Marketing Real Estate Agents With Video: 5 Real Estate Branding Ideas

Marketing real estate agents is one of the challenges real estate brands face. Every real estate company wants its real estate agents to achieve success in the market. As a fact, this industry is a bit different and relies heavily on the sales associate’s branding.

In a home buyers and seller’s market, first impressions are critical to closing the deal. In many cases, this comes with a strong branding strategy and great emotional connection.

But with the growth of new digital tools and trends in the way potential home buyers consume information, real estate marketing professionals must adapt.

Adapting to the way customers connect with a real estate agent is critical. It helps brands improve the customer experience and build a strong visual identity.

For instance, when a realtor puts up a new listing, they usually send out postcards with information on the listing.

However, this has become so commonplace that many people have quit reading them. They’re just one more necessary branded piece of paper sent to their mailbox and disposed of.

Fortunately, marketing real estate agents with video can be done in many creative ways. From social media video advertisement that shows property images to interactive videos that help buyers virtually visit their future home and videos personalized with the agent’s name to increase engagement, real estate video marketing comes in different types and shapes.

In the end, the core goal is to use video in real estate marketing to improve buyers’ and sellers’ experience with powerful agent branding.

In this article, you’ll learn effective ways real estate brands can use video to market real estate agents and empower sales enablement so that your sales associates shine while keeping your brand consistent across all digital channels.

Why Marketing Real Estate Agents With Video

Before we delve into the different ways real estate brands can use video, it’s important to understand why marketing real estate agents with online video.

It’s true! In today’s market, it is an absolute MUST for real estate agents to use video!

According to a report conducted by Limelight, 99% of respondents enjoy watching video content from brands online.

First, video is simply the way the general customer base communicates. This also affects home buyers and sellers.

In fact, in the research, Limelight also mentions that the top two traits consumers report as significant for an engaging video are clear messaging, storyline, and authenticity.

Gone are the days of the boring real estate agent that has no personality, no charisma, and no energy.

With so many options out there, the real estate industry has joined the multichannel trend of brands.

Second, video allows companies in the industry to have a vivid presence across channels.

Smart marketers know how important it is to adapt the type of video to different platforms. Yet, this comes with the added challenge of helping realtors keep a coherent identity.

Likewise, the new breed of real estate agents has something in common. It is a group of excited, high-energy, and enthusiastic professionals with a digital presence.

Videos can do so much for the real estate agent’s business and for the value of the property being marketed.

Video Marketing Stats Real Estate Marketers Must Know About

Here are some key video marketing stats that will help you understand why you should empower real estate professionals to use video content strategically:

• 54% of marketers say that video is the best content to achieve their social media marketing objectives.
• Half of social media users prefer videos to other types of content.
• At the same time, video is quite underutilized across Facebook (14%), Instagram (11%), and Twitter (5%). This gives you a great opportunity to help realtors get more eyeballs.
• According to video tool Animoto, 93% of companies have acquired new buyers through social media video.
• Although this can be different in the real estate industry, 25% of marketers say live video is the most valuable type of social content. There is clearly an opportunity for educational content and community growth around a brand through platforms like YouTube.
• Agents’ audiences want video: 85% of social media users want more videos from brands, and real estate agents are and represent brands.
• 35% of all North American B2C marketers use live video.
• People share video content with friends twice as much as any other type of content. It is common to see relatives and friends sharing property content with others.
• Keep them short: 58% of viewers will watch the entirety of a business’ video if it’s less than 60 seconds long.

Indeed, videos are also quicker to consume and share compared to written content.

Potential home buyers immerse themselves in the content of the video and this helps to position a property effectively.

There are just so many great reasons why all real estate agents need to use video marketing!

So today I will share with you just some of my favorite tips, tactics, and resources that can help you get started using video marketing to support the sales associates’ branding!

So buckle up and get ready.

