What is short form video?
In a nutshell, they’re bite-sized videos that are engaging and easy to digest, but they also offer a creative way to showcase properties, share market insights, and establish a strong online presence.
Knowing where to begin and what to focus your effort on is often the hardest part about getting started. The goal of this guide is to help you understand short form videos and how to take advantage of them.
Now you might be wondering, “What’s all the hype about? Why should I care?”
Well, picture this: you created a walkthrough video of your gorgeous new listing that dives into the features and quirks of every single room. It’s infused with your personality, very educational, and shows off the listing in all its glory. But it’s also four minutes long.
On the other hand, you could highlight the high level characteristics of the property listing with the same amount of personality and education and keep it under 60 seconds.
Which one are you more likely to watch?
The main benefit of short form videos is that they’re intended to be quick and laser focused on a topic. While there’s no official length, short form videos are considered to be between three seconds and one minute in length – the perfect amount of time to keep your audience’s attention!
3 reasons why video marketing is important as a real estate agent
Whether we’re talking about long or short form videos, it’s no secret that video marketing is a game changer in today’s digital landscape.
If you don’t believe us, check out these impressive stats from Oberlo:
- 92% of marketers say they’ve gotten a good ROI from video marketing.
- In 2020, US digital video viewers reached 244.4 million, surpassing predicted growth levels.
- 91% of consumers want to see more online video content from brands.
Getting video marketing right takes finesse, but when done well there’s no better way to convert viewers into real estate clients. Its ability to boost your brand visibility and growth is undeniable, so let’s take a look at 3 reasons why video marketing is a must-have in your real estate marketing strategy:
They’re memorable
Videos have the power to captivate and engage viewers like no other medium. According to HubSpot, 80% of customers remember a video they’ve watched in the last month. Watching a video helps you learn information more effectively through watching a storyline, rather than attempting to remember sporadic facts.
When creating videos, it’s important to ensure they’re in line with your brand strategy. This means keeping fonts, logos, and the tone of voice the same in your videos as in your emails, blogs, etc.
At the end of the day, if your audience is remembering your video content, you’ll want them to remember your brand too. This is the secret sauce that helps them smoothly navigate your sales funnel and take those next steps of becoming a warm lead.
Because let’s be real: impactful videos aren’t just about grabbing attention and making a lasting impression; they’re about building that brand connection and guiding viewers towards conversion without missing a beat. So, let your videos do their thing and keep your brand front and center!
Increased reach and visibility
In a world dominated by social media and digital platforms, videos have become highly shareable and easily discoverable. When viewers find a video they enjoy, they are more likely to share it with their friends and followers, potentially increasing its virality and amplifying the reach of your marketing efforts.
As more and more platforms adopt video features, we’re seeing social media algorithms prioritize video content, often giving it preferential treatment in users’ feeds. This means that your video posts have a higher chance of being seen and engaged with by your target audience. As a result, you can effectively increase your brand’s visibility and generate more awareness among potential customers.
Humanizes your business
Audiences don’t just want to invest in solutions to solve their problems; they want to be investing in someone they know, like and trust. While you can build that rapport and relationship through emails and articles, videos make it much easier because they offer a more intimate and personal style of content. When you appear on camera, it allows your audience to hear the passion in your voice and see your personality shine.
When viewers can put a face to your real estate business and hear the passion and expertise in your voice, it instills confidence in what you offer. By showcasing your knowledge, sharing success stories, or addressing FAQs through video content, you establish credibility and position yourself as a trusted authority.
The power of short-form video content
Put simply: People like short-form video.
An incredible 66% of consumers find short form videos to be the most engaging type of content on social media.
As attention spans continue to dwindle, capturing and maintaining viewers’ attention is crucial. Short form videos excel in this aspect as they deliver quick, captivating content that immediately grabs viewers’ attention.
Creating a one-minute video requires you to be succinct and is designed to make every second count. They’re like attention magnets that make sure your message gets across loud and clear, making it super likely to strike a chord with your target audience. It’s all about delivering the goods in a way that keeps ’em engaged from start to finish!
Short form videos on social media
With the rise of short form video content, it’s time for your real estate business to get on board! This medium is quickly becoming one of the most popular forms of video content and more and more social media platforms are adopting the initiative.
Top 3 short form video platforms
TikTok
It’s no secret that TikTok is a powerhouse in the social media landscape. The app hit 1 billion monthly users only five years after launching. While the number itself is impressive on its own, even more significant is that Facebook and Instagram reached the same milestone eight years after their initial launch.
