There used to be a joke in the real estate industry that real estate marketing came down to the “4P’s” – Put a sign in the yard, Put it on the MLS, Place some ads and Pray. Today, you might want to replace a couple of these P’s with some new ones: Put together a video and Purchase a drone.

Real estate marketing that succeeds in selling listings, serving buyers and differentiating an agent from the crowd is all about making sure those listings are seen online, shared with others and demonstrating that both you and the properties you’re selling are a cut above the rest. Video and drone photography are two rising trends in real estate marketing that can help real estate agents do that.

Videos

If you’re like most Realtors in the Phoenix Valley, you probably aren’t using video to market either yourself or your listings. Surveys indicate that 85% of buyers and sellers want to work with an agent that uses video, but only 15% of Realtors actually do.

Here are a few reasons buyers and sellers alike prefer video over other media, and why you should consider using it in your marketing.

Better response rate – Videos get 4 times the inquiries – not just page views – of listings without video. And they don’t just inquire – some out-of-town buyers are even willing to write offers on the basis of a video. Think of videos as an online open house or introductory client meeting that lets buyers tour a home and get to know more about you 24 hours a day.

Saves time for everyone – In a hot market where properties sell quickly and multiple offers are commonplace, buyers are under pressure to be first to tour properties and make offers. Videos can help buyers make faster and more informed decisions about which properties to tour, so they spend less time touring properties that aren’t right. They also can be helpful in supporting the purchase decision.

Better SEO results – If you’re like many other REALTORs in the Phoenix Valley, you might have a beautiful website that delivers less-than-stellar search engine rankings. Video might be your answer to better SEO. Since 2015, Google and other search engines have ranked websites with video content above those without it. Posting your videos on YouTube, Vimeo or other video hosting sites with backlinks to your website can also help you climb in the rankings.

Whiteboards and Animations – Two categories of professionally-created videos that can be created without any photography skills whatsoever are whiteboard explainer videos and custom animations. You can use these to create a professional “About the Agent” video or to answer those “Frequently Asked Questions,” all for a very reasonable price.

There are a lot of ways to incorporate video into your marketing. You can shoot videos on your phone with a selfie stick, invest in a high quality glidecam or stabilizer (see below) or hire a video expert to shoot your videos. If you’re looking for inspiration, check out this article for 15 ways you can use video to stand out in your marketing.

Glidecams and Stabilizers

When it comes to your video marketing, keep watch-ability in mind. Handheld video walkthroughs can be downright difficult to watch when the photographer in question has even the slightest spring in his or her step. That’s why, if you’re thinking of incorporating video into your listings, investing in a stabilizer or glidecam – or working with a photographer that uses one – is a good idea.

These are specialized tools that can be purchased for as little as $150 – although you can spend a lot more. They really do make a difference in the quality of your walkthrough and other videos.

Drones – Not Just for Geeks

A few years ago, there was quite a bit of controversy about the use of drones for real estate photography. There was even an FAA ban on their use as the Federal government sorted out the regulations that should apply to them.

Now, drones are legal for use in real estate photography, with a few restrictions. They are becoming an integral part of many REALTORS’ marketing toolkit. What’s so great about drones?

• Flexible – They can be used in still photography or video mode.

• Fun to watch – Videos that incorporate great drone footage are both stunning and informative; that makes them very shareable on social media.

• Helpful – Drone stills and video footage in your listings and marketing materials help potential buyers understand everything that a home has to offer, especially acreage, outstanding pool areas or outdoor living spaces.

Plus, there’s more to drones than just marketing. You can use drones to verify things like the condition of the roof or any encroachments. Drone footage can demonstrate the property’s proximity to schools, parks, shopping areas and other points of interest, and show off the quality of the surrounding neighborhood.

With all these great benefits come a couple of challenges, however. A good drone with a high quality camera isn’t cheap, and there is a definite learning curve involved in flying them. Additionally, to use a drone for real estate photography requires a license from the FAA. Agents that don’t want to invest in the drone and licensing can still get the benefits of using drones by working with a professional photographer who specializes in drone photography.

As we all know, the real estate industry is very competitive and it can be difficult to find ways to stand out from the crowd. Video and drone photography are two ways you can get an edge over the competition. If you’re looking to create marketing that stands out in 2018, consider giving them a try.

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