Piquet Realty Founder and President. Skydiver, Ironman Triathlete, JiuJitsu Fighter and Race Car Driver on the weekends.
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For real estate professionals, this is a time to reinvent ourselves with the tools we have available. It is no secret that the current situation we’re all facing together will bring about changes in every industry. From the way people work to the way people buy, some of these changes will perpetuate and evolve with time. Consumers are becoming more used to purchasing what they want from the comfort of their homes. Such behavior is also being carried to real estate.
Now more than ever, it is important for real estate professionals to spend time and effort strengthening their digital brand and presence. Not only does a strong online presence give you credibility, but prospects tend to be more likely to engage with a professional they have seen or met online.
Let’s get something out of the way first: A brand isn’t a logo or a picture. A brand is what people say about you when you’re not in the room. And the No. 1 medium to get people talking is video. Video has been an integral part of how my firm does business for a while. It has also expanded our network by providing a unique experience to developers and clients alike.
Video allows the user to quickly connect with your personality, thus creating an immediate emotional connection. When users connect with what you are saying and how you act, they’re more likely to trust you when it comes to spending their finances on real estate. Get acquainted with yourself on camera — especially in the coming months.
Below are the five key factors to consider when creating a new video campaign. Trust me when I say that those who learn these techniques will see their digital brand thrive even more.
1. Beyond Views
A video will give you a viewership, but it can also create a strong bond between you and your client. When you propose recording an exclusive video showcasing a property, you’re adding value to the listing. The seller or developer is then more likely to choose you for any future partnerships and ventures.
Video can also increase your SEO ranking. When users search the name of a project and you have recorded and shared a video promoting it, the algorithm will suggest your video to the user. This can also help others find you when they want to buy, sell or rent.
2. Plan Your Content
Once you have chosen the subject of your video, highlight the key factors of the property. What are the amenities worth mentioning? Is it located in a quiet neighborhood or one bustling with nightlife? Your content planning will help your video retain your audience and increase your engagement. Know your audience and what they want, and deliver it to them.
3. Visit the Property Before Recording Your Video
You and your videographer should visit the property before you begin recording. Invest the time in finding the best angles and lighting beforehand so all you have to worry about on the day of recording is your personality and the lines you will recite.
4. Do Not Over-Rehearse
As mentioned, video allows your personality to come across way more than any mother medium. It’s important to know your content and deliver your scripted talking points, but also focus on delivering it in an organic fashion. Be yourself throughout the entire video. That’s what’s going to connect you as a real estate professional with your viewership.
5. Find A Video Crew That Understands Your Goals
The video professionals you choose have to understand your brand and your vision. Review their portfolios and shooting styles before striking agreements with them. Make sure that their work connects with the vision you have for the future of your brand.
After implementing these video strategies, our firm was able to develop close relationships with over 20 of Miami’s most renowned developers and even draw the attention of local media. In real estate, video is an unmatched tool to sell units — and this is especially true now. My advice is to use this time to create, reinvent yourself and embrace the future.
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