Video marketing has become an extremely powerful tool for marketing and selling luxury real estate as social media platforms influence potential buyers’ and sellers’ decisions. As a successful luxury real estate professional, you need to invest in high-quality services to produce these videos and imagery to increase your chances of landing your next client.
Whether you’re looking to achieve a better ROI on your video marketing dollars or are interested in using video marketing for the first time in your luxury real estate career, here are five tips and tricks to help you get started.
1. Add Captions to Your Videos
One of the biggest ironies of our current society is that 80% of viewers prefer to watch videos without sound on social media platforms. The biggest reason is that most platforms have the option to autoplay videos ( without sound) as users scroll through their feed for quicker viewing. Therefore, adding captions to your videos is a must. Your viewers will still be able to read the message of your video without the need to turn their volume up. Likewise, captions make your videos more accessible to viewers who may be deaf or have difficulty hearing.
Of course, this doesn’t mean that your audio isn’t important; you should still focus on using high-quality recording devices and strategically choosing ambient or background music to incorporate into your videos. If the caption sparks interest in your viewers, they’re more likely to click on your video and watch it with sound.
Fortunately, it’s easier than ever to add captions to your videos. Many social media platforms will allow you to auto-caption your videos when they’re uploaded. On the other hand, you can also manually use video-editing software to add your captions.
2. Stay Connected via Video Messaging
Videos are not just for showing off your latest listings (though they can be super effective when used that way). When you’re looking for opportunities to connect with your affluent leads, these short, conversational videos can increase your chances of referral. You can also use recorded videos on your website and social media platforms to gain more exposure.
3. Introduce Yourself First
When you’re creating a video to showcase a new listing for a social media platform (such as Facebook or Instagram), avoid jumping directly into the footage of your listing. Instead, try boosting engagement by recording the first part of your video as an introduction in vertical mode (which will take up more of the frame). During this part of the video, you can briefly introduce yourself and the property before going into more detail.
Why take this approach? Studies have shown a three-fold increase in engagement and views for videos that begin this way. It also adds an authentic and personal touch to your video, which your viewers will appreciate!
4. Use Instagram Stories
If you’re not already using Instagram’s Story feature to make the most of your video content, you could be missing out on a number of potential clients. That’s because Instagram’s algorithm prioritizes accounts that regularly post Stories and Reels.
So, what are some tips to keep in mind when creating Instagram Stories in luxury real estate? For starters, use Instagram’s built-in “Create” mode to customize your Story and make it more interactive. You can do this, for instance, by adding a poll to the beginning of your Story. Likewise, luxury real estate professionals should focus on posting shorter stories throughout the day (rather than all at once) to boost engagement.
5. Market the Lifestyle
As easy as it can be to focus on the technical aspects of a luxury home (including its square footage and the number of bedrooms/bathrooms), videos can effectively show off the lifestyle that a luxury home can provide. Certain aspects and details of a home might be challenging to describe or portray on paper, so take advantage of videos and motion graphics to keep your viewers engaged.
For example, in a luxury property with a beautiful pool area, you might showcase how the wind gently blows through the meticulously maintained landscaping around the pool deck. You might also try to capture the sound of the waterfall feature nearby. These seemingly small details can make all the difference in marketing to an affluent audience — and they can’t be captured as effectively without the use of video.
Level Up Your Video Marketing Efforts Today
Using video marketing in your luxury real estate business is a great way to improve engagement, bring in more leads, and build stronger relationships with your clients. The key is knowing how to use video effectively. With these tips and a little practice, you’ll be well on your way to refining your marketing strategy. For more tips on standing out in the competitive real estate market, reach out to our team today.