Types of videos realtors can use to market agents and boost real estate branding

These are five types of videos real estates companies can use for their marketing and branding strategies:

1. Automated Property Videos To Scale Listing Content Production
2. Interactive Videos To Interact With Online Home Buyers And Sellers Leads
3. Virtual Tour And 3D Videos To Create An Immersive Experience
4. Social Media Video Ads To Boost Agents’ Brand
5. Creating Webinars To Build Awareness

It’s time to understand how to use these video marketing strategies. Many of these strategies can be applied to do marketing for real estate with automated video production. Let’s go over them one by one.

#1 Automated Property Videos To Scale Listing Content Production

Thanks to the use of technology, real estate companies can make property videos automatically to save time and keep their brand consistent. These videos are automatically created from templates using the listing content.

The versatility of video content has skyrocketed in the last few years. However, it is still underused by the majority of the big brands.

As a real estate brand, you want to keep your creative assets coherent with the brand’s visual identity.

How about if you had software that makes the videos automatically in the cloud and keeps them aligned with the brand’s identity?

How about if you don’t have to worry about scalability?

Here are 3 easy ways you can use automated videos to do real estate marketing at scale:

1. Automatically make videos to improve property listing SEO. Through an automation workflow, whenever realtors add new properties, a video will be automatically created with the text and images of the property. Use this content to strategically populate your YouTube and social media channels with branded content.
2. Use automated videos to increase the time users spend on your websites. For example, the folks at Wistia reported that their videos helped them increase the time spent on the pages. Similar to the previous one, with the right content and SEO optimization strategy in place, this can help increase the online visibility of their listing.
3. Create videos automatically to empower the sales associates’ brand. Your company can do this with generic localized content with the contact details of the agents. Branding is important. Make sure to create custom corporate video templates and that all your agents have to do is double-check their contact details according to the regulation.

This way, there is nothing agents need to do. The home videos are automatically edited with the content already provided for the listing.

Since these videos are made from templates, these video templates are kept on track with your branding.

With video technology like Pirsonal’s, real estate companies can automatically create videos for all or selected properties.

Pirsonal helps real estate companies create automated workflows that require no human intervention.

#2 Interactive Videos To Interact With Online Home Buyers and Sellers Leads

Have you ever thought about what would happen if you improve the way real estate companies interact with their online leads to evoke a reaction from buyers?

A while ago, technology introduced us to this so-called “interactive video”.

Through interactive videos, real estate professionals can ask questions via video, their leads can leave comments and ask for information or follow their own path to learn more about their future homes.

Interactive videos also help you enhance the customer experience across the customer journey. In video marketing, they boost video conversions when you create interactive marketing campaigns.

Effective video marketing strategies enhance customer experience tailored to individual phases of a person’s buying process.

One of my favorite things about interactive videos is some personalization options in the calls to action.

Truly, research by KISSmetrics helps us see the importance of video CTA.

They found that the inclusion of a call to action or CTA into the content of your video increases clicks by 380%.

When compared to a CTA placed somewhere else on the same web page, it consequently makes the case for video CTAs.

This means that with in-video CTAs, realtors can see their click-through rates going up.

Because of this, one of the main features of our interactive video player, custoPirsonal Player, is that you can add personalized calls to action to any video.

The best thing about this is that sales associates don’t really need to know about video tools or technologies.

Here are 3 creative ways you can use interactive videos for real estate marketing:

#1 Use interactive videos with personalized CTAs to book more calls in the agents’ calendar when a lead requests information about a property.

Interactive Video Example for Real Estate Marketing

On many occasions, leads are not responsive. They request information and forget about it. With a personalized call to action, realtors can evoke a reaction from the viewer.

#2 Add a personalized web form to a video to learn more about potential customers that request property information.

Interactive Video Example with a Web Form

The best part of this? You can have an automated workflow in place. For example, with Pirsonal’s Smart Forms, you can ask personalized questions to viewers. You automatically do this based on what you already know about them and what’s missing.

#3 If you run webinars on autopilot, use video calls to action with personalization to move potential buyers to the next stage in the funnel.

It is that easy. Maybe all leads from a funnel watch the same video, but each one of them has a different call to action that connects them with the right professional within a team or suggests what’s next based on CRM data.

