Why A Historic Industry Needs Modern Marketing


“SEO”. “Social Media”. “Search Analytics”. “ROI”. How many times have you heard or used these terms while marketing your real estate business? There is no question that a major shift is occurring in the way companies should, and do, promote themselves. The focus is moving from mailers and brochures to tweets and email marketing campaigns. But with so many buzzwords and new technology, it is easy to question what techniques actually get results, and what methods are simply passing trends.

I have a unique perspective on this subject, as I am both a business owner marketing my company Reel Estate Media, and a business owner supplying video marketing services to the real estate industry. I am trying to navigate this modern advertising world, while also providing modern advertising techniques to my clients. With all of the methods that I have both tried and provided, I have discovered one concrete fact: Video gets the job done.

In all industries, but specifically in real estate, video is an incredibly effective marketing tool. Video can be used in all facets of real estate:

In advertising a property: 73% of homeowners say they’re more likely to list with a realtor who offers to create a video for them, and real estate listings that include a video receive over 4 times more inquiries than those without. Furthermore, 86% of property searchers learn more about a property from a video, and 70% of those viewers ultimately tour the inside of the space.

In advertising an agent or business owner: Viewers retain 95% of a message when they watch it in a video, compared to a mere 10% when reading it in text. Also, an introductory email that includes a video receives an increased click-through rate of 96%, and social media accounts that include video receive a 65% increase in engagement. Finally, having video on the landing page of your site makes it 53% more likely to show up on the first page of Google.

In advertising a company or agency: Visitors who watch video on a website stay on the site twice as long and visit twice as many pages compared to those who don’t see video. In addition, enjoyment of video advertisements increases purchase intent by 97% and brand association by 139%. Lastly, videos are shared 12 times more often than links and text combined, and are cited by 51.9% of marketing professionals as the type of content with the best ROI.

Aside from all of these statistics, one of the most unique attributes of video is that it is so recyclable. More so than any other marketing technique, video can be used over and over again indefinitely, and can be integrated into so many other forms of advertising. Once you invest in one video, that video can be shared in several locations: Facebook, LinkedIn, Twitter, YouTube, your website, email, even through QR codes on your business cards, brochures and mailers. Furthermore, unlike the increasingly ancient postcard, the effect of a video can be tracked, so that you can always know how many people are actually watching it, and thus, how it is improving your marketing efforts.

“SEO”, “Social Media”, “Search Analytics”, “ROI”: The buzzwords of the modern marketing age. Video helps your business in every single one of these arenas, and is thus one of the most effective ways to launch your business into the future. To learn more about the video services my company, Reel Estate Media, offers, as well as learn more about the benefits of video, watch our Company Video or visit our website.