Table of Contents
- What exactly is an explainer video?
- Why explainer videos are especially great for real estate?
- Tips for creating real estate explainer videos
- 1. Tackling your customers’ pain points
- 2. Unique selling points (USPs)
- 3. List benefits
- 4. Building trust
- 5. Be consistent
- 6. Avoid selling all the time
- 7. Focus on emotions
- 8. Repurpose your content for several platforms
- 9. Optimize your videos for search engines
- 10. Include an effective call to action (CTA)
Online video is crucial for business growth in 2020. And, an explainer video might just be the missing link your real estate business needs to make it big.
Get in touch with us if you’re interested in having one made for your company.
What exactly is an explainer video?
So, what is an explainer video, and why does your real estate business need one?
Explainer videos do exactly what their name implies — they help to explain what a business does.
Many businesses can have a difficult time expressing what they do in a way that potential customers can easily comprehend.
When a web user visits your business website, you want the person to leave having fully understood what you wanted them to know about your business idea or product.
And this is exactly what an explainer video is designed to achieve.
Explainer videos are typically short and engaging videos that draw in your audience long enough for you to tell them about your business, idea, product, or service.
They condense your highly complex business ideas into a concise, highly engaging explanation that any layman could understand, even if they have no knowledge of or prior experience with your business.
The efficacy of explainer videos lies in their unique combination of both audio and visual stimuli to explain a concept in very simple terms.
Check out this infographic to see what we mean:
Why explainer videos are especially great for real estate?
When prospective buyers think ‘real estate’, they probably imagine pushy agents, over-inflated house jargon, and a whole lot of red-tape.
And this is where you need a cool explainer video to bridge the gap between your customers and you.
Also, considering that we’re in the middle of a pandemic right now, video is probably the best bet to show off your property to prospective buyers.
Plus, when you start using the power of a real estate explainer video, it can make you stand out among your competitors.
Tips for creating real estate explainer videos
1. Tackling your customers’ pain points
A pain point is a specific problem that the prospective customer of your business might be experiencing or is likely to experience.
Advertisers consistently appear to discuss these pain points.
To create an effective explainer video, you need to address your customers’ problem as the core premise of your video.
If you can concentrate on the problem your customer is experiencing, and articulate a solution to them in their language, you will put yourself in a perfect position to market real estate.
For instance, this real estate explainer video for ERABrokers by Ydraw takes one agony point — complexity of house selling — and goes for it.
Now, let’s look at the four common types of pain points you are most likely to encounter.
- Financial pain points
Your prospects may not be able to physically visit property locations just to shortlist a few promising options because of time and/or financial constraints.
- Productivity pain points
Your prospects are burning through an excessive amount of time going to open houses or are being shown properties that just don’t click.
- Process pain points
Your prospects want the whole process to be simpler. And you may already even have a simple and effective process in place, but maybe they just don’t know about it.
- Support pain points
Your prospects aren’t receiving the support they need at critical stages of the customer journey or sales processes.
Viewing customer pain points in these categories will help you develop your real estate video ideas while keeping in mind what you want to focus on.
Then, you can position your business and its services or products as a solution, right from the beginning. Talk about having a good head start!
Here’s an explainer video we created for one of our clients. In it, you can see all of the above in action.
The prospect’s pain points are targeted and then the app is presented as the perfect solution.
2. Unique selling points (USPs)
We hear it all the time: focus on your USPs — unique selling points. And with good reason. Especially in the case of a real estate business.
Distinguishing yourself from your competitors is highly important.
If you always convey the same message as your competitors, you do not give potential customers a reason to choose you.
When you are looking to make a successful real estate explainer video, think of what makes your company stand out from the rest, and let your video focus on that.
Take that extra step of not making your message sound exactly the same as other real estate professionals.
To stand out, you can start by choosing an eye-catching format for your explainer video.
With animated real estate video marketing, smooth animations, vivid images, and the right use of text you can make all the difference.
It gives your potential customers insight into how you work and gives them something to remember you by.
3. List benefits
Customers never buy because of product/service features. They buy because certain product benefits catch their eye.
Unfortunately, most company’s will focus more on features, and leave it up to their customers to attempt to make sense of their benefits.
You don’t want to do that. You can save everybody’s time, and hit the message home more quickly if you communicate benefits.
Here are some ways of going about it.
- Firstly, know the difference between a benefit and a feature. A feature is something that a product or service “is” or “does”. A benefit is something that the customer will gain from using it.
- Use vivid, but easy-to-understand language in your videos. Customers will remember a benefit longer and more easily if it’s expressed using simple, strong words that evoke emotion.
- In case of benefits too, remember, not all benefits are created equal. Some are short-term, others are more lasting in their positive effects.
For example, listing features such as the color of the walls, etc. isn’t as important as giving your prospects a feel of what the house could mean to them in the long-run.
On the other hand, you have long-term or high-level benefits, such as lifetime savings, the prospect of living in the house of your dreams, selling or renting the property any time for profit, etc.
To succeed, your real estate videos should have a combination of both types of benefits in a single narrative.
Focus on what your customers will get now and explain how it will pay off in the future.
4. Building trust
In real estate, trust is everything.
A house isn’t your average run-of-the-mill purchase, people only buy or rent a new property a few times in their lives.
By earning the trust of your potential customers and providing them with concrete proof of the value they will receive can push them in the direction of availing your services.
In the beginning, it is completely natural for people to be skeptical of choosing you as their realtor.
If they hear even one less-than-flattering story about you, it could send them running to your competitors.
So, if you want to become a real estate agent, you have to win peoples’ trust. And to earn that, you must showcase your success and display your customers’ testimonials.
In addition to being friendly and personable, you must prove to your prospects that you’re a realtor who can find them the house of their dreams at the right price.
5. Be consistent
There’s no way for you to know when a potential client will be ready to buy or sell a house, so you’ll need to make and upload engaging videos about your business frequently.
People need to see you before they’re ready for a real estate agent.
That way, when it’s time to buy or sell property, people will think of you first.
And that’s only ever possible if your video content is either frequently updated or new content keeps coming up. So, stay top of mind.
Make sure your real estate video software and production tools help you with this.
If your video-making process is especially long and challenging, it might become hard for you to publish videos consistently.
Here’s a break down of our explainer video production process.
6. Avoid selling all the time
There is an old adage in sales: people hate the idea of being sold to.
Fortunately, there’s an easy way around this: don’t sell in every one of your real estate videos.
Let people know how to get in touch with you when you can fit it in.
But in a majority of your videos, focus instead on being genuinely helpful, and creating entertaining content that people will find interesting if they’re not ready to buy and sell yet.
Be a reliable and fun source of information, and people will want to buy from you. Plus, they’ll likely not even feel like you sold it to them.
7. Focus on emotions
People make buying decisions emotionally. It is only after they have made that decision that they justify it with hard facts.
Giving hard facts is useful, but it’s often best if you focus on emotions first, and then support that emotional appeal with facts.
For instance, appealing to the emotions that a client might feel after they buy a house — proud, excited, and accomplished — would be a great idea.
On the same note, you can think of the emotions that selling a house would inspire — relief, hope, anticipation, etc.
Check out this cool video that explains why emotion often beats logic when it comes to decision-making.
8. Repurpose your content for several platforms
Many people who use Facebook don’t use Instagram, and vice versa.
Post videos about the same topic on multiple platforms.
Now, the catch is that you should make a new video for each platform, even if the topic is the same.
That way, you reach the maximum possible number of people, and the people who watch your videos on multiple platforms won’t get annoyed by the same video over and over again.
9. Optimize your videos for search engines
Video is great for winning search engine visibility.
However, you still need to take care of video SEO to show up on the first page. This means including a relevant keyword in the title and adding in some keywords in your video description.
Make sure your thumbnail is eye-catching enough to stand out in search results.
Read more: How to Create Thumbnails That Drive Clicks
10. Include an effective call to action (CTA)
Picture this: you have made a great explainer video for your business. Moreover, people like your explainer video enough to watch it until the end.
Now all you have to do is capitalize on it by converting your viewers into leads and customers.
The best way to do this is to include an effective and powerful CTA at the end.
Encourage people to share your videos organically when they search for real estate information.
It’s the point where the viewer already has all the essential information they need, and you have to point them to the next step.
Make sure though that it is not ‘just another promotional banner’, and that it fits well with your script too.
Every explainer video is different, which means that every CTA should be different too.
And because CTAs are so important, here we have for you a quick overview of the different types of CTAs you can incorporate at the end of your real estate explainer video.
Though CTAs take many shapes and forms, the three most common types of CTAs used in explainer videos are:
- Voice-over CTA
- Text CTA
- Clickable CTA
Your animated real estate explainer video has a professional voice-over artist talking over all the animation.
This type of CTA at the end of the video which asks viewers to take the next step can be extremely effective.
Mobile video is becoming more and more popular every day, and this means that text-based real estate explainer videos are still very relevant.
These often utilize bold text and larger font size to make the CTA stand out, and keep it on screen for up to 15 seconds. This can also be great for converting the most engaged viewers.
The last and most commonly used type of CTA is the clickable CTA, also known as the actionable CTA.
These usually include a hypertext link or a clickable button that viewers can click on which takes them straight to a landing page.
So, here are all the tips that you need to create a smashing real estate explainer video.
An explainer video itself is a great medium for getting your point across.
So, if you’re considering jumping on the explainer video bandwagon this year, we hope these tips will help you produce a real estate explainer video that delivers real, measurable results.
If you’re new to video and need some expert advice or want to have one made for your brand, then feel free to hit us up. Our video strategists would love to help!
Schedule a free consultation call with our video strategist