add value.

Engage Your Connections

Review your wall often and like, comment on, and share other people’s updates and long-form posts. This is especially helpful in starting and nurturing relationships with new connections.

Post Content To LinkedIn Pulse

Pulse is LinkedIn’s publishing platform. Posting quality content there is a great way to showcase your expertise on a given topic; and your content can be seen by the entire LinkedIn community so you can get noticed by a broader audience and increase the likelihood that people will reach out to connect with you. If you’re not sure what to publish, consider re-purposing your blog posts or other content.

Personalize Connection Requests

Review suggested connections from LinkedIn at least weekly to find two or three people in your industry or niche and connect with them. When sending a connection request, avoid the canned request language provided by LinkedIn in favor of a personalized approach. Here’s an informative article on how to customize connection requests.

Add Keywords To Your Profile

Another great way to help people find you is to add keywords and phrases to your LinkedIn profile; focusing on your headline, summary, and experience sections. These sections are searchable, so incorporating relevant keywords and phrases will make you more searchable, leading to more view and increasing the potential for new connections.

If all we’ve covered here seems a bit overwhelming, set a goal to try just one or two of these ideas each week. Eventually, your number of connections will grow and you’ll get to 500+ connections before you know it. But don’t stop there. As you grow and nurture your connections, your LinkedIn presence will begin to pay real dividends. This is why realtors networking on LinkedIn put in the hard work. Share some of your LinkedIn ideas on how to grow your network in the comments section below.

Marketing Your Real Estate Business on LinkedIn – Part 1

We’ve posted a lot recently about marketing real estate using various social media platforms. Continuing with that trend, this 2 part series goes into some depth about realtors marketing on LinkedIn – the social network for professionals. Here in part 1, we’ll cover how to create your company’s LinkedIn presence.

Realtors marketing on LinkedIn

Create a Company Page

Realtors marketing on LinkedIn should think about, if you haven’t already, creating a company presence. Most professionals are familiar with personal profiles on LinkedIn, but did you know you can also create a company page there? Many people are confused about the difference between personal profile and a company page. Here’s an explanation:

From a marketing perspective, a personal profile is where you describe your own professional expertise, background, etc. On the other hand, a company page is like a mini website right there on LinkedIn where you can establish, define, and promote your business brand. It’s a place to let people know what your company does and to help them find you based on the services you offer.

When you create your company page, enter as much information about your company as possible, just as you would for any social network business page. For example, your website address, links to other social media accounts, and information about your company’s specialties (ie. luxury homes, commercial properties, income properties, etc.)

Once you’ve entered all your company information, it’s time to spice up your page with a catchy header image. If you’re a creative type, this might be a piece-of-cake for you. If not, there’s no shame in hiring a designer who specializes in web images. But before you do anything, check out this post from HubSpot on how to spice up your LinkedIn banner.

Realtors Marketing on LinkedIn

This post wouldn’t be complete without a few examples of some nice looking LinkedIn real estate company pages, businesses both big and small.

Do you like those references? Really want to get started on your LinkedIn company page today? Then go for it! The LinkedIn page to start creating your company page is right here . But first finish reading about showcasing below.

Showcase Pages

In addition to your company page, you can also create targeted showcase pages to highlight certain elements of your business. You must have a company page to create showcase pages. Examples of showcase pages for real estate include an “about me” and static pages like “free consultation” offers. Other great applications for showcase pages are individual property pages and content pages. A good reference for a content page is Keller Williams. They do an excellent job showcasing their business here.

Of course, to be effective, realtors marketing on LinkedIn still require a network of contacts. In part 2 of Marketing Your Real Estate Business on LinkedIn, we’ll share some ideas on how to create and grow a solid network of connections for your real estate business. Do you have a company page you want to share? Feel free to include it in the comments section below.

Instagram for Real Estate Pros (Part 4 of 4)

Real Estate Social Media Ideas for Instagram

 

Real estate social media ideas
Real estate social media ideas from Instagram to get more followers.

After reading Parts 2 and 3 of this series, you should have a pretty fair sense of how to use Instagram for your real estate business. Here, in the fourth and final part of our series on Instagram for real estate professionals, we’re going to share some comments about 5 real estate Instagram feeds that we think will help inspire you as you develop your own Instagram strategy.

