Creating a strong social media presence is essential for property professionals like real estate agents and conveyancers who want to stand out from their competitors. While the thought of appearing on camera may make you feel a little uneasy, incorporating video content into your social media strategy can significantly boost your online presence and help you connect with your audience more effectively. In this blog, we’ll explore why video is a powerful tool for building trust and rapport, and we’ll provide actionable tips on how to embrace video without overwhelming time or effort.
The power of video content in building connection
With the rise of TikTok, Instagram Reels & YouTube Shorts, video has become the dominant form of content on social media platforms, and its impact on audience engagement is undeniable. Here are some compelling statistics from recent years:
Increased Engagement
According to a study by HubSpot, social media posts with video content receive 48% more views than those without. This higher engagement rate translates to more likes, shares, and comments, effectively amplifying your reach.
Faster Audience Connection
Video allows your audience to see and hear you, creating a more personal and authentic connection. In a survey conducted by Wyzowl, 87% of consumers stated that they’d like to see more video content from brands, highlighting the demand for this engaging medium.
Trust Building
Trust is a cornerstone of the real estate industry, and video can expedite the trust-building process. The same survey by Wyzowl revealed that 89% of consumers say that watching a video has convinced them to buy a product or service. This same principle applies to real estate professionals.
Simple ways to incorporate video content into your marketing strategy
Now that we understand the significance of video let’s address the common reasons why we find that real estate agents and conveyancers don’t use it more frequently. The good news is that you don’t need to invest in professional equipment or spend hours scripting and editing to incorporate video into your strategy.
While real estate agents are indeed proficient at sharing videos of the properties they’re selling, such videos typically showcase the physical attributes of the properties themselves. These property tours are valuable and serve their purpose, but they aren’t the types of videos we’re talking about here. The videos we’re referring to go beyond the four walls of a house or the layout of a commercial space.
These are videos that put you, the property professional, front and centre.
They’re about establishing a personal connection with your audience, letting them get to know you, and building the all-important “know, like, and trust” factor that’s crucial in this industry.
These videos are your opportunity to step out from behind the camera, figuratively speaking, and into the spotlight.
It’s about sharing your expertise, insights, and personality to showcase why you’re not just the right choice for their property needs but the go-to, approachable professional in your area.
The best part? You don’t need a film crew or a Hollywood-style production. All it takes is a smartphone, a willingness to step out of your comfort zone, and a few key tips and tricks to make the process efficient and effective.
Let’s explore how you can easily incorporate these videos into your social media strategy, even if you’re not accustomed to showing up on camera, with three actionable tips:
Start with short clips
Begin by creating short video clips. These can be 15-30 seconds long and capture quick insights or snippets of your day. Share a brief tour of a new property, provide a quick market update, or offer a glimpse of your daily routine. Short videos require minimal planning and allow you to gradually become comfortable in front of the camera.
Leverage your smartphone
Modern smartphones offer high-quality video recording capabilities. Use your smartphone to shoot videos; there’s no need for expensive cameras or editing software. Keep it simple and genuine, and focus on delivering valuable content to your audience.
Tell stories
Storytelling is a powerful way to engage your audience. Share anecdotes about successful property transactions, challenges you’ve overcome, or the journey of a home from listing to sale. Personal stories help humanise your brand and build trust with potential clients. Keep them short and sharp, and cut out your um’s, ah’s and pauses in the post-editing phase.
Must-have tools for creating and editing videos
Now that you’re convinced of the power of video and ready to dive in, you might be wondering what tools you can use to make the process smoother. Fortunately, there are several user-friendly options that don’t require extensive technical skills. Aside from your smartphone, which is an essential tool in your video creation toolkit, you’ll need:
- Video editing apps: There are plenty of video editing apps available for both iOS and Android devices. Apps like CapCut, InShot, and iMovie offer user-friendly interfaces and various editing features. You can trim clips and add text, music, and transitions right from your phone.
- Screen recording software: If you’re more comfortable sharing your expertise through presentations or tutorials, screen recording software can be invaluable. Tools like Loom (free) or Camtasia (paid) allow you to capture your computer screen while providing voiceover commentary.
- Canva: Canva isn’t just for graphic design. It also offers a simple video editor. You can use Canva to create eye-catching video graphics, add captions, and even incorporate your brand colours and fonts.
- Video Templates: Platforms like Instagram offer ready-made templates that you can customise by dropping your own clips in, in sync with the audio. It’s a quick way to create engaging videos.
- Caption tool: Research suggests up to 85% of smartphone users watch videos without sound. So, you can retain the attention of a whole lot more people if you use captions on your video so that your message is still conveyed without sound. Apps like Captions on iOS make adding captions to your videos simple and on-brand.
So, are you ready to cultivate connection through video content?
Remember, the goal is to keep things simple and authentic. You don’t need to become a video editing expert overnight. Start with the basics, and as you become more comfortable, you can explore more advanced tools and techniques. The key is to get started and stay consistent in your video content creation efforts.
Incorporating video into your social media strategy may feel uncomfortable initially, but the benefits far outweigh any initial hesitation. By leveraging the power of video, you can forge deeper connections with your audience, convey your expertise, and position yourself as a leader in your industry.
Remember, it’s not about being perfect; it’s about being authentic and providing value to your viewers. So grab your smartphone, hit record, and start building your video presence today.
