People are sharing listings through Instagram Stories

Social media and real estate continue to overlap with the personalized, short videos of property becoming more and more popular as they're shared through these channels.

Video may once have been considered a flashy “extra” in your real estate marketing plan, but those days are long gone.

Thanks to real estate websites and mobile apps, home buyers now play a major role in driving their own home search. Real estate agents can’t afford listings or websites that fall short of expectations – and buyers’ expectations now include video.

Video is here in a big way

Marketers who use video grow revenue 49% faster than non-video users, according to Wordstream. When it comes to boosting brand awareness and gaining customers, video is the best content for driving ROI. As a real estate agent, two of your most important jobs are marketing your listings and marketing yourself, so you should be using video to do both.

According to NAR’s Profile of Home Buyers and Sellers, 61% of home buyers consider video a useful feature on real estate websites, but only 11% of sellers say their agent used video to market their home in 2017. Agents who don’t use video are not generating buzz or standing out among their competition, and are ultimately leaving clients — and money — on the table.

Video allows agents to be storytellers, and you have stories to tell

Nobody knows how to tell the story of a home better than a real estate agent. And no medium better captures a home’s personality than a video. With video, you can communicate the airiness of an open floorplan in a way photos can’t, or zoom in on property details that might be overlooked during an open house.

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