Pirsonal Player can work in conjunction with any digital process, CRM, or automated marketing tool.

In a world of over-saturated audiences, brands can use interactive videos in marketing real estate agents to help house buyers and sellers act faster.

Interactive videos with personalized calls to action are a great alternative to personalized videos rendered in the cloud. Watch the following video to learn why:

https://youtu.be/UD2vXz_1hrs

Personalized Videos To Increase Home Buyers and Sellers Engagement

Personalized videos create a direct personal connection to the consumer. A personalized video is a type of video that uses customer data in its content to increase viewers’ engagement. In fact, personalized videos with interactive help decrease customer churn.

Use marketing automation and personalized videos to engage with real estate leads

This is one of the reasons why video personalization delivers a higher completion rate when compared to generic videos.

In the digital age, consumers are bombarded by messages from hundreds of brands. Thus, personalization is a key to capturing consumer attention.

With more digitalized processes, it is the perfect time for real estate brands to embrace video personalization.

IT departments or marketing professionals from real estate companies can easily integrate a video personalization tool with a CRM, marketing automation tool, or custom API for developers.

Here are 3 successful ways you can use personalized videos for real estate marketing:

1. Make personalized videos automatically when a property lead submits a web form to know more about a property. These videos will help real estate professionals build strong branding. At the same, the sales process speeds up with timely personalized content. The faster the engagement process starts, the better!
2. Send remarketing emails and SMS with personalized videos to re-engage with leads that went cold. In this case, using an agent’s face and personalizing the name of the lead will help the content stand out. And guess what? This can be automated! No human intervention, whatsoever.
3. Create bulk campaigns for your Christmas video marketing strategy, but also for New Year’s and Thanksgiving greetings. This will help you engage with potential and current customers! Often, the easiest way to create these video campaigns is from a spreadsheet. With video tools like Pirsonal’s Campaign, you can automatically make personalized video messages.

This video shows how to create videos in bulk from spreadsheet data:

https://youtu.be/JKs4SVmQsWg

But on many occasions, recording the voice-over of teammates is not operational.

If that’s the case, you can use some help from a voice actor or use text-to-speech (also known as TTS) or automated voices technologies to assist you.

#3 Virtual tour and 3D videos to create an immersive experience

In today’s fast-paced society, selling or even renting a property takes little time and many options are easily accessible, through the internet.

Virtual tours and 3D videos are really useful because they help brands create an immersive experience. This is even more relevant if you deal with a busy customer base.

Why?

A ton of information is provided to the potential buyer online. But with virtual tours, buyers can know more about the interior of a house.

Potential customers want to be aware of what they can expect from the property even before they visit it.

According to TIG Global, businesses that offer virtual tours enjoy increased bookings and look-to-book conversion ratios by 16% to 67%.

There are all these features that make it quite easy.

But at the same time, there should be something that will give it that little push to understand why buying this property is going to be a great idea in every aspect.

The best way to do this is by creating virtual tours and 3D videos and putting them online.

#4 Social Media Video Ads To Boost Agents’ Brand

Depending on the real estate company’s policy for ads, social media video ads can boost the agent’s brand presence online.

For example, Facebook offers several different types of ad formats.

Therefore, Facebook is one of the leading platforms for advertisers with its targeting features.

Another one of the video strategies on Facebook is the Marketplace Video Ad.i

This ad format allows users who shop on Facebook to go beyond banner ads for products and promote against Promoted Videos.

With video becoming more popular in all areas of marketing, it’s no surprise that consumers turn to social media for product research and shopping.

Use this opportunity to boost your brand with a coherent identity across platforms.

3 smart ways to use social media video ads in the real estate industry:

1. In advertising, retargeting is king. Help agents establish a relationship with online leads through branded, customized video ads. Use these ads when a lead requests information.
2. Use Facebook’s lookalike audience tool to find potential sellers and create ad campaigns with video. A lookalike audience uses an existing Custom Audience you select for its source audience. For example, past customers in a new residential area can help you understand how your potential customers are.
3. In YouTube, find channels that share a similar audience to strategically place video ads. The earlier your brand is in the future buyer’s top of mind, the better. But make sure to keep a consistent approach with different touchpoints. This will help your message not get diluted if the buying or selling process is long.

