As the world moves into the digital age and we spend more and more time online, creating and maintaining a strong online presence has become increasingly important for businesses. Real estate is no exception.
Video content, especially online listing tours, is an important tool that industry professionals can leverage to support their businesses. But for a variety of reasons, many people are not getting the most out of their videos. In an age when quality cameras are plentiful, affordable, and utilized by competitors, pixelated, shaky footage in listings is all too common.
Given the slow adoption of this technology, here are three reasons why investing in high-quality videography can improve your real estate business, including getting you more listings and generating more leads. indicate.
Strengthen your brand with high-quality video content
Suppose the viewer is presented with two videos. Both represent agents that offer virtual tours of listings. The first was recorded with an iPhone, the second with a high resolution camera with autofocus, different lenses and all the features you would expect from a DSLR or mirrorless camera. What impression do viewers have after watching both videos?
A study by Boston-based provider of cloud services for video, Brightcove, provides the answer. Through research, they found a significant relationship between video quality and audience perception of a brand. When presented with a low-quality video, 62% of her survey respondents had a negative perception of the brand associated with the video. Additionally, 23% said they would consider buying from a company that releases poor quality video.
The next time you post videos from your listing on Instagram, TikTok, or other social platforms, consider how the quality of these videos translates to you and your brand. High-quality content can be associated with great service in the minds of viewers.
Top-notch video content attracts viewers who hold on to your message
It’s no surprise that video is the most engaging online content. About 40% of all users and the majority of millennials (his 43% cohort of homebuyers) find it more engaging than other forms of content. In fact, according to Brightcove, social media videos generate 1,200% more shares for him than image and text shares combined. Besides, HD or relatively high quality video content outperforms lower quality content on social media. For example, according to an analysis of his million videos by SEO strategy firm Backlinko, HD videos dominate YouTube search results, with 68.2% of his first page videos being in his HD. Additionally, if your high-quality videos generate solid engagement from your social media followers, the platform’s algorithms are more likely to promote your content further and do the hard work for you. Also, including videos on your website can increase your ranking in search engines.
Viewers retain 95% of the message when they see it in video, compared to just 10% in text. Additionally, there is also a demonstrable relationship between sound quality and retention, as shown in a study conducted at Texas Tech University. So, if you want to grow your audience and increase your audience’s retention of information (perhaps you want them to remember your standout amenities or the amazing asking price), invest in a quality camera. may be a good choice.
Buying ‘invisible’ properties is becoming more common
One of the reasons why high-quality video content is essential for real estate professionals is the stakes associated with it have never been higher. Ten years ago, the reward for a top-notch, well-edited video tour posted online was an in-person tour. But these days, especially after the pandemic, more and more buyers are skipping a step and buying a home without even setting foot in the door. Given the fact that these expensive home-buying decisions are increasingly being made without an actual tour, that’s all the more reason to improve your video content. It can be one of the last things people see before making a decision.
final thoughts
Instead of doing the filming themselves, many agents outsource this work and hire a professional videographer to shoot their listings in high definition. In addition to traditional videography, many of them also offer drone footage. It’s becoming an increasingly popular tool that has been shown to sell your home faster.