Video marketing for lead generation for real estate companies

Video is King of Content: It is now undisputed that videos are the number 1 among all content formats. No other format is as excellent for lead generation as video marketing.

The trend has already picked up speed significantly in 2019 and has been unstoppable since the COVID 19 pandemic at the latest. An end to this development is still far from in sight - on the contrary: for companies, it is now high time to develop a professional video marketing strategy. The real estate industry in particular definitely has some catching up to do in this area.

In this article, we explain everything you need to know about video marketing for lead generation and reveal how real estate in particular can benefit from strong video content.

What is video marketing?

Video marketing is a strategy in online marketing in which content in video format is made available to a broad mass on websites and social media channels. The videos are distributed either free of charge or as paid advertisements.

The high relevance of video marketing

Video marketing has some serious advantages over other content formats.

The 6 biggest benefits of video marketing:

1. Video content builds trust
2. Videos have a good ROI
3. Customers prefer videos
4. Videos take over the mobile market
5. High SEO relevance: Google loves video content
6. Good video campaigns emphasize the high quality of a company

1. video content creates trust

Blog posts, podcasts, images and graphics - all well and good. But no medium conveys emotions as well as a video. Especially the interplay of moving image and sound touches and creates trust.

Videos can be true "visual confirmations" for recipients that they are in good hands. For example, a company's introductory video can do a great job of communicating who the people behind the company are - without any sales pitch or range of services. In this way, potential customers get to know the company and build up trust in the brand in advance.

2. videos have a good ROI

In the past, the classic path of a customer usually started with the first contact with the sales department. Today, however, things look a little different: Customers now start their journey themselves by doing their own research and gathering all the information they need to find out whether the company in question has the best solution for their needs. Content is therefore the first point of contact between a potential customer and a company. Thus, there is no way around a professional content strategy today. Video marketing is an excellent way to showcase a brand and product, and is a critical component of a company's ROI.

3. customers prefer videos

Pictures are worth a thousand words and even more: people perceive up to 70 percent of information with their eyes. Our visual senses are therefore challenged the most. Video content naturally captures people's attention much more than other content formats. As a result, information in video marketing has a much more impressive effect and is remembered longer and more strongly.

4. videos take over the mobile market

According to the Ericsson Mobility Report 2022, videos account for almost 70 percent of all mobile data traffic - and the trend is rising. By 2027, this figure is expected to be around 80 percent.

While cell phones used to be used almost exclusively for making calls and sending messages, smartphones now serve us as personal infotainment centers in our pockets. This means that mobile first is an absolute must in video marketing planning.

5. high SEO relevance: Google loves video content

Google and Co. appreciate it when content is presented in a diverse way so that there is something for every type of user. While some prefer to read texts, others study infographics and tables, a third prefers videos. It is therefore highly advisable to integrate video content on a broad basis, as this also has a very positive effect on the placement of blog posts in search engine rankings.

In addition, video content SEO improves the visibility of websites altogether, because videos increase the "Time Spent on Page" on the one hand, increase the "Organic Click-Through Rate (CTR)" on the other hand, especially on social media, and often lead to high-quality backlinks.

6. good video campaigns underline the high quality of a company

A moving image says more than a thousand words, can present complicated or dry information in a simple and exciting way and, as part of a video campaign, underline the high quality of a company and demonstrate the excellence of a service.

If videos are professionally integrated into a company's marketing strategy, they increase brand awareness and help the target group in decision-making processes. Video marketing can basically be used profitably for every company and in every department. At the same time, the format is considered extremely cost-efficient.

The fact is: If you want to keep up with current digital developments, increase your brand value and reach your target group directly, you can no longer avoid professional video content.

Video marketing: importance for brand value

Video marketing is no longer seen as a single marketing activity, but as a complete business strategy.

One of the reasons for this is that online videos can not only help increase brand awareness, but can change the entire market and customer buying behavior. If there's one thing that defines video marketing as we know it today, it's its universal application for businesses: Salespeople use video to connect with customers, support teams use the digital medium to simplify service processes, customers use video to do preliminary research, and, and, and ...

What are the types of video campaigns?

Video marketing is based on meaningful moving images. Each video type has different content, functions and areas of application.

The 6 most important video types for video marketing are:

1. Image films
2. Commercials
3. Explainer videos
4. Event videos
5. Object or project marketing
6. Recruiting videos and employer branding

1. image films

Image films deal with the company as a whole. They aim to improve the image of a company and are therefore also universally applicable. Whether on the website, at events or in a company presentation in the foyer as a continuous loop: The usually 3- to 7-minute videos serve as brand advertising and are aimed at all target groups.

2. commercials

Advertising films are used for targeted sales promotion. Thus, they are classically assigned to sales and rarely to marketing. As a rule, commercials present a specific product or service. Depending on the objective, product and customer group, the clips, which are usually no more than 3 minutes long, often focus on information, attention or emotional activation.