#5 Creating Webinars To Build Awareness

Through webinars, sales associates can educate buyers and sellers about various aspects of buying and selling homes.

With branded webinars, they can also share their expertise on subjects like market analysis, legal matters, and real estate practices.

Webinars can run on autopilot. Marketers can also host them live.

Although they require more effort to prepare, they represent a great opportunity. They help the audience understand that the professional knows about the subject.

Here are 3 ways real estate companies can use webinars to build awareness:

1. Invite existing leads to attend an exclusive webinar and ask questions live. Make sure to align the webinar content to what your target audience needs.
2. Repurpose the webinar content to create new content for your YouTube channel and social media platforms, including Instagram and Facebook.
3. Use the webinar replay and questions as a great opportunity to follow up on leads through in-person meetings and phone calls.

Agents are usually not creative designers, so make sure they have everything they need.

No matter what approach you follow, make sure to segment your marketing audience.

https://youtu.be/G2dQcr5EnwE

How to Segment CRM Contacts on Auto-pilot

Would you like to learn an easy way to automatically segment your audience from your email marketing campaigns? To improve the conversion rates of your emails, personalized videos, and landing pages, you need to go the extra mile and know more about your target audience.

You need to bring it down not only to the buyer persona but especially to what I call the augmented buyer persona.

In the following video, you’ll learn how easily enrich your CRM data automatically.

https://youtu.be/HvhnOKhgP1M

Use specific CRM tags to profile leads and customers on auto-pilot.

I’ve used this method a few times to engage with leads during the sales cycle so that they can tell me more about the current situation. I’ve also used it with leads that request a free trial of Pirsonal, the personalized video marketing software.

Based on their response/click, using email marketing automation and video personalization tools like Pirsonal, you can automatically create personalized messages that address their interest and concerns.

The key to making people react has to do with how much you adapt to their individual context. The more granular you go, the more effective the personalized messages will be.

How to Create Personalized Messages for Emails and Videos

Have you ever wondered how to create personalized messages for personalized videos, emails, and landing pages in real estate?

To create powerful personalized messages that make potential buyers react, you need to contextualize these messages as much as you can. The key to creating messages with personalization is to focus on the particular context of each customer. Through marketing automation tools, you can easily scale communication through email, social media channels, and more.

Watch the following video to learn how to easily do this.

https://youtu.be/-BE9y8RZR24

Don’t focus on a general audience, take one more step. This is, think about a specific marketing segment. From there, take one more step and create buyer personas. Then, thanks to the CRM data you gather, you can go the extra mile with augmented buyer personas.

These personalized messages are by far more effective.

Final Thoughts about how to do real estate marketing and branding for agents with video

In conclusion, from a corporate branding and creative perspective, video can help your firm stand out from the competition.

Thanks to video marketing automation tools, real estate brands can make video content to support the agent’s customer engagement strategy.

Through video, agents’ digital marketing efforts become more aligned with what customers expect. No matter the digital marketing tools they use.

For example, personalized video marketing delivers a personal touch. And, even better, customers can watch them from personalized, dynamic landing pages.

Technology makes video production relatively inexpensive. It also helps to create impactful digital marketing campaigns.

Investing a little time and money into making branded video content will result in more marketing and brand awareness.

The more you can automate, hence, the better. It will help your organization keep a consistent brand identity.

Video marketing allows agents to engage with their target audience. They are given an opportunity to visually show their audience who they are, what they do, or the message that they want to get across.

People remember videos, especially if they have become accustomed to using them as part of their daily lives. Video is central to how we find information online today.

If your real estate organization needs help with personalized video, video automation, and interactive video marketing, feel free to reach out. At Pirsonal we not only provide a robust platform but also expert Professional Services to walk with you.