RE/MAX CROSSROADS TOP PRODUCERS TIPS:
5 USEFUL TIPS TO VIDEO MARKETING SUCCESS
This month I would like to share a great article on this topic, posted on REALTORMag's website, with 9 detailed steps on effectively creating brand awareness and active engagement online using videos.
In theory, video is a fantastic tool for selling homes and connecting with leads. It's engaging and easy to consume and enables you to inject personality into your marketing by simply stepping in front of the camera or microphone. In practice, however, only a handful of agents use video to market their business. As the original article was quite lengthy, we have highlighted 5 of the 9 tips in this month's Top Producer Tips that we found helpful for your video marketing strategy.
1. Create content your audience values.
Before you shoot even one frame of video, take some time to think about what would be useful for your audience. Remember, you don't have to create videos for the entire world: You just have to reach the niche that makes up the bulk of your sales. First, focus on the communities you serve. Second, find out what kinds of videos prospects want to see. Ask your clients what they want to learn about, then build your video strategy around answering those questions.
2. Optimize your videos for search.
Now that you've given some thought to the topics your videos will cover, it's time to start thinking about the keywords your audience is using to search for those topics. When it comes to SEO for real estate videos, keywords are typically based on geographic location, property type, and property features. Brainstorm terms that are both relevant to your content and part of your buyer's journey, from cities and neighborhoods (even down to exact addresses) to amenities. If, for instance, you're creating a video about the Cornell community of Markham, a phrase like "best places to live in Cornell Markham" would be a great fit.
Once you've chosen your keywords, make sure they're included in your video title, description, and tags. Don't go overboard by "stuffing" your video with every keyword you want to dominate. Instead, think like a human; now that online search has gotten smarter, being honest in your tagging actually works.
3. Don't forget the call to action.
When creating any kind of marketing content, it's important that you leave consumers with a clear sense of what you want them to do: click, share, visit, sign up, and so on.
During the editing process, add a graphic in the lower third of your video that's easily visible without distracting from the content. Include your website URL, along with your phone number and company logo. You can also add a final screen to the very end of your video with this information. Don't forget to include a link to your website in the video description. These concrete calls to action will drive traffic to your website, giving you more opportunities to capture and convert more leads.
4. Upload your videos to other sites.
While YouTube is unquestionably the best platform for getting started with real estate video marketing, there are other venues, each with their own features and strengths. Vimeo, for instance, is great for longer, higher-resolution videos, while Tumblr and Instagram are perfect for shorter, more whimsical content. Ultimately, you want to figure out where your audience spends their time, then make your content available there.
RE/MAX REALTORS TIP: If it's a listing video, you can enhance your listings on remax.ca via your LeadStreet account. If it's a video about you, add it to your Remax.ca profile.
5. Consider a dedicated video hosting service.
YouTube is great for sharing videos, however when it comes to posting videos on your own website you should be using a dedicated video hosting service like VimeoPro, Wistia or Welcomemat. The reason is that YouTube's goal is to keep viewers on their site, thereby leaving your site and possibly getting distracting and forgetting to contact you. By using a dedicated video hosting service, as you may have seen on some condo builder's websites, the video won't load other people's videos in the playlist. Each of those platforms are built for marketers, and they often include tools for capturing leads, sharing via social networks, delivering analytics, and more (depending on which option you choose).