3. explanatory videos: explain complex products simply

The name says it all: explainer videos explain products, processes or (complex) contexts. The focus of explainer videos is clearly on information, whereby well-made clips create a good feeling in the recipient. Often, explainer videos are animated to simplify complex contexts. The component is often supplemented by either a very serious or a very relaxed speaker. Tutorials or how-to videos are a subtype of explainer videos. How long these videos are depends largely on the product and its complexity.

4. event videos

Event videos are an often underestimated component of live communication - very wrongly: Event films are, on the one hand, amazingly cost-efficient because they can extend the life of events enormously.

They can be produced both before the event as advertising for the event and at the event itself for subsequent use. On the other hand, event videos are very well suited as highlight videos to directly promote the next event with the ambience, the positive feedback and the content of the previous event.

The fact is that around 67 percent of all recipients of an event film subsequently buy a ticket to a similar event.

5. object or project marketing

This point is particularly interesting for real estate companies. The thing is: When deciding for or against a property, gut feeling plays a major role in addition to the hard facts such as price, location, size, etc.

For this reason, the corresponding marketing activities should definitely include emotionalizing elements - video marketing is particularly well suited for real estate companies at this point.

It's not just about beautiful shots of an object from all perspectives, but also moving descriptions, testimonials from satisfied customers or your personal statements as an expert. The subject of buying real estate is almost always fraught with emotion - marketing professionals take advantage of this fact.

6. recruiting videos & employer branding

Recruiting videos are part of HR marketing and aim to establish one's own employer brand and attract suitable applicants.
Employer branding is no longer just a topic for corporations and brands, but has increasingly arrived in medium-sized businesses, industry and SMEs.

Recruiting videos are mostly placed on the company's own website, on social media profiles and on job portals. Some companies even produce target group-specific videos that are individually tailored to the respective advertised professions.

Video campaign platforms

Video content can vary depending on the platform and must be adapted for this reason. YouTube, for example, is very suitable for addressing new leads or for so-called remarketing. Facebook is mostly used for customer care. The length, type and production of video content differ depending on the requirements of the respective platform.

Livestreams are becoming increasingly popular, especially on LinkedIn and Facebook. These can last up to several hours. On YouTube, on the other hand, short and high-quality videos are usually better received.

Lead generation with video content

If you want to use video marketing for lead generation successfully and profitably in the long term, you should think about the following fundamental issues:

1. quality and target group

• What is the goal of your video clip?
• Which target group do you want to address?
• Which content format (interview, explanation, testimonial, animation, etc.) is best?
• Which message should reach the target groups?
• What is the desired call-to-action?
• In which phase of the Buyer's Journey should the video be used?

2. KPIs that are in the foreground for marketing.

• Impressions and reach
• Relevance Score
• CTRs (click-through rates)
• Link clicks
• Playback time at 25%, 50%, 90%.
• Number of leads
• Lead price

3. KPIs that are in the foreground in the sales department

• Accessibility
• How many first and second appointments?
• Number of degrees
• Transaction volume
• Trades and commission volume

Case Studies/ Application Examples

As experienced video marketing experts, we have been able to help numerous companies successfully achieve their marketing goals, as you can see from the following best practice examples.

RMC - property marketing (e.g. Ostheimstr./ Schulstraße)

RMC was able to generate more than 10,000 leads and achieve gigantic business growth through the targeted use of video marketing.

RMC Rendite Management Concept GmbH | Werbefilm | Projekt Schulstraße from DEUS Marketing GmbH on Vimeo.

Lead generation for BG investment properties

The video marketing concept for BG Anlageimmobilien involved the presentation of a large portfolio as well as the presentation of a special consulting and investment concept.

Orange Real Estate - Employer Branding & Recruiting

With our active support, Orange Immobilien used an employer branding video to recruit brokers for specific locations. The particularly attractive conditions of the position and the professionalism of the company were optimally highlighted.

ORANGE Real Estate Agency | Image Film from DEUS Marketing GmbH on Vimeo.

Conclusion: Relevance of video marketing for real estate companies

Regardless of whether you are a broker, developer or investor, video marketing offers real estate companies in particular great opportunities and challenges at the same time. On the one hand, it opens up completely new opportunities to attract the attention of the respective target group. On the other hand, it requires a professional strategy and the right measures to exploit the enormous potential of video marketing.

As experienced specialists, we at DEUS Marketing GmbH will accompany you throughout the entire project - from concept creation and professional implementation to measuring your success.

FAQs

Why use video marketing?
Videos attract more attention, are shared more often, remain in the memory and - compared to other formats - can trigger stronger emotions in the recipients.

Which videos make sense?
Which video content is best for your marketing depends on various factors such as the target audience, the product or service, the goal of the campaign and your budget expectations.

For whom are videos suitable for lead generation?
Video marketing is basically suitable for every company. Especially the real estate industry (real estate agents, real estate developers, builders, architecture offices, real estate sales ...) benefits from strong video content.

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