TikTok is also extremely user-friendly. Thanks to TikTok’s video-editing tools, users don’t need to have tons of skill, advanced equipment, or previous video editing experience to create a video. Edit videos directly in the app and experiment with built-in filters, text, sound and music effects.
But best of all, TikTok’s algorithm is like no other. It’s able to learn what you like and what you’re interested in based on your activity on the app.
For example, if you scroll away from a video within the first few seconds, the algorithm will take note of this and avoid showing you similar videos in the future. Alternatively, if you watch a video several times or search for a specific topic, the algorithm will take note of this and will show you more similar videos in the future.
What does this mean for your real estate content strategy? If you can create content that is engaging, interesting and provides value, your content has a good chance of getting picked up by the algorithm – aka it will be shown to more people who are looking for a real estate expert like you.
Ideal length: between 11-17 seconds
Instagram Reels
Following TikTok’s success, Instagram started shifting its focus to video content with the introduction of Instagram reels. These videos can be up to 60 seconds long and are typically set to music or audio tracks.
Reels are designed to be easily shareable and discoverable, allowing users to reach a broader audience beyond their followers.
Scroll through TikTok and you’ll come across various video styles like people talking directly to the camera, lip synching to music, and sharing comedy or dance content. Now, when you check out Instagram Reels, you’ll still find these familiar styles, but you’ll notice that more users are embracing music or trending sounds in their videos.
A “trending” song or sound on Reels means it’s growing in popularity. Now, why should you use trending audio in your Reels? Using trending audio in your Reels can have a two-fold benefit.
- It can help you reach people outside of your followers. More eyeballs = more brand awareness.
- It can help increase engagement. If an audio is trending, it means a lot of people are interested in it right now.
Ideal length: between 7-15 seconds
YouTube Shorts
YouTube is no stranger to video content and Shorts is their answer to the growing demand for short form content. As with TikTok and Instagram Reels, it delivers an endless scroll of easy-to-consume videos.
Traditionally YouTube has been a long-form content platform where videos ranged from 5 minutes to an hour (or more!). YouTube Shorts disrupted tradition by introducing a completely new approach that was all about producing short and entertaining content.
Ideal length: between 15-60 seconds
Ninja tip: Unless you’re already making or are thinking of posting long form YouTube videos, it might not be in your best interest to jump on the YouTube Shorts train. YouTube confirmed that channels that produce both long-form and Shorts videos are growing faster than those that don’t post on YouTube Shorts.
Which platform should real estate agents be on?
Each platform typically has its unique objectives; for instance, Instagram was originally designed for sharing photos, while Twitter served as a platform for expressing thoughts. However, TikTok, Instagram and YouTube have adopted a similar approach with their short form video features.
How does this impact your real estate marketing plan? It makes it a little easier! Rather than diving head first into all three platforms, focus your energy on mastering one platform at a time. We recommend focusing on the platform you already have a presence on and integrating more short form video into your real estate content strategy!
Mastering Short Form Video: Best Practices for Real Estate Agents
Get straight to the point
The key to short form content is making it easily digestible. Add a snippet of text at the beginning of your video to hook people in and stop them from scrolling.
Hook examples:
- Top 5 staging hacks for a lightning-fast sale!
- How to get the best deal in a seller’s market!
- Score your dream home with these negotiation tactics
- You won’t believe what’s inside this 2M dollar home
Keep it vertical
Shooting content in a vertical format is the way to go! It’s perfectly tailored for smartphones, ensuring that your viewers get the best and most immersive view of the content you have to share.
Lean into trends
There’s been a seismic shift in how businesses use social media. Short form video content isn’t just for talking about your services, providing educational info, or showing what it’s like to be a real estate agent. You also need to relax and connect with your audience! As a real estate agent, leveraging trends allows you to show your personality and that you don’t take yourself too seriously.
Ninja tip: The best trends are the ones you can add a real estate spin to! What cultural moments are happening around the world? Scroll your discover page for a curated list of trends that TikTok updates daily.
Include a call to action
Some marketers consider calls to action to be the essence of marketing. You want users to take action and a strong CTA helps achieve the desired outcome.
CTAs should be unmistakably clear, highly persuasive, personalized, and impossible to overlook. You don’t want them to scroll without taking you up on your offer!
Use captions
Many people watch videos on social media without sound, especially in public spaces or where sound isn’t feasible. By including captions, you ensure that viewers can still follow the message and stay engaged with your Reels.
You Are Your Greatest Asset
Your videos should always feel like YOU. This personal touch not only helps you stand out from the crowd but also creates a genuine and authentic connection with your audience — perfect if you’re getting started as a new agent!
Authenticity is the heart of short-form video content. Viewers are naturally attracted to videos that feel honest and sincere, so embrace your true self and let your natural personality shine. If humour is part of your personality, leverage it!
Types of Videos Every Real Estate Agent Should be Making in 2023
The great thing about working in the real estate industry is that 1) it’s a visual field which is perfect for video content and 2) there is no shortage of educational videos you can make! Whether you’re a buyers agent or a listing agent (or both), take a look at some real estate videos to get you started.
Listing walkthroughs
“Welcome to your new crib!”
Neighbourhood overview
You’re not just selling a home, you’re selling the neighborhood too!
Neighbourhood feature highlight
Is there anything unique about a specific neighborhood? Does it have the best parks or schools?
Local business highlight
Having knowledge of the local businesses and their offerings will help you to respond more effectively to your clients’ questions.
Local events
Show you’re a local expert by sharing what’s happening around town.
Professional advice
Educational content is the best way to position yourself as a real estate expert.
Market updates
Sharing local market knowledge will boost your credibility as the go-to source of information for the housing market.
Testimonials
Testimonials are a great way to stay ahead of the curve. If a picture is worth a thousand words, then a video is worth a million!
Day in the life
This video style is a popular behind-the-scenes look that allows viewers to learn more about you.
Behind the scenes
Your videos don’t need to be serious. Infuse your personality throughout your content so your audience gets to see your true self.
Before/after reno
HGTV has done the market research for us and we can confirm that home makeovers and renovations are a super popular content form.
Short Form Video Tools
Creating short-form real estate videos becomes a breeze when you have the right tools in your toolkit. Check out our top picks below.
Your Phone
Professional video equipment has its place, but your cell phone is all you need (the video quality in 2023 is waaay better than 2012).
Audiences now are more interested in authentic content that showcases real-life situations (read: doesn’t feel posed or over produced). A collection of well thought-out videos that are infused with your personality can be more impactful than one expensive, perfectly produced video.
CapCut
CapCut is a free all-in-one video editing app that helps you create incredible videos directly from your phone. It’s become a popular app among content creators due to its user-friendly interface and the ability to produce professional-looking videos.
Our favorite feature is CapCut templates, which are ready-made video layouts that you can use to kickstart your editing game! Think of them as pre-designed video arrangements with cool effects, transitions, and styles that are already set up. Instead of starting from scratch, you simply add your own clips to a template and tweak it to make it yours. With a wide variety of templates, you can find something for just about any occasion or theme.
Later
Later is a popular social media marketing platform that simplifies the process of planning and publishing content — perfect for busy real estate agents!
With Later, you can upload photos and videos, draft captions, and schedule posts in advance. We like it because it streamlines your content marketing strategy and keeps it organized!
It also provides a visual content calendar that allows users to see how their content will look before it goes live, ensuring a consistent and cohesive brand presence.
Captions
Whether you’ve jumped into the world of AI or not, Captions is an ai-powered tool you’ll want to check out.
As its name suggests, it can transform audio to captions at the click of a button. Adding closed captions to videos makes it easier for audiences to watch, no matter where they are or what they’re doing. Captions help people engage with the content whether they’re on public transport without earphones, in a quiet place where they can’t play the sound, or if they simply want to read along.
ChatGPT
Brainstorming content ideas can be time consuming, especially if this is your first venture into the video world. ChatGPT can help with that! It just needs you to provide it with a few key details (I like to tell it what I need. 8/10 times it hits the mark!)
If you’re someone who never knows what type of content to post, this can help get the wheels turning!
That’s a wrap
Short-form video content is quickly becoming one of the most popular forms of social media content, so if your brand isn’t currently creating any, we recommend you start.
It’s more important than ever to capture people’s attention quickly in today’s fast paced digital world, which is why short form videos shine. TikTok, Instagram Reels, and YouTube Shorts are just a few key platforms that can boost your marketing strategy and help you tap into new audiences.
So, keep it real, keep it fun, and keep it engaging! Unleash your inner Spielberg and get creative in how you show off those listings. Jump on the short-form video train and get ready to see your real estate endeavors take off to new heights. Happy marketing and happy selling!
