The key to great real estate marketing is connecting with potential buyers. Sellers are always looking for better ways to do this and many are trying to accomplish this using video. But how much does video actually influence a buyer's decision to purchase?
While simple video walkthroughs serve a role, they leave a lot to be desired. For instance, most videos focus solely on the features of a home like square footage, the number of bedrooms, etc. All of this information is important but it can be communicated more succinctly in the listing description on MLS/Zillow. So why waste potential buyers' time by making them watch a video, just to see the same information they have already read?
Video is also used to showcase a home's floor plan and spatial flow. Although video can be effective in accomplishing this, a more popular approach is to use 3D interactive tours like Real Vision or Matterport, which allow buyers to self-direct the property tour. This saves time for the buyers as they can go directly to parts of the house they want to see. (Keep an eye on these technologies as they evolve. We believe they are the precursors to virtual reality prevalence in real estate marketing. You can read our article about this here.)
The question is, can we use video to connect with potential buyers in a more meaningful way? To do so, it is important to understand the psychology of buying. What is the most important factor that goes into a buyer's decision to purchase a property?
Emotion is the motivation that compels a buyer to pull out their checkbook and make an offer. How a buyer feels about a property is paramount. This is why a well-staged home always sells faster than a vacant home. Features like the square footage or number of bedrooms serve more as a prerequisite than a trigger to buy.
In order to get our properties sold faster and for more money, we are attempting to bridge the gap between online marketing and buyers' emotions by telling a property's story through video.
For example, we created the video in this post for one of our listings, 3107 Sea Marsh Road. This property was designed to to take advantage of the Amelia Island lifestyle: windows galore to maximize the view, a gourmet kitchen with an open floor plan - perfect for entertaining, and a luxurious master spa fully equipped with an outdoor shower - ideal for rinsing off after a walk on the beach!
We tried to capture the villa's spirit and lifestyle in the video so that a potential buyer could imagine what it would be like to live here. We left the technical details of square footage, price, and number of bedrooms where buyers would know to find them - in the listing information.
So far, we have received a phenomenal response to the video. We saw showings increase immediately after posting it. This was our first attempt at property storytelling through video and the process is always evolving so we'd love to hear your feedback. You can watch the video by clicking here!. And of course, do not hesitate to reach out to us if you think of a potential buyer!