The Agency

The Agency in Los Angeles California is gold standard of real estate marketing on the west coast. In addition to the obvious things a realtor would use Instagram for, The Agency also introduces new team members, publicizes their community service efforts, and extends well wishes around the holidays.

Nicole Mickle

Orlando Florida realtor Nicole Mickle uses Instagram to share stories about clients she has helped close on their homes. This human to human marketing approach puts prospective clients immediately at ease with Nicole because they can see themselves in the stories she shares. Nicole’s feed also makes good use of general hashtags.

Bond Real Estate

New York based Bond Real Estate puts an interesting twist on still photography. Instead of the typical one-shot per post imagery, they use an Instagram app called Layout to display multiple pictures in a single post.

Iglesias Realty Group

Miami’s very own, Iglesias Realty Group, approaches Instagram marketing with a broader perspective. In addition to sharing professional photos of their listings, they share an equal measure of imagery of the area around those listings. They subscribe to the notion that people don’t just buy houses to live, they buy communities to be a part of. Did we mention they have over 100,000 followers?

Jellis Craig

Real estate isn’t just an American business; it’s an everywhere business, and we can learn from other real estate professionals no matter where they are. One great example to learn from is the Jellis Craig team from Melbourne, Australia. They use their Instagram feed to showcase everything from indoor photos and videos shot from aerial drones, to company events and private showings. They also incorporate their company logo into many of their photos and videos, which helps with branding.

Wrapping it up

As you look at the Instagram feeds we’ve shared here, think about how you might incorporate some of the things they do into your own strategy. One thing we noticed in our admittedly limited review of individual posts on the accounts we discussed is that none of them seem to use brand hashtags much, if at all. As you review real estate Instagram accounts in your area, you might look to see if that’s a trend in your market. If it is, you may be able to differentiate yourself simply by incorporating brand hashtags into your Instagram and other social media strategies. Do you have real estate social media ideas you want to share? We welcome you to do so in our comments section below.

For further inspiration on using Instagram for your real estate business, we invite you to follow some or all of these real estate Instagram accounts.

Instagram for Real Estate Pros (Part 3 of 4)

Instagram Ideas for Real Estate Pros (Part 3 of 4)

 

Instagram Ideas for Real Estate Pros
Instagram features like Stories and Hashtags can benefit real estate agents and brokers.

In Part 2 of Instagram for real estate professionals we gave you some ideas about how to use Instagram effectively. Here in Part 3, Instagram Ideas for Real Estate Pros, we’ll continue with that theme.

Instagram Stories

 

In August, Instagram introduced a feature called Stories. Stories is one of those good Instagram ideas for real estate pros. The feature enables you to create a photo sequence containing several pictures from throughout your day. Once you learn how to use Instagram Stories, you can use them in a couple of ways to promote your brand:

  • Virtual open houses – In case you’re not already doing so, you should develop the habit of taking photos at all your open houses. Then you can cobble a bunch of photos together from multiple open houses for the same property, and create a virtual open house for that property. By creating virtual open houses with Stories, you can feature them on Instagram and incorporate some fun by adding colorful text or thought bubbles. You can also publish your virtual open houses on other social channels by saving it to your phone’s camera roll and uploading it from there.
  • A day in the life – In Part 2, we talked about sharing behind the scenes peeks at your operation. Similarly, you can share a series of snippets from a busy day of helping your clients. When you do, remember to add some flair with thought bubbles and other features.

Hashtags

 

No discussion of Instagram is complete without talking about hashtags. Hashtags originated on Twitter, but they quickly became part of other social media outlets. They’re an important element of marketing on Instagram because it’s a visual medium with no keyword optimized content. There are two types of hashtags: general hashtags and brand hashtags.

General hashtags are those that you might use to serve as keyword phrases to attract people to your Instagram feed. For example, if you post an image or video that relates to staging a home for sale, you might use a hashtag like #HomeStaging or #StagingYourHome. These are general hashtags.

Brand hashtags are those that are unique to your business. At a minimum, you should have a brand hashtag that consists of your company name and/or your tagline. For example, #FredJonesRealty, and/or #TheBestRealtorInBurmingham. Another way to use brand hashtags is for specific marketing campaigns. For example, #FredJonesHomeshowSpecial. Of course, you’ll want to make sure no one else is using the brand hashtags you’ve picked out. If they are, you’ll have to create another because brand hashtags should be unique to you.

