2 minute read

 

The real estate industry lends itself to producing lots and lots of video content – simply because of the product we sell.

When it comes to property videos specifically, the first place agents typically promote them is through their social media profiles. Why? Because we’re addicted to a metric that Facebook wants us to be addicted to – video views.

Fact is (sorry to burst your bubble), a video view on social media isn’t worth nearly as much as you might think. For Facebook and Instagram, viewing just three seconds of a video of any length is considered a view.

A lot of agents put far too much emphasis on video views as a measure of success. Why? Because it’s typically a big number and Facebook has deliberately engineered their platform this way. Why? To keep you from sending its users away from Facebook. Why? Because that’s good for Facebook’s business, not necessarily for yours.

Facebook has actually been investigated and fined for misleading advertisers on its video views metric.

Try this instead

A strategy I’d like to share with you, which goes against the grain of how most real estate agents think about promoting their videos for their listings, is to actually get people onto the listing page on your website and let them watch the video there. So in simple terms, get them off Facebook and onto your website.

 

There are a few reasons why this strategy works well:

  1. It’s getting people out of that noisy newsfeed and onto your website where they’re just looking at you. You’ve now captured their attention instead of just getting their attention (and there’s a big difference).
  2. People will spend more than double the amount of time on a web page if it has a video on it. It might as well just be your website.
  3. It generates more property enquiry.

This approach might not get you as many video views, but if you’re looking to get more property enquiry and potentially more vendor leads from your property videos, then get people away from Facebook and Instagram onto the listing page of your website and let them watch your video there.

On your Facebook ads, simply use an image and a powerful headline and description to entice users.

Let them watch the video there.

Instead of focusing on video views, your primary goals are:

  1. Website traffic
  2. Time on page (how long people are spending on your website)

Also, the more website traffic you drive, the more opportunity you will have to remarket to potential vendors who are thinking of selling.

You’ll probably get fewer video views with this approach, but at the end of the day, the vendor doesn’t really care about how many video views you’ve had if it hasn’t generated any buyer enquiry whatsoever.

Want to take your Facebook advertising to the next level?

Take our Facebook Ads Masterclass and uncover the Facebook ads system used by Australia’s best real estate agents and agency brands to consistently attract high-quality vendor and buyer leads.

Author: Josh Cobb

Phone Number: 0427 184 183

Email Address: josh@stepps.com.au

Stepps was founded by Josh Cobb in 2014. Josh has advised more than 100 brands since starting the company and hundreds of agents who have attended his workshops. He is the host of the popular Real Estate Pros podcast, oversees digital strategy for top performing real estate agents and teams, and travels the globe with several international speaking engagements each year.

Recently, Josh was named as a finalist in the 2017 REB Awards for Industry Thought Leader of The Year and the winner of  Brisbane Young Entrepreneur of The Year 2017 – Marketing, PR & Events.

In addition to web development and digital strategy consulting, the company also runs Stepps Media, a fast-growing education company that produces an iTunes top-ranked podcasttraining events, email and webinars.