According to a joint research undertaken by Google and the National Association of Realtors (NAR) titled The Digital House Hunt, 90 percent of home shoppers go online to research on a particular property. Out of this number, 86 percent “use video” to learn more about a certain neighborhood or location.
In addition, as an Inman News report pointed out, these would-be homeowners are also more likely to watch virtual tours and videos showing off properties before seeing them in person. These future home buyers are also increasingly looking for real estate brokers they can trust via YouTube. Google and NAR data showed that agent and agent-related searches on YouTube rose by 46 percent between 2011 and 2012.
These trends reflect how videos role in online real estate marketing has become more important than ever. Real estate brokers and similar real estate professionals understand the need for creating quality videos to improve their listings’ or profile pages’ ranking on search engines, but most of them do not even know where to begin.
The Digital House Hunt enumerates five types of real estate videos, namely: Community or market videos, listing videos, how-to or informative videos, client testimonials and about videos. Out of these five, community or market videos and listings videos get the most views. The report stated that some 86 percent of buyers watch community videos, while another 70 percent watch listings.
How to Do Video SEO
With a wide range of available recording devices today, it is no longer difficult for real estate agents to create professional and web optimized videos for real estate marketing campaigns. Now, you can use a digital camera, video recorder, and smart phones, to record your videos.
For video-editing, brokers can use free programs like Windows Live Movie Maker, Lightworks, Kate’s Video Toolkit, and Avidemux, according to Tech Radar. Some online video platforms like YouTube also feature built-in video editing functions, in case you’d prefer to edit videos after uploading them.
Keep in mind that whenever you upload videos, make sure that you optimize its meta data or text information. Add relevant tags to your videos including local and brand keywords (i.e. keywords referring to your location, your listing’s location, or your company name or real estate products).
Also, make sure your video landing page’s HTML codes are optimized with meta descriptions (one-liners that tell something about your business or brand), tags and keywords. Vidcaster Marketing Head and Search Engine Watch contributor Eva Wilkins also reminds video marketers to edit “specifically Facebook's OpenGraph tags, Schema.org's microdata tags, and even sometimes Twitter Card tags” in the HTML codes.
Wilkins also recommends including a transcript of your video in the landing page to increase its ranking on search engines.
If these are too technical for you, you can always opt for “done for me” videos. A number of digital media companies like RealBiz Media Group, Inc. (OTCQB: RBIZ) offer video marketing services and platforms for agents.
RealBiz’s Video Microsite Marketing program, for instance, is an all-in-one program for agents where they can create, edit, record and automate the posting of their videos, according to the company’s website. The program’s enterprise platform integrates SEO and video SEO strategies automatically, and provides each microsite a unique web url.
“Every Video Microsite has its own unique, searchable web address combined with SEO features that help get higher first page rankings on search engines including embedded local key word search terms, custom back linking and unique video content,” RealBiz’s website stated.
As you gain more insight on how to customize your campaigns and create professional-looking videos, video SEO will become second nature to you.