When To Post

 

In October ReadyPulse wrote a very good article with information on the best times to post using Instagram.  If you have the time we would take it one step further. How you ask? Well determining what times to post on Instagram depends on your target audience. Think about your target persona and what their typical day might look like. Are they the type of person who would check Instagram first thing in the morning, during their lunch hour, after dinner, etc? For realtors this can be tricky since home buyers come from all walks of life. So your best bet is to test different times of the day, and settle on a posting schedule that maximizes results.

Once you’ve developed a good posting schedule, it’s essential that you start using a posting service. This is easier than working your entire day around your social media posting schedule. Depending on your needs, a free service might be sufficient or you may want to invest in a paid service. Two good options are Hootsuite and Buffer. Both offer free and paid plans. Do you have some Instagram ideas for real estate pros? If so we would love for you to share them in the comments section below.

In closing, we invite you to continue following our blog for Part 4 of our series where we’ll share some great real estate focused Instagram feeds. We also encourage you to search for other sources of information on how to market on Instagram.

Instagram for Real Estate Pros (Part 2 of 4)

Instagram Ideas to Market Real Estate

Instagram ideas to market real estate

In Part 1 of Instagram for real estate professionals, we delved into some compelling statistical information. Why? To support the notion that real estate professionals should incorporate the Instagram ideas to market real estate mentioned in this series, into their overall social media strategy.

Instagram is more widely used than Twitter. That’s right. It’s number 3 on the list behind Facebook and YouTube. Impressive! Now let’s get started learning how to use Instagram. In these next two posts, we’ll give you some Instagram tips on how to market real estate properties effectively.

Instagram ideas to market real estate

Think Visual

The fact that the top three social media platforms are all highly visual in terms of overall content tells you all you need to know about how to market there. And the fact that number one Facebook didn’t start as a visual medium, but has become that, is a clear indication that marketers must think visual when marketing on social media. This is especially true for those who market visual products like real estate.

Share Listings

For realtors, the obvious application of visual social media is sharing property images, either photographic or video. But just posting a photo or video isn’t enough. You must make sure you post high quality images, and that requires some basic knowledge and effort. For help creating high quality photographic images, check out these 25 real estate photography tips. To learn how to create compelling video imagery, use these 10 tips for shooting virtual tours. Remember, Instagram videos shared on Instagram have a maximum length of 60 seconds, so you’ll need to make every second count. The good news is, you really can show all you need to show in 60 seconds or less – television advertisers do it all the time.

Share Peaks Behind the Scenes

Just like on your other social media pages, you don’t want your content to be all business. Clients and prospects need some reassurance that they’re dealing with real people. Of course, they know that on an intellectual level, but they also need to know it on an emotional level. People connect with people, not companies; and sharing candid, unrehearsed behind-the-scenes photos and videos helps them make that H2H (human to human) connection. The photo and video tips noted above are also applicable to these behind the scenes visuals.

Link To Facebook

That’s right. You should link your Instagram account to your Facebook page. The reason, from a visuals perspective, is photos shared from Instagram to Facebook look better than those shared from other image sharing sites, according to Inman. There are other good reasons to link your Instagram account to Facebook, but they go beyond the scope of this post.

We invite you to continue following our blog for Part 3 of our series where we’ll share some more ideas on how to use Instagram effectively. We also encourage you to search for other sources of information on how to market on Instagram. Lastly, what instagram ideas to market real estate are you using for your listings?

Instagram for Real Estate Pros (Part 1 of 4)

Using Instagram for Real Estate

Instagram for Real Estate

Most business owners have come to realize that leveraging the power of social media marketing can dramatically impact their success. This is particularly true for businesses that sell visual products – social media platforms are perfect for getting visuals out there. One such platform is Instagram. Using Instagram for real estate is an excellent tool. And, while you may not find your next big lead by posting a filtered shot or short video of your latest listing on Instagram, you can use it to market your brand, company culture, and reputation. These are essential elements of an overall marketing strategy.

