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Marketing

14+ Video Marketing Statistics Every Real Estate Agent Should Know

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Day by day, online video consumption ticks upward. 60% of US adults would now rather watch online videos than television, and that’s evidenced by the unprecedented rise of video platforms like YouTube, Netflix, and Amazon Prime.

The percentage of US adults who watch videos online has grown from 52% in 2008 to 82% in 2022–a 57% increase. Consumers also love videos when they’re looking at the housing market forecast, as 73% of homeowners say they prefer a real estate agent who uses video.

If these stats indicate anything, it’s that video marketing has earned its seat at the table. Keep reading for 14+ video marketing statistics every agent should know, and how to capitalize on this trend. 

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Real Estate Video Marketing Statistics

Nearly two thirds of marketing professionals say video marketing is an extremely important part of their strategy, and it’s easy to see why. Putting a video on your landing page(s) can boost conversions by up to 80%, and 85% of consumers say they want to see more videos from brands. 

Before we share how to launch your own video marketing efforts, let’s examine the impact video marketing has on consumers. Here are recent video marketing statistics, some of which may surprise you: 

  • Real estate listings that include at least one video get 400% more inquiries.
  • 51% of home buyers use YouTube as their number one source of home research.
  • Century 21 increased their home sales rate by 20% after running a video campaign on social media platforms like Facebook, YouTube, and Flickr.
  • About 80% of active listing agents use drone photography and videography to market their listings.
  • More than 20% of commercial drone shoots are now done for or related to a real estate goal.
  • 44% of people are more likely to purchase something after watching a video about it.
  • Listings that leverage drone photography sell, on average, 68% faster than those without it.
  • Only 10% of recent home sellers reported that their agents effectively used video to market their property.
  • 78% of real estate professionals surveyed by The Close say that video is important to standing out on social media.
  • Three out of four marketers say video has a stronger ROI than photos.
  • Facebook is the most popular (75%) social channel for marketers to post videos, followed by YouTube (70%), and Instagram (58%).

How Prevalent Is Video Marketing In Real Estate?

Video marketing is one of several prevalent real estate marketing ideas. It’s the media of choice for most consumers and is frequently viewed as an authoritative source of information. 

Surprising video marketing statistics include the fact that only 9% of agents create listing videos. That means you’re not too late to start making videos. It is worth pointing out that shooting videos for clients’ listings is different from videos that market your agency to prospects.

However, most agents aren’t taking the initiative to do video marketing. This means you can stand out early and often. Posting your finished videos on social media is also one of the 6 secrets to getting a real estate listing every day.

As an agent or indie broker, you should be leveraging video as a key driver of learning how to market yourself as a realtor. Think about it: if you’re looking for an agent, would you rather go with the one who has three videos on their YouTube channel, or 50?

It’s human nature to value authority, which is why you probably selected the latter. The good news is you can become that agent with useful content ideas and consistency! The sooner you start, the more relevant you become to your niche, and the more clients you’ll have.

What Does This Mean for You?

So, what do all of these statistics indicate for you? They show that you can’t afford not to do video marketing.

If you haven’t started video marketing yet, you’re likely one of the 83% of professionals who would do so if there were no financial, time, or resource limitations. While no one has unlimited time or money, these obstacles pale in comparison to the benefits realized by video marketing. 

Here are six simple steps to developing your initial video marketing efforts:

  • Identify your key performance indicator (KPI). A key performance indicator, or KPI, is measurable evidence toward a specific objective. In other words, an email marketing KPI can be the number of email signups in one month. If you set the goal of 200 new email signups by the end of the month, you can measure your campaign’s effectiveness by how many people signed up. Apply the same overview toward your first video, like 50 views within one week of it getting posted. 
  • Write a list of pillar topics. In marketing, a “pillar” is a central piece of content around which additional, related pieces of content are created. Making your first video is much easier when you know which pillar you want to start with. It’s also easier to master content marketing with an organized approach. As an agent, your pillars may be home buying, the best time to sell a house, FSBO tips like getting a comparative market analysis, and how to find a good real estate agent. You can create numerous videos around any of these topics. Start with one pillar and create a basic, but informative video on it. 
  • Designate an audience. Videos are just like any other marketing asset in that they need a relevant audience in order to be effective. With your first video, are you speaking to experienced sellers or first time sellers? Are you an agent who helps other agents, and therefore shares advanced content in your videos? Write down who your audience is for this video and what they will get out of it. If you can’t identify this information, you need to get more specific. 
  • Make a budget. Budgeting your video is a necessary part of getting it done. Most professionals spend $300 or less on video marketing, but you can get work done for less than that. With your smartphone, decent lighting, and perhaps a microphone, you can make videos for close to free. Look at your available marketing expenses and ask yourself what you want to spend on videos. Then add that amount to your total budget so you don’t overspend. 
  • Request help where needed. Putting a video together is a lot of work. You have to conceptualize a topic, create the production environment, shoot the video, edit it, publish it, and market it. That doesn’t even include bells and whistles, like color treatment or advanced audio editing. If this is your first video, it can get overwhelming. If you have a colleague who knows professional video editing tips, consider asking them. Otherwise, research video editing services online and find one that fits within your budget. 
  • Shoot and market your video. When your plan is set, all that’s left is creating the video. Set aside time not only to shoot the footage, but edit and optimize it as well. If you’re uploading your video to YouTube, create a thumbnail for it as well. A video thumbnail is the image you click on before watching the video. Include a headshot of yourself as well as the title of your video. 

If diving into this process feels overwhelming, remember that getting started is the hardest part. Once you have some momentum it’s easier to keep going. 

Frequently Asked Questions About Video Marketing Statistics

It’s not easy navigating through all of the digital marketing options available today. From SEO and email marketing tips to social media and videos, you have several real estate branding ideas to pick from. 

One of the above marketing methods stands above the rest, though, and it’s video marketing. Virtually no other marketing approach can produce the same impact in a short period of time. 

So what should you make of video marketing? We asked ourselves the same question. Take a look at our answers to commonly asked questions below: 

How Much More Effective Is Video Marketing?

Creating targeted videos is significantly more effective than other marketing techniques. Optinmonster, a lead generation toolkit for marketers, found in 2019 that using video tends to produce 66% more qualified leads on average. That almost makes learning why a smaller number of strong leads is good for business irrelevant!

This statistic reveals several points. One, customers prefer video. They would rather engage with multisensory media than plain text. Two, videos are more personal and foster a stronger realtor client relationship. When done right, they’re even a form of relationship selling.

If videos generate a higher percentage of quality leads, that means marketers without video are seen as less authoritative. As such, video marketing should be included in any agent’s plan of how to generate real estate leads.

What Percentage of Marketing Is Video?

Though it’s impossible to condense all marketing activities down into a few statistics, the data shows marketers are using videos more often. Nine in 10 survey respondents say they discover new brands through YouTube, and video ads were the top way consumers found brands they later bought from. 

Sources of video marketing statistics indicate about 60% of businesses use some kind of video marketing. Of that 60%, a little more than 80% of them say video marketing generated more traffic and leads for their business. 

Such numbers show that agencies and businesses will likely expand their use of video moving forward. As business owners discover which kinds of videos work best, they’ll invest more time and money in their efforts. 

Is Video Marketing Effective In 2022?

Yes–as many as nine out of 10 professionals say video marketing generates positive ROI. Roughly 87% of US adults use the Internet, and 82% of that usage is reported to be online video consumption. 

If your agency or brokerage isn’t using video marketing, it’s simply falling behind. 54% of Internet users want to see more video content in 2022. You can gain more clients by capitalizing on this trend.

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Statistics for Success

Stepping into the world of video marketing statistics is eye-opening. Perhaps you discovered that video marketing is even more prevalent than you thought. On the other hand, this blog post may have been a reminder of what you knew to be true all along. 

No matter what your takeaway is, video marketing is here to stay. With some patience and commitment, you can garner more clients than you previously thought possible. Catapult your agency to the moon by creating content people love and sharing your creations far and wide.

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