A profitable investment for your real estate business — RISMedia
As the world moves into the digital age and we spend more time online, creating and maintaining a strong online presence becomes all the more important for businesses, and real estate is no exception.
Video content, especially online ad tours, is a key tool that industry professionals can leverage to support their business. However, for various reasons, many do not use videos to their full potential. Pixelated, shaky images on cell phone listings are all too common in an age when high-quality cameras are plentiful, affordable, and used by competition.
Given this lag in technology adoption, here are three reasons why investing in high-quality videography could improve your real estate business, from getting more listings to generating more leads.
High-quality video content strengthens your brand
Suppose a viewer is presented with two videos. Both depict agents providing a virtual tour of a listing. The former is recorded on an iPhone, while the latter is shot on a high-res camera equipped with autofocus, various lenses, and all the bells and whistles you’d expect from a DSLR or a mirrorless camera. After watching the two videos, what impressions will the viewer take away?
Research from Brightcove, a Boston-based video cloud service provider, provides the answer. Through a survey, they discovered that there is a significant relationship between video quality and viewer perception of the brand. When faced with poor quality video, 62% of survey respondents have a negative brand perception associated with the video. Additionally, 23% said they would think twice before buying from a company that publishes low-quality videos.
So the next time you post videos of your ads on Instagram, TikTok, or any other social platform, think about how the quality of those videos might reflect on you and your brand. Higher quality content is likely to be associated, in the viewer’s mind, with superior service.
Top notch video content will attract viewers who will retain your message
It will come as no surprise to know that video is the most engaging form of content online. About 40% of all users and a majority of millennials — a cohort that now accounts for 43% of homebuyers — find it more engaging than other forms of content. In fact, social media videos get 1,200% more shares than image and text shares combined, according to Brightcove. On top of that, HD or relatively higher quality video content outperforms lower quality content on social media. For example, HD videos make up the lion’s share of search results on YouTube, with 68.2% of first-page videos in HD, according to an analysis of one million videos by Backlinko, an SEO strategy firm. Plus, if your high-quality videos are generating solid engagement from your social media followers, there’s a better chance that the platforms’ algorithms will still promote your content, doing the hard work for you. . Additionally, including videos on your website will likely increase your search engine rankings.
Viewers retain 95% of a message when watching it via video, compared to only 10% via text. Additionally, there is also a demonstrable relationship between sound quality and retention, as illustrated by research conducted at Texas Tech University. So if you want to increase viewership and increase information retention among your viewers, maybe you want them to remember a great piece of equipment or a surprising asking price, then invest in a device. high quality photo might be the right choice for you.
Buying a property “blind” is becoming more and more common
One of the reasons why high-quality video content is vital for real estate professionals is that the stakes associated with it are higher than ever. Ten years ago, the result of a well-edited, top-notch video tour posted online would be an in-person tour. But these days, especially after the pandemic, more and more buyers are skipping a step and buying homes without ever setting foot in them. Since these high-stakes home buying decisions are increasingly being made without an actual visit, that’s all the more reason to improve your video content. Your video tour is likely one of the last things a potential buyer sees before making a decision.
A final thought
Instead of doing the filming themselves, many agents outsource this work and choose to hire a professional videographer to capture an ad in all its high definition glory. In addition to traditional videography, many also offer drone footage, an increasingly popular tool that has been shown to sell homes faster.