But getting started using Instagram for real estate can be challenging if you have no experience or insight about whether to use it, or how. In this 4 part series, we’ll explore some statistical details as evidence of why you should consider adding Instagram to your social media mix; give you some ideas on how to use it effectively; and share some real estate Instagram feeds you should follow for additional ideas and inspiration.

Instagram by the Numbers

General info
No discussion of Instagram statistics can begin without appreciating the raw total numbers. In June of 2016, Instagram reported that their community of users had grown to 500 million, 60% of whom use Instagram every day. That 300 million daily users number will continue to grow at the same rate relative to the total number of users, according to the law of large numbers. But, of course, not all those daily users live in the U.S. – an important factor if you only do business here. In fact, only 20%, or 60 million, live here; but that’s still a huge number. Given the fact that Instagram usage continues to grow, deciding whether to use it is really a no-brainer. But, even if that number just hovered around 60 million, Instagram is a must-use medium for virtually any business, realtors included.

In the Weeds
If knowing the total number of U.S. Instagram users isn’t enough, consider this: according to a Pew Research Center survey, 28% of U.S. internet users between the ages of 30-49 (prime age range of real estate buyers and sellers) use Instagram. So, of the 60 million daily Instagram users in the U.S., 16.8 million fall into the prime age range of real estate buyers and sellers. And, when you factor in the 40 million U.S. Instagram users who don’t use the platform daily, that’s another 11.2 million prospective clients that you can reach on Instagram.

Although Facebook remains at the top of the social media heap, Instagram continues to grow in popularity. Those who fail to diversify their social media reach by incorporating this tool risk missing out on a lot of great opportunity. Stay tuned to our blog for Part 2 of our series on Instagram for Real Estate Professionals.

 

Using Social Media Live Streaming To Sell Real Estate

Social Media Live Streaming To Sell Real Estate

To stay on top of the proverbial heap in real estate, brokers and salespeople must stay current with the top marketing trends, learn how those trends can apply to their business. One important trend is the growing popularity of live video streaming online. Here are some thoughts on why you should use social media live streaming to sell real estate:

A growing trend

The financial times recently reported that live video on YouTube increased by 80%, and Facebook’s Mark Zuckerburg reportedly said that in five years, Facebook will be mostly video. And he’s putting his ad money where his mouth is. If you haven’t already seen a television commercial for Facebook live, you’re probably not watching much TV at all. The point is, video is here to stay, and live video is the future of video marketing.

An inexpensive tool

While there are some great fee-based live video tools out there, like Twitch and UStream, the most well-known platforms, Facebook Live and YouTube Live as well as Periscope, are still free. These free options are good choices for the realtor who wants to get his live video feet wet before incurring any costs.

Ideal for open houses

The traditional open house concept has prospective buyers driving around town, looking at a property in person, then rushing off to find the next house on their list before that open house ends, etc. This is often a very stressful proposition for prospective buyers, and can lead to some rather salty dispositions, especially if yours is the last house on their Sunday afternoon tour. The challenge for you, the realtor, is you have no control over when people actually show up to see your listing during that three-hour window.

By hosting a live tour of a property, you enable prospects to see it from the comfort of their family room; and you have complete control over when you show the property. Plus, the time investment is significantly reduced because you’re only walking through the property once with potentially dozens of prospects simultaneously. Of course, you will still have to show the property in person at some point, but those showings will usually only be to those who’ve already seen the property on video and had many of their questions answered in real-time. These are highly qualified prospects.

It’s recyclable and shareable

Unlike the traditional open house, your virtual open houses can be used over and over. By linking to the archived version of your open house video, prospective buyers can be treated to a virtual open house every hour of every day the property is on the market. You can literally show houses while you’re having dinner, watching television, or even sleeping. Now THAT’S leverage.

Using Social Media Live Streaming To Sell Real Estate

Finally, no discussion of social media marketing is complete without mentioning the shareability factor. Shareability is to social media marketing what gasoline is to the internal combustion engine; and video content is some of the most shareable content out there. An infographic published by Hyperfine Media earlier this year says that 92% of mobile video watchers share videos with others.

In conclusion

Using social media live streaming to sell real estate is a whole new way to reach your target market and create brand exposure like you’ve never had before. Not only is it great for the here-and-now of real estate marketing; it also causes people, especially millennials, to remember you because of your cutting-edge approach to reaching out to them.