At time of writing it is estimated that somewhere in the region of 5 billion videos are watched on YouTube every day. That’s a lot of video content. Of course, most of that is going to be cat videos, video game live plays and kids reacting to stuff. But there’s a lot of great marketing content online too, videos that actively help grow and promote businesses and connect viewers to the right company and service. In fact 86% of online marketers use video content and those marketers are seeing their revenue grow 49% faster than non-video users.*
So I think it’s fair to say that at this point, if you’re not using video to grow your business, you’re in the minority.
That’s an awful lot of stats to throw at you at the start of a blog but I’ve got one more. According to the Ipsos 2018 Veracity survey, estate agents are amongst the top 5 least trusted professions in the UK, with only 30% of people surveyed agreeing that they would trust an estate agent to tell the truth.
That’s pretty damning stuff – good thing politicians are making such a hash of Brexit or you could be even lower in the list!
What we need then is a tool that can reach a wide audience and can help regain some of that trust, that’s where video comes in. And not just any video, specifically customer testimonial video.
Also known as client review videos, customer testimonial videos are the perfect way to start using property videos on your estate agent website and social media. Here are my top reasons for getting this video content on your website as soon as possible.
First and foremost we need to start getting more people to trust estate agents, and customer testimonials will go a long way to helping with that. It allows viewers to hear first hand from other users and get an idea of how you’ve helped them. It’s all very well having some well written copy on your website about how you’re a long established brand that’s helped people find their dream homes for years and years – but how is that any different to any other estate agent? Video testimonials cuts straight through any bullshit marketing speak and get straight to the point that all potential customers want to know – will you do what you claim to do? Having a series of customer review videos backing up your claims online and telling viewers what they want to hear will be the best thing you can do for your credibility.
People buy from people
Video has an enormous advantage over the written word when it comes to marketing because viewers get to see what they’re buying and get to hear from people like them. Having a diverse set of customer testimonials each dealing with a specific issue will mean that viewers will be able to replate to your customer testimonials and realise “if they can help them, then they can help me”.
When it comes to online marketing, nothing creates better engagement that online video. Visitors to your site are more likely to stay longer and more likely to be converted into sales when there’s accessible, relevant video content. It’s a s simple as that.
Nowadays, there is a dramatic rise in homeowners having a preference to go with the choosing online estate agents, rather than considering their high street, expensive counterparts. This gives most people an increasing number of options to choose from, but the top question that keeps people at bay is what option is the right one?
To help you make your decision, this article should help you dig deeper into exactly how estate agents online work, how their services vary and also let you explore some of the less obvious areas that you need to consider for this important, life changing decision. Read more
Whether you’ve used video content in your marketing before or you’re just wanting to dip your toe in for the first time, customer testimonials offer amazing return on investment. They’re quick to produce and by far one of the cheapest solutions for video production. In a carefully organised day of filming you might be able to create anywhere up to 15 video testimonials for your website. That’s a tonne of great content ready to go with very little expense.
I personally think that in those 4 short points I’ve put together a pretty compelling argument for why every estate agent should consider video testimonials for their website and social media. So if you are convinced here’s a few tips to make sure you get the most from these videos.
Keep them short
No one needs a long rambling review, it’s best to keep these down to 30-60 seconds and focussed on one topic. If a customer has experienced and loves different aspects of your business then divide up their testimonial into 2 or more videos therefore increasing you video footprint.
Don’t forget the name(s)
Either get the customer to introduce themselves on camera or include a simply graphic on screen stating their name. It’ll make them much more relatable for you audience. In the same way, remind them to mention your company name or a particular staff member throughout the video just to keep it nice and fresh in the viewers mind.
You can say a lot in 60 seconds so, if possible, find customers for whom you have solved a difficult problem for. In the video they can then take the viewer through the narrative of what the problem was, how you fixed it and just how wonderful you are. It’s simply 3 act storytelling in 60 seconds or less.
With so many people now accessing websites and social media through their phones it’s important that videos can be viewed without sound so don’t forget to add (optional) subtitles to your videos. It can also great increase your YouTube ranking and just makes your content more accessible.
Tip of the iceberg
Hopefully this has given you a nudge towards getting a load of video testimonials created for your website. Of course there are other property videos for estate agents available so once you’ve found success with these you could always look at creating a broader range of video content to help build your brand and grow your business.
Andy Gray is the owner of Echo Video based in Brighton, UK. He helps companies tell their story by using creative and engaging video content.
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