Real estate agents frequently forget how hard buying or selling a house is. There is just so much ‘homework’ you have to do – so much research to make sure you understand how the market is performing, so much to read and so much information that must be digested to keep abreast of – you’d be forgiven for feeling like it’s a major exam you must pass.
But when an information is presented to you in video, the science shows that humans both understand it more quickly than reading, and find it easier to remember. Plus there’s a host of other benefits. That means that the real estate agents who embrace video are seen by consumers as being more helpful and therefore more trustworthy than average agents and get more mileage from their marketing dollar.
Here are some more reasons why you agents need video.
1. Video makes it easier to understand complex data concepts at a glance
A team of neuroscientists from MIT has found that the human brain can process entire images that the eye sees in as little as 13 milliseconds. That’s infinitely faster – and less taxing on your brain – than having to read great swathes of text. Videos that provide an overview on market performance are more likely to be understood and remembered.
2. The majority of online traffic is now to view video
In 2017, 74% of online traffic was to view video according to Forbes Magazine. By 2019, Cisco estimates it will be 80% demonstrating that video is significantly driving online behaviour.
3. Four times as many consumers would prefer to watch a video than read about a product.
According to Forbes Magazine, the joke that most people would prefer to wait for the movie than read the book is absolutely true. But you don’t need Hollywood production values to make video work for you. Even the simplest videos are preferable over long text-based explainers.
4. Video posts have 135% better reach on Facebook than photos
Research from Socialbakers shows that videos have an average organic reach of 8.7% on Facebook compared to just 2.7% for photos. And when boosted, videos perform even more strongly again ensuring you get more bang for your Facebook buck.
5. The use of video in emails more than doubles click-through rates
If your email is like most, it has an open rate of less than 20% and a conversion rate that is around 2%. The action on that? Even lower. Inboxes are so cluttered these days, it’s hard to make your piece of correspondence stand out, but a video both captures attention, and imparts the information more quickly. Major tech case studies show video improves open and click through rates by up to 500%, especially when it is personal
6. 55% of people watch videos on their phone everyday
Google calls them ‘micro-moments’ – that time on the bus or the train or in a queue when the phone comes out and you look for something to do. Increasingly, we’re watching video on our phones and turning to it to understand what to do, where to go or what to buy next.
7. Audiences are 10 x more likely to embed, share, comment and engage with video
According to TechCrunch, 100 million hours of video are watched every day on Facebook, while the Content Marketing Institute reports that 61 of the top 100 companies in the US now embed YouTube videos onto their websites.
Need help with video for your real estate agency? CoreLogic has recently launched HomePrezzo allowing you to create suburb profile, listing and CMA videos.