digital marketing has taken the world by storm.
And why would it not? Given that pretty much everyone seems to be constantly online anyway.
The universe of digital marketing is expanding at an accelerating rate, and marketing professionals simply have to keep up.
However, every industry has its own unique challenges. Any experienced digital marketer would tell you that a digital marketing strategy that works fantastically for say, a healthcare firm may turn out to be a disaster for say, a law firm.
This means the careful study of the industry is paramount to ensure a successful digital marketing campaign.
That being said, we are here to talk about video marketing for real estate firms.
To be more specific, we are here to warn you against potential blunders in video marketing that can hurt your real estate business to no end.
This might have you thinking – why video marketing and not something else?
Well, here's why:
- The rise of platforms such as YouTube and Instagram means that visual content is being consumed now more than ever
- Video marketing involves a lot of skill that may take years to master
- It is the new frontier for real estate companies
- The efficacy of video marketing in generating leads is unparalleled
So now that you know why video marketing is so important let us dive right in and talk about all the things you absolutely SHOULD NOT do as a real estate firm.
1. Focussing all efforts on just one platform
There is no dearth of platforms that you can utilize for the purpose of online video marketing. So why restrict yourself to just one?
It creates a terrible impression on the minds of the consumers and keeps you from reaching a wider audience.
- Identify the most widely used platforms to ensure maximum reach
- Learn the nuances of each platform you operate on
- Keep an eye on emerging platforms that are grabbing the eyeballs of your potential clientele
2. Being inconsistent with your videos
You need to realize that there is a reason why your subscribers, well, subscribe.
It's all because they anticipate quality content from time-to-time. For you to fail to do so is to let your subscribers down.
And you know what that means? Lower sales and losing potential customers!
- Stick to a routine when it comes to churning out fresh content
- Keep your followers informed via teasers
- If, for any odd reason, you fail to post on time, first apologize for the delay to your subscribers
3. Not studying the data.
Sites such as YouTube and Instagram are well-equipped with advanced data analytics capacity. It would be a tragedy not to learn and grow from them.
Data analytics helps to study the past performance of videos, learn what makes your followers tick, and how to grow your reach.
- If you have a significant enough reach, you can take the help of a third-party to do the video data analytics for you
- Alternatively, you can teach yourself analytics via the myriad of free courses available online
- Do not forget to take appropriate action on your data findings
4. Not tracking the costs involved.
It is absolutely crucial that you keep track of the costs involved in making the videos which could be:
- Actors' fee
- Lighting and other arrangements
- Equipment costs
So on and so forth
At the end of the day, it all comes down to money, isn't it?
- Stating the obvious but – keep your video expenses to a bare minimum
- That being said, try not to compromise too much on the quality
- Try to DIY as much as you possibly can
5. Coming off as too casual
Maintaining a friendly, conversational tone is great, no doubt. But it can go too far, and that is a strict no, especially when it comes to real estate marketing.
Real estate is a serious business. And it is, therefore, important that your videos reflect that seriousness.
Some industries might get away with a few things that might create a huge dent in your brand within your industry. So always be on your guard.
- Maintain an aura of “I mean business” in all your videos
- Keep an eye out for anything that suggests or comes off as unprofessional
- Dress sharp and groom yourself well if you feature in the videos
6. Making inappropriate comments
It is tempting to reply to the comments your videos receive just about immediately, but there is always a chance that you may goof up in the heat of the moment.
It is important to note that even if the commenter posts something rude or provocative, you must always reply (if you need to) in a professional tone.
Inappropriate comments can quickly get immortalized on the web, and haunt you even years later.
- Remember at all times that your online actions are representative of your company
- Resist the urge to reply immediately unless urgent – take your time to think
- Be polite and apologize in case of any unintentional hurt
7. Sharing too many personal updates
Now here let me tell you that is good to share your struggles and your success stories if it helps inspire people. But that one trip to your favorite eatery across the street? NO.
Your subscribers watch your videos for knowledge about the real estate industry, not for your favorite hiking spot.
- Maintain a healthy balance of business and work videos
- Try not to share sensitive personal information
- Keep your followers engaged with business news and updates
Real estate marketing sure isn't child's play. There are a lot of nuances that come into the picture that one needs to take care of.
Apart from the ones stated above, there are still a few more things to keep in mind, such as:
- Adequate lighting in your videos along with crisp audio
- A professional-looking background (may include your company logo)
- Constant news and updates from your industry as well as your organization
While you must certainly pay heed to the above-listed points, it is only through practice that you will master the art.
So go forth, and may your real estate firm turn into a roaring success!
Also check: 7 Tips for Professionals Working From Home