A worthwhile investment for your real estate business – RISMedia

As the world moves into the digital age and more of our time is spent online, creating and maintaining a strong online presence is becoming increasingly important for businesses — and real estate is no exception.

Video content, especially online catalog tours, is a key tool that industry professionals can leverage to support their business. However, for various reasons, many are not using videos to their full potential. Pixelated, shaky cell phone footage is all too common in an era where high-quality cameras are becoming abundant, affordable and used by the competition.

Given this lag in technology adoption, here are three reasons why investing in high-quality videography can improve your real estate business, from getting more listings to generating more leads.

High quality video content strengthens your brand

Suppose a viewer is presented with two videos. Both agents feature offering virtual tours of listings. The first is recorded on an iPhone, while the second is shot on a high-resolution camera equipped with autofocus, different lenses and all the bells and whistles you’d expect to come with a DSLR or mirrorless camera. After watching both videos, what effect will the audience have?

Research from Brightcove, a Boston-based provider of cloud services for video, provides an answer. Through a survey, they found that there is a significant relationship between video quality and audience perception of a brand. When presented with a poor-quality video, 62% of survey respondents had a negative perception of the brand associated with the video. Additionally, 23% said they would think twice about buying from a company that releases low-quality videos.

So the next time you post videos of your listings on Instagram, TikTok or any other social platform, consider how the quality of these videos can reflect on you and your brand. High-quality content will likely be associated, in the viewer’s mind, with superior service.

Top-notch video content will attract viewers who will retain your message

It’s no surprise to learn that video is one of the most engaging forms of content online. About 40% of all users and the majority of millennials — a group that now makes up 43% of home buyers — find it more attractive than other forms of content. In fact, videos on social media generate 1,200% more shares than image and text shares, according to Brightcove. On top of that, HD or relatively high-quality video content outperforms poor-quality content on social media. For example, HD videos make up a large portion of YouTube’s search results, with 68.2% of videos on the first page being HD, according to an analysis of 1 million videos by SEO strategy firm Backlinko. Furthermore, if your high-quality videos generate solid engagement from your followers on social media, the platform’s algorithms are more likely to do the hard work for you, promoting your content even more. Also, including videos on your website will increase your ranking in search engines.

Viewers retain 95% of a message when viewing it through video compared to only 10% through text. Furthermore, there is also a demonstrable correlation between sound quality and retention, as research conducted at Texas Tech University illustrates. So, if you want to boost viewership and increase retention among your audience—perhaps you want them to remember a standout feature or a surprising asking price—then investing in a high-quality camera might be the right choice for you.

Buying property ‘sight unseen’ is becoming more common

One reason why high-quality video content is essential for real estate professionals is because the stakes associated with it are higher now than ever. A decade ago, a well-edited, first-rate video tour posted online would have paid for a personal tour. But these days, especially after the pandemic, more and more buyers are skipping a step and buying houses without ever stepping foot in them. Given the fact that these high-stakes home-buying decisions are increasingly being made without a real-life visit, it’s all the more reason to improve your video content. It’s likely that your video tour is one of the last things a potential buyer sees before making a decision.

One last thought

Instead of doing the shooting themselves, many agents outsource this job and choose to hire a professional videographer to capture the listing in all its high-definition glory. In addition to traditional videography, many of them also offer drone footage, an increasingly popular tool that has been shown to sell